Best Practice

What we know about marketing in real-time

Article • WARC Best Practice, September 2020

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

What we know about behavioural economics

Article • WARC Best Practice, September 2020

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

What we know about working with agencies

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

What we know about audience measurement

Article • WARC Best Practice, September 2020

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.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

What's working in influencer marketing

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in influencer marketing.

Customer experience change management is vital to thoughtful and sustainable change for brands

Article • Joan Yong, WARC Best Practice, September 2020

Organisations have never had to deal with this scale of change management for customers, and marketers need to have proper frameworks in place.

What we know about online ad fraud

Article • WARC Best Practice, September 2020

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.

Brands need a true ecosystem of reciprocity to navigate a changed consumer dynamic

Article • SiewPing Lim, WARC Best Practice, September 2020

Reciprocity is becoming an increasingly potent marketing lever, especially for customer experience, and brands need to ensure that they are delivering more than a transaction.

Reframing OOH strategy in Southeast Asia for a post-COVID world

Article • Moving Walls, WARC Best Practice, September 2020

Moving Walls offers advice on how brands can use data to improve the effectiveness of outdoor campaigns.

What we know about gamification as a research method

Article • WARC Best Practice, September 2020

This article explores the reading around gamification as a research method, the attempt to make surveys and questionnaires more engaging, enhancing both the experience and ideally the quality of data.

What we know about direct-to-consumer brands

Article • WARC Best Practice, September 2020

Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.

What we know about using emotion

Article • WARC Best Practice, September 2020

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

What we know about cultural insight

Article • WARC Best Practice, September 2020

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

What we know about opinion polling, political research

Article • WARC Best Practice, September 2020

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.

What we know about activist campaigns

Article • WARC Best Practice, September 2020

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

What we know about packaging

Article • WARC Best Practice, September 2020

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

What we know about marketing to parents and families

Article • WARC Best Practice, September 2020

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

What we know about pricing strategies

Article • WARC Best Practice, September 2020

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

What we know about celebrity endorsements

Article • WARC Best Practice, September 2020

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.

What we know about using humour in advertising

Article • WARC Best Practice, September 2020

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

What we know about bricolage and semiotics

Article • WARC Best Practice, September 2020

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.

What we know about brand characters

Article • WARC Best Practice, September 2020

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

What we know about in-house agencies

Article • WARC Best Practice, September 2020

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.

What we know about moment marketing

Article • WARC Best Practice, September 2020

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.