Article
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WARC Exclusive, October 2021
Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Awards for Asian Strategy 2021.
Article
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WARC Best Practice, October 2021
This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.
Article
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WARC Best Practice, October 2021
Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.
Article
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WARC Best Practice, October 2021
Provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.
Article
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WARC Best Practice, October 2021
This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.
Article
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WARC Best Practice, October 2021
Examines key insights on product placement, the subtle form of advertising for promoting branded products and services, which can enhance brand awareness, recall and drive sales.
Article
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WARC Best Practice, October 2021
This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.
Article
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WARC Best Practice, October 2021
Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.
Article
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WARC Best Practice, October 2021
Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.
Article
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WARC Best Practice, October 2021
Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.
Article
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WARC Best Practice, October 2021
This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Data
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James McDonald, Rob Clapp, Cinzia Petio, WARC Data
This report summarises the latest research from WARC's Data platform, with a focus on the gap between advertising investment and media consumption. Key findings include:
Article
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李雪梅（Lucy Li），Mars Communication, WARC Trends
Article
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WARC Best Practice, October 2021
Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
Article
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WARC Best Practice, October 2021
Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.
Article
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WARC Best Practice, October 2021
Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.
Article
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WARC Best Practice, October 2021
A summary of new thinking and best practice on brands and the creator economy.
Article
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WARC Best Practice, October 2021
Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to'conversational commerce'.
Article
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WARC Best Practice, October 2021
Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
Article
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WARC Exclusive, September 2021
Insights and themes from the winners of the 2021 WARC Prize for MENA Strategy, an annual case study competition that rewards the region’s smartest strategic thinking.
Article
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WARC Best Practice, September 2021
This article is a best-practice guide to developing an account-based marketing (ABM) strategy, which focuses business-to-business (B2B) marketing on the accounts with the greatest potential for growth over the medium to long term.
Article
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WARC Best Practice, September 2021
Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.
Article
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WARC Best Practice, September 2021
Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.
Article
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WARC Best Practice, September 2021
This article provides marketers with information and guidance about the effective positioning of TV ads.
