Best Practice

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What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about influencer marketing

Article • WARC Best Practice, July 2021

Looks at how influencer opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers.

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2021

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.

What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

Examines pharma and healthcare marketing in the US in light of the the COVID-19 pandemic, which has highlighted the deficiencies and inequities of the US healthcare system.

What we know about QSR marketing in the US

Article • WARC Best Practice, July 2021

Looks at QSR marketing in the US, including the impact that the COVID-19 pandemic has had on the industry and how brands have reacted.

What we know about smart devices and the Internet of Things

Article • WARC Best Practice, July 2021

Summarises knowledge and offers guidance and reading on smart devices and the Internet of Things (IoT), a term referring to the network of physical devices and objects, such as cars, buildings, watches and fridges, that have sensors and network connectivity embedded in them.

A short guide to building marketing-mix-models in the new economy

Article • Robin Sheridan, WARC Best Practice, July 2021

Explains how brands can adapt marketing-mix-models (MMM) for today’s media landscape.

Do you need online ads to drive online sales?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report asks whether the assumption that online sales require online ads needs to be challenged.

HFSS: How grocery brands and retailers can stay effective in an age of restriction

Article • Callum Saunders, WARC Best Practice, July 2021

Advice for marketers selling food or drink products high in (saturated) fat, salt or sugar.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:

What’s working in travel

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in the travel category.

The experience renaissance: How experience will drive growth for APAC organisations

Article • WARC Best Practice, May 2021

Accenture Interactive’s Flaviano Faleiro says companies are moving from conventional customer experience (CX) philosophy towards a more holistic customer-centric strategy called the “business of experience” (BX) – an approach centred on delivering exceptional experiences that respond to customers’ frequently changing needs.

What's working in social

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in social.

Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

What’s working in FMCG

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in the FMCG category.

Voice of the consumer: Lifestyles survey 2021 – key insights

Article • Euromonitor Strategy Briefings, May 2021

Analyses key aspects of consumers in a variety of settings including at home, at work, in-stores and online across 40 key markets.

Home Improvement in the US

Article • Euromonitor Strategy Briefings, June 2021

Provides a category analysis of home improvement in the US.

B2B marketers must see buyers as humans, not just job titles

Article • Martin Harrison , WARC Best Practice, June, 2021

Much of the business-to-business (B2B) world has forgotten that business people think and act like regular consumers.

Building platform brands

Article • Darren Coleman and Erich Joachimsthaler, WARC Best Practice, June 2021

Research shows that eight of the largest ten companies in the world today have been built on platform-business models.

What we know about marketing on Weibo

Article • WARC Best Practice, June 2021

This article explores the reading and thinking surrounding Sina Weibo, a popular Chinese micro-blogging platform allowing users to post, share and explore Chinese-language content, but which also finds itself under pressure to censor unfavourable content by China's government.

2020年WARC大中华区策略大奖启示报告——杰出“拳手”策略力解读与案例精华集锦

Article • WARC Reports

通过从2020年首届WARC大中华区策略大奖（WARC Prize for Chinese Strategy）的优秀案例中提炼出的洞察，本报告可帮助营销人与策略人一览首届大奖获奖案例的主要摘要，包括各类别获得金奖、银奖、铜奖，以及特别奖的共17个作品集锦。

What we know about creativity and effectiveness

Article • WARC Best Practice, June 2021

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

What we know about Super Bowl advertising

Article • WARC Best Practice, June 2021

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

What we know about radio and audio audiences

Article • WARC Best Practice, April 2021

Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.
The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.
What we know about engagement

Article • WARC Best Practice, December 2020

Summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.
What we know about TV audiences

Article • WARC Best Practice, December 2020

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
What we know about brand trust

Article • WARC Best Practice, February 2021

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.