Best Practice

What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

What we know about targeting vs reach

Article • WARC Best Practice, February 2020

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.

What we know about marketing to children

Article • WARC Best Practice, February 2020

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.

What we know about marketing to women

Article • WARC Best Practice, February 2020

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

What we know about Health and Wellness Marketing

Article • WARC Best Practice, February 2020

Looks at the growth of the health and wellness sector and how smart technology is changing the category, as it has made it easier for consumers to monitor their health and track their fitness goals and has raised expectations of health and wellness brands.

What we know about masterbrand strategies

Article • WARC Best Practice, February 2020

Explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.

What we know about storytelling strategies

Article • WARC Best Practice, February 2020

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

What we know about campaign and brand tracking

Article • WARC Best Practice, February 2020

Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

What we know about creativity and effectiveness

Article • WARC Best Practice, February 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.

What we know about multinational marketing

Article • WARC Best Practice, February 2020

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

What we know about stunt marketing

Article • WARC Best Practice, February 2020

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

What’s working in sponsorship

Article • WARC Category Intelligence, February 2020

Global strategies, campaign updates and trends in sponsorship.

Developing an e-sports sponsorship framework in Asia

Article • Jian Ming Lee, Admap, February 2020

A five-step guide for brands considering entering into an e-sports sponsorship in Asia.

How to score a home run with sponsorship

Article • Maren Seitz, Admap, February 2020

Four success factors for sponsorship effectiveness.

Creating a sports sponsorship framework: Admap summary deck

Article • Admap, February 2020

A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.

How to make the most of your sponsorship

Article • Alex Burmaster, Admap, February 2020

A seven-step guide to sponsorship best practice for marketers looking to ensure they maximise ROI.

How brands can overcome digital measurement roadblocks in India

Article • Kunal Sinha, WARC Best Practice, January 2020

In emerging markets such as India, digital measurement remains a nascent but essential component that marketers must seriously invest in to avoid wasting time and resources on ill-informed strategies.

How Conversational AI is transforming conversational commerce – and how your business can start

Article • P.V. Kannan, WARC Best Practice, January 2020

This article provides a roadmap for how to use AI to build conversational commerce into solutions that work for both brand and customer.

What we know about newspaper audiences

Article • WARC Best Practice, January 2020

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

What’s working in augmented and virtual reality

Article • WARC Category Intelligence, January 2020

Global strategies, campaign updates and trends in augmented and virtual reality.

How to make short-form video resonate

Article • Mihkel Jäätma, WARC Best Practice, January 2020

With short-form video advertising becoming more popular, marketers need to better understand how to make shorter formats engaging.

What we know about marketing on Facebook

Article • WARC Best Practice, January 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.

What we know about personalisation

Article • WARC Best Practice, January 2020

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

What we know about marketing on WeChat

Article • WARC Best Practice, January 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'.