Best Practice

Article • Asad Dhunna, Admap, December 2019

Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.

How non-destination brands can win the e-commerce holidays

Article • Chris Perry, Admap, December 2019

Retail holidays such as Black Friday, Cyber Monday and Amazon Prime Day are major opportunities for brands to make an impact.

Marketer's Toolkit 2020: Privacy-first marketing (Policy)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into the regulation and policy trends affecting marketing plans in 2020.

Marketer's Toolkit 2020: The Greta Effect (Society)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into social and consumers trends that brands are prioritising in 2020.

Marketer's Toolkit 2020: Building brands in the walled gardens (Industry)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.

Marketer's Toolkit 2020: The pivot back to brand (Economy)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into investment trends for brands in 2020.

Marketer's Toolkit 2020: Context and connected TV – Reinventing programmatic (Technology)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into tech priorities for brands in 2020.

What we know about rational advertising

Article • WARC Best Practice, November 2019

This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

What we know about magazine advertising

Article • WARC Best Practice, November 2019

This article explains how magazines have adapted, redefined and reestablished themselves in an age where digital media has caused significant disruption.

What we know about marketing to seniors

Article • WARC Best Practice, November 2019

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.

What we know about out-of-home effectiveness

Article • WARC Best Practice, November 2019

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

What we know about brand partnerships

Article • WARC Best Practice, November 2019

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

What we know about neuromarketing

Article • WARC Best Practice, November 2019

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

What we know about TV audiences

Article • WARC Best Practice, November 2019

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.

What we know about engagement

Article • WARC Best Practice, November 2019

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’s working in print media

Article • WARC Category Intelligence, November 2019

Global strategies, campaign updates and trends in print media.

What’s working in mobile, apps and games

Article • WARC Category Intelligence, November 2019

Global strategies, campaign updates and trends in mobile, apps and games.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2019

This article provides marketers with information and guidance about scheduling TV ads.

What we know about comparative advertising

Article • WARC Best Practice, November 2019

Summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

What we know about collaboration and co-creation

Article • WARC Best Practice, November 2019

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

An overview of brand partnerships: Who’s your perfect match?

Article • Paul Skinner, Admap, November 2019

Brands who want to create value should stop going alone and start tapping into collaborative advantage.

What we know about e-commerce and social commerce

Article • WARC Best Practice, October 2019

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

What we know about branded utility

Article • WARC Best Practice, October 2019

Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

What we know about brand safety

Article • WARC Best Practice, October 2019

Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

What we know about consumer decision making

Article • WARC Best Practice, October 2019

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.