00:55 – An overview of the budget and ROI discussion and introducing the ARC project.03:56 – What did you discover when you analysed this data?05:09 – The level of diminishing returns06:16 – Does brand size matter?13:10 – How do smaller brands compete in this landscape?15:00 – Share of voice versus share of market.17:07 – Creative commitment. 21:12 – Media choice and allocation.24:42 – Where does TV fit into this?27:39 – CPG and FMCG category...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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Bray Leino
We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.
