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Opinion

Research has shown that major life events can have an impact on micro decision making - the kind that affects brands, argues Richard Shotton. 

Opinion

Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them. Richard sat down with WARC’s Sam Peña-Taylor to talk about the origin of his own interest in the discipline, establishing a culture of testing, and the importance of context.

Article

Richard Shotton, author of The Choice Factory, and Mark Earls, author of "The Herd", "Copy, Copy, Copy" and more, discuss why – despite the heightened conversation and excitement around behavioural economics – it's still rare to find these theories cited among the case studies of the best work in advertising.

News

The most effective advertising is based on emotions but advertisers can also refine their efforts further to boost awareness and recall – and the peak-end rule applies not just to video ads, as a recent study shows, but to the wider consumer experien

Article

Richard Shotton, deputy head of evidence at Manning Gottlieb OMD and author of The Choice Factory, disproves three common objections to using behavioural economics in advertising.

News

In a record quarter for the iPhone maker, its flagship smartphone shone from strong demand, but it was wearables that showed the greatest growth at 37% year over year – consider the AirPod.

Opinion

WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .

Opinion

The real debate around “purpose-driven” marketing isn’t whether it should be or not.

Article

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.

Article

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.

Article

Researcher Drago Djourov outlines how online methods can help brands make sense of what’s happening right now but makes the case for why we need to go back to face-to-face research post COVID-19.

Article

This Warc webinar focuses on moment marketing - the targeting of brief moments of opportunity to put the right message in front of the right consumer at the right time.

News

GLOBAL: LEGO, Knorr and Churchill Insurance have scooped golds in the Effective Channel Integration category in the Warc Media Awards, Warc's case study competition that recognises communications planning that has made a positive impact on business r

News

LONDON: A simple, audience-focused and innovative media strategy - written up in a well-planned, self-critical case study - stands the best chance of success of winning at the Warc Media Awards, according to this year's judges.

News

GLOBAL: The effectiveness of everyday communications, including voice and written content such as letters and emails, can be improved by adopting a behavioural science approach, according to two industry practitioners.

Research Paper

This viewpoint discusses the need for balanced metrics to combat the rise of short-termism and provide a better analysis of campaign success.

Research Paper

GlaxoSmithKline, a pharmaceutical company, used social listening to collect data findings that were grounded on naturally occurring consumer conversations about athlete's foot in the US and South Korea.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This book by Richard Shotton presents 25 behavioural biases that influence everyday decision-making and, with its comprehensive scope, aims to make behavioural unpredictability much easier to navigate and negotiate.

Opinion

Despite increased awareness of behavioural economics in the industry, little advertising is shaped by using it. Faris Yakob wonders if the future lies in attention economics instead.

Article

This article argues that there is no single secret to sustained business success, and there is no proof that 'brand purpose' delivers growth.

Article

This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Article

This report summarises the tips given by judges of the 2016 Warc Media Awards, who were speaking at an event announcing the winners.

Article

This essay argues that the potential of personalisation will only be realised if brands combine their new capacity to target with more traditional mass media campaigns.