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WARC Best Practice, April 2020
This paper explains the concept of New Product Development (NPD) – the process of bringing a new product to market – and how to ensure its success.
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WARC Best Practice, April 2020
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.
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Nazirah Ashari, WARC Best Practice, April 2020
TBWA’s Nazirah Ashari looks at the impact of the COVID-19 pandemic on how Muslims around the world will be observing Ramadan and celebrating Eid this year.
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WARC Best Practice, April 2020
Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
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WARC Best Practice, April 2020
Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.
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WARC Best Practice, April 2020
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.
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Bruno Gralpois, WARC Best Practice, April 2020
This article dives into best practices for agency management, including: what is required for a strong agency partnership, how to conduct a successful agency search, ways of getting your agency to deliver outstanding work.
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WARC Best Practice, April 2020
Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
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WARC Best Practice, April 2020
Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.
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WARC Best Practice, April 2020
Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.
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WARC Best Practice, April 2020
Examines the decline of the third-party cookie, its impact on the tracking of online audiences, and potential alternatives and solutions being explored by advertisers and media owners.
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WARC Evidence, March 2020
Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.
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WARC Best Practice, March 2020
A look at the rise of virtual pitching in a time of social distancing, and how it can keep business moving.
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WARC Best Practice, March 2020
Explores advertising in a recession through the evidence available in the WARC archives and beyond. Typically, recessions cause businesses to rein in advertising spend in the short term, a mistake, that can cause long-term damage to a brand.
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WARC Best Practice, March 2020
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
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WARC Best Practice, March 2020
Explores current thinking and writing on the topic of choosing a brand name, an identity and a strategic point of departure for the brand if done right.
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WARC Best Practice, March 2020
The latest research on advertising in cinemas shows that movies are seeing a resurgence in popularity among young and senior audiences alike – and that cinemas are a positive environment in which people are more emotionally engaged, and receptive to advertising.
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WARC Best Practice, March 2020
Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.
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WARC Best Practice, March 2020
Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.
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WARC Best Practice, March 2020
Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.
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WARC Best Practice, March 2020
This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.
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Deb Giampoli, WARC Best Practice, March 2020
This article advises marketers on how to improve the agency selection process.
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Pam Danziger, WARC Best Practice, March 2020
Many of the most famous luxury fashion brands, from Louis Vuitton to Chanel, have been embracing partnerships with streetwear brands, which adhere to a California skate culture/New York early punk aesthetic, meaning they have put their money on short-term marketing ploys over what made them special in the first place: branding.
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WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
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Gill Edwards, WARC Exclusive, March 2020
Gill Edwards, Head of Segmentation & Activation, Kantar Analytics Practice, outlines three reasons why segmentations do not always deliver.
