Best Practice

A collection of key Warc papers on marketing best practice

Best Practice papers by subject:


Frank van den Driest, Steven Berkhout, Joris Zwegers and Tom Wilms, ESOMAR, Congress, Dublin, September 2015

This paper examines customer centricity – providing positive customer experiences in order to maximise the firm's long-term financial value – and explains how companies can become customer-centric.

Jean-Noël Kapferer, Research on Warc, September 2015

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

Aki Spicer, Admap, July/August 2015, pp. 23-25

This article argues that successful real-time marketing requires pre-planning, and gives guidelines for five areas marketers should think about.

Wolfgang Schaefer, Warc Best Practice, July/August 2015, pp. 14-16

This article explores how luxury brands use digital and social media to build proximity to consumers whilst maintaining distance in an 'unselling' strategy.

Ian Forrester, Warc Best Practice, July/August 2015, pp. 10-12

This article outlines five steps for brands to make their online videos 'go viral'.

Rachel Eisenberg and Katie Hrdy, WPP Atticus Awards, Highly Commended, Nature and Value of Insights, 2015

This report discusses how marketers can reach consumers on mobile, engage them and increase their share of activity, with a focus on the US market.

Ray Crook, WPP Atticus Awards, Merit, Nature and Value of Insights, 2015

This report draws lessons from analysis of new product launches in Asia to help businesses improve their innovation processes.

Tony Regan, Warc Best Practice, June 2015, pp. 44-46

This article explores the current state of cinema in the UK, detailing key opportunities for advertisers and giving advice for planners.

William Ratcliffe and Chris Coulter , Warc Best Practice, May 2015

This article outlines three best practice strategies for engaging with consumers on issues around sustainability and the environment, at a time when people have become sceptical of marketing claims due to exposure to 'greenwashing'.

Tony Regan, Warc Best Practice, April 2015, pp. 20-22

This article explores some of the issues when planning for out of home, including changing formats, broad audience reach and measuring effectiveness.



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