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Lee Roth, WARC Best Practice, July 2020
It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.
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Alex Zhang, WARC Best Practice, July 2020
Brands are now looking to transform the way they reach customers, but not all transformation is always good - here are three steps to adjust to the post-COVID e-commerce world.
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WARC Exclusive, May 2020
Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy, outlines how brands can recession-proof their brands by working through three phases.
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Jenn Szekely, WARC Best Practice, July 2020
With the inevitable rise of e-commerce since the global lockdown, the mailbox has increased in significance as a new retail experience.
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in the FMCG category.
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WARC Best Practice, July 2020
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.
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in mobile.
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in TV.
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WARC Best Practice, June 2020
Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in the financial services category.
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WARC Best Practice, June 2020
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.
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WARC Best Practice, June 2020
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.
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Madhurya Alankaar, WARC Best Practice, June 2020
Geometry Encompass’ Madhurya Alankaar outlines a framework for brands looking to venture into India’s emerging e-commerce space as more consumers adopt online shopping thanks to COVID-19.
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WARC Best Practice, June 2020
Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.
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WARC Best Practice, June 2020
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.
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WARC Best Practice, June 2020
Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.
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WARC Best Practice, June 2020
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'.
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WARC Best Practice, June 2020
Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.
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Professor Karen Nelson-Field, WARC Exclusive, June 2020
At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.
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WARC Best Practice, June 2020
Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.
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WARC Best Practice, June 2020
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.
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WARC Best Practice, June 2020
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.
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WARC Best Practice, June 2020
Summarises knowledge and offers guidance and reading on 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.
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Carl Spaulding, WARC Best Practice, June 2020
This article looks closely at how measuring incremental sales can give marketers a greater insight into why sales rose (or didn’t), as opposed to looking at attribution, which usually only looks at correlations.
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WARC Best Practice, June 2020
Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
