Best Practice

Article • WARC Best Practice, July 2019

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'.

Beyond GDPR: A guide to major data privacy regulation outside the EU

Article • Matthias Matthiesen, WARC Best Practice, July 2019

Provides an overview of some of the most prominent data protection regulations around the world and explains what they mean for business.

What we know about direct-to-consumer brands

Article • WARC Best Practice, July 2019

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 reach and frequency

Article • WARC Best Practice, July 2019

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

What we know about pricing strategies

Article • WARC Best Practice, July 2019

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 data protection and privacy

Article • WARC Best Practice, July 2019

Summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.

Brands in the age of division

Article • Kristin Van Note, WARC Best Practice, July 2019

Looks at the findings from research by Grey New York looking to understand consumer attitudes towards advertisements that are designed to either highlight a social issue or conflict, or are designed to unify people over a divisive issue.

What we know about moment marketing

Article • WARC Best Practice, July 2019

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.

What we know about packaging

Article • WARC Best Practice, July 2019

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

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2019

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

What we know about sponsorship effectiveness

Article • WARC Best Practice, July 2019

Examines how brands can build awareness and increase loyalty through effective sponsorship.

How brands can localise their visual content strategy at a global scale

Article • Grant Munro, WARC Best Practice, July 2019

Looks at the necessity of localising visual content on a global scale and how marketers can best implement a strategy for success.

What we know about product placement

Article • WARC Best Practice, July 2019

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.

How to grow via premiumisation: Admap summary deck

Article • Admap, July 2019

A summary of new thinking and best practice on premiumisation from Admap.

How to be premium in an age of high expectations

Article • Andy Wardlaw, Admap, July 2019

This article is extrapolated from original research published in 2018, which examined UK shopper attitudes to over 120 branded products across 12 leading CPG categories.

What we know about online video audiences

Article • WARC Best Practice, July 2019

Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.

How to create a B2B marketing strategy

Article • Vincent Rousselet, WARC Best Practice, June 2019

Looks at the creation of a B2B marketing strategy, highlighting what is the same and what is different between B2C marketing and marketing aimed at selling to businesses.

How to tell stories using data and statistics

Article • Sam Knowles, WARC Best Practice, June 2019

Details how to use data and statistics in story telling by providing six golden rules for success.

What we know about opinion polling, political research

Article • WARC Best Practice, June 2019

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 customer experience

Article • WARC Best Practice, June 2019

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

Marketing lesson: The differentiation and distinctiveness debate

Article • Paul Dervan, WARC Best Practice, June 2019

Discusses the differentiation and distinctiveness debate, arguing that differentiation may not be necessary to be successful.

How to use the COM-B model for behavioural change

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2019

Explores how the COM-B model, developed by University College London, can be applied and utilised for behavioural change.

How to use the B=MAT model for behavioural change

Article • Crawford Hollingworth and Liz Barker, WARC Best Practice, June 2019

Explores the B=MAT (now known as the B=MAP) model developed by Stanford Professor and behavioural psychologist BJ Fogg.

Audio: Prospering in the ever-present medium – Admap summary deck

Article • Admap, June 2019

A summary of new thinking and best practice on audio from Admap.

How to create a consistent yet dynamic brand personality

Article • Liane Koh, WARC Best Practice, May 2019

Advises on how a brand can optimise its brand identity by being consistent yet dynamic.