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Topic Key reading on integrating channels, the paid/owned/earned model and more

News

SAN FRANCISCO: Stung by criticism earlier this year that it wasn't doing enough to combat online extremism, YouTube has now launched software that redirects would-be jihadists to anti-hate videos aimed at debunking extremist narratives.

Article

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

News

CANNES: For the agency team behind Ariel’s WARC 100 topping Share the Load campaign, a point of view remains central to communications, as the strategy depended on spurring people to act.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

News

LONDON: Senior executives from The Hershey Company, Procter & Gamble and Mondelez International are joining the judging panel for the Effective Channel Integration category in the WARC Media Awards, announced today.

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Opinion

WARC’s Lucy Aitken spoke to Charlie Chappell, Hershey’s Senior Director for Integrated media, and chair of judges for the WARC Media Awards Channel Integration category, about emerging platforms, data, and what makes a great integrated campaign.

Article

This article looks at how neuromarketing techniques are particularly suited to public service advertising campaigns which have to engage disinterested consumers on an emotional basis and in a memorable way within restricted budgets.

News

LONDON: Senior executives from Target and Microsoft as well as from tech-inspired businesses like Blippar and Waze are joining the judging panel for the Effective Use of Tech category in the WARC Media Awards, announced today.

Article

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

Opinion

This commentary appears in WARC’s new ‘Future of Strategy’ report, based on a global survey of senior agency planners.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

News

LONDON: The first judging panel for the WARC Media Awards has been finalised – in the Best Use of Data category – and includes senior marketers from McDonald's and Mars.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

Article

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Research Paper

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Article

This article advises that complex business problems cannot be solved one silo at a time and that both agencies and clients need better integration.

Article

This article shows how KFC, one of China's leading brands, sought to engage Chinese millennials with music and artificial intelligence.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Case Study

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.

Case Study

This case study shows how Benda Kogyo, a car parts manufacturer, developed an internal campaign to celebrate the brand's 50th birthday and streamline its business throughout its branches across Asia.

Case Study

This case study shows how Budget Direct, an insurance services brand, increased sales by creating a mascot to explain its low risk insurance policy to Australians.
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