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Around 40 years after planning was invented, there are two philosophically different camps within the discipline, each competing to be seen as the most valuable. The divide is between 'conceptual' planners, who have their traditional home in creative agencies, and 'practical' planners, who traditionally live in media agencies. This essay argues that the great divide can and will eventually be crossed, thanks to what has already happened in digital agencies. The result will be a new breed of 'experience' planner, who will take their cues from the realms of user experience architects. These new types of planner will think about ordering smaller experiences, such as a click or reaction, into a coherent overall journey that results in a positive experience.
Warc's 2012 Toolkit is a guide to new ideas and best practice in marketing from around the world, based on analysis of key papers and case studies by Warc's editors. It highlights the key challenges that marketers face in 2012 and how major brands are responding. It features 10 chapters: the rise of the new middle classes; 'Glocal-plus' brand management; media orchestration; growth through innovation; sponsorship ROI; integrating offline and online word-of-mouth; brand journalism; social media measurement; real-time planning; and cultural insight. Each chapter includes: a briefing on the challenge and its driving trends; further detail and links to additional reading; case studies and data to support the argument; and concluding action points.
The trends listed in this article are already occurring but will become increasingly significant in 2012. The list also includes implications for brands, and covers the diverse uses of mobile such as in commerce and television; the growth of walled gardens and ecosystems; real-time bidding for advertising; educational uses of digital services; and guerilla marketing.
With ever more technology at their fingertips and changing attitudes to media ownership, this article looks at how the Millennium generation (or Generation Y) of teens and young adults is embracing and shaping these innovations. Many trends among the Millennium generation, such as wireless communications, have been brewing for years and are just now becoming a reality, while others such as students owning tablets have come about because of swift advances in technology. Other trends include fans embracing live music performances as owning music is considered old fashioned and Generation Y eschews heavily branded clothing for more generic looking items.
2012 will see the growth of integrated marketing, and marketers have to be prepared to let go of the old channel-centric model and embrace a collision of currencies where different parts of a marketing organisation will value different things. Marketers will look into the Cloud to understand a whole new generation of consumers for whom content and experiences are truly universal. Because the method of distribution is less important to them, channel planning will also become less relevant, perhaps to be usurped by 'experience planning'. However, content still looks set to remain king.
All brands are local at heart, with the potential to be global. The history of globalisation can give a hint of where brands are headed in a global market where uncertainty has become a key to shaping consumer decision-making. As the BRIC countries continue to expand and more affluent nations are trapped in the debt overhang of the economic crisis, BRIC-based companies are likely to add brands to their portfolios. Another trend will see iconic brands decline as, in the future, there will be too many brands chasing too few possibilities. Uncertainty will redefine global brands from the bottom up.
What makes a luxury brand desirable? This article looks at the ingredients of a luxury brand and how to market them. Self-assertion, differentiation and appreciation are the three major motivators that drive people to desire luxury brands. There are eight elements that make up an analytical 'toolbox' to audit and leverage brand potential. These include delivery of superior performance; pedigree and history; paucity - natural, technology-driven or tactical-driven; persona; celebrity association; placement; public relations; and pricing.
This is the summary version of a Warc Trends report on shopper marketing (a full version of the report is also available on Warc). The summary version provides a concise view of key trends in shopper marketing worldwide, and analyzes how brands are innovating along the customer journey. It includes an executive summary of findings from the full report, together with key insights on the changing path to purchase and new approaches to shopper insight, as well as tips for integrating shopper work with broader marketing activity. The report's data slides include information on the role of digital channels in the path to purchase, and on marketers' attitudes to measurement.
With technology changing at a rapid rate, this article highlights four resulting key trends that are expected to play out across the next five years, and their implications for brand strategy and communications programmes. Hyper-connected devices could help drive brand love; hyper-connected web and mobile applications will require better filters for consumers, and in turn brands will need to be more relevant. Mobile phones will become a hub for all digital life and an increasingly mobile-directed experience will mean the emphasis will shift from 'push' to 'pull' marketing.
This briefing offers an overview of the history, theories and key trends related to Brand Architecture. It describes the historical patterns which have encouraged marketers to develop different approaches to exploiting their brand portfolios. Different models of brand architecture, including the house of brands and the endorser brand, are explained. The report also recommends further reading of case studies which employed brand architecture strategies by Boots, Pillsbury, Garnier and others.