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Article

This paper 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.

News

SINGAPORE: Zero-based budgeting can be effective but marketers need to carefully examine the traditional/digital media divide to find success, according to a senior Facebook executive.

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BEIJING: The influence of the BAT (Baidu, Alibaba and Tencent) in China is extending into new areas and impinging on the role traditionally played by media agencies, ad tech executives have suggested.

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GLOBAL: Global advertising expenditure is forecast to grow 4% to $558bn by the end of 2017, driven by digital display formats, in particular social media in-feed ads and online video.

Article

This article outlines how marketers can better utilize zero-based budgeting more effectively to gain greater efficiency and better results.

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NEW YORK: Brand activation revenues should reach $357bn this year, according to a forecast from the Association of National Advertisers (ANA), the industry body, and research firm PQ Media.

Article

This article outlines the headline findings from a study by the Association of National Advertisers (ANA) and PQ Media covering the latest spending trends in brand activation.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

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NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...

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LONDON/ROTTERDAM: Following an attempted takeover by Kraft earlier this year, Unilever has accelerated its savings program, which has included reviewing the number of advertising assets it produces.

Article

This paper summarises key findings from the IPA report, ‘Media in Focus’, itself an analysis of the media elements within the IPA’s Databank of advertising effectiveness case studies.

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SYDNEY: Consumer electronics brands in Australia appear to be reverting to a selection of traditional media channels after cutting their digital adspend in the first quarter of the year.

Article

This article summarises the results of the Global Marketing Index (GMI) for June 2017, when rates of growth slowed and the Americas returned to decline.

Article

This report summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

This article looks at how brands can make a big success, while having a small budget, and what lessons can be learned from successful brands in this area.

News

LONDON: Marketing budget growth was especially strong in Europe in May, but there was also positive growth in the Americas and Asia Pacific, the latest Global Marketing Index (GMI) has shown.

Article

This article summarises the results of the Global Marketing Index (GMI) for May 2017, when Europe showed continued strong growth versus The Americas' declining marketing budgets.

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LONDON: Marketing activity in Europe reached an all-time high in April, according to the latest Global Marketing Index (GMI), which also recorded encouraging growth in the Americas and Asia-Pacific.

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CINCINNATI: Procter & Gamble, the FMCG giant, saw its net sales fall 1% year-on-year in Q3 2017 and has reacted by announcing plans to cut its marketing spend by $2bn over five years along with other substantial savings.

Article

This article summarises the results of the Global Marketing Index (GMI) for April 2017, when the Americas registered increased marketing activity for the first time since September 2016, rising to 50.2.

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LONDON: The marketing of electric vehicles (EV) can point the way forward for a wider auto industry that is currently stuck in a rut with homogenous campaigns that are failing to significantly shift brands metrics, an industry figure maintains.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

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SINGAPORE: The Philippines was the fastest growing advertising market in Asia-Pacific in 2016, according to a new report which also says the region accounted for one-third of the total global advertising market last year.

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GLOBAL: Global internet advertising expenditure will grow 13% to reach US$205bn in 2017, overtaking television spending for the first time, according to Zenith.

Article

This article summarises the results of March's Global Marketing Index (GMI). Global ad budgets were seen to reverse their declining trend, while European TV budgets grew strongly.