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28/09/2020 Marc Pritchard, the chief brand officer at consumer packaged goods manufacturer Procter & Gamble, has set a deadline of September 2021 for a “transparent and level” form of cross-platform measurement.
28/09/2020 Nearly a decade ago, in a conference ballroom in Beijing, I first heard Professor Byron Sharp present the thinking from his breakthrough book, How Brands Grow.
News
28/09/2020 COVID-19 and recession mean the next 18-24 months will be a difficult time in which resilience planning will be essential for businesses everywhere; a new white paper from WGSN sets out what marketers need to know.  The Value Shift, from WGSN, ...
News
28/09/2020 Luxury brands and fashion retailers in Hong Kong have taken a battering this year as a combination of COVID-19 and political tensions with mainland China have kept high-spending tourists away, but the question is whether they can recoup their ...
Opinion
28/09/2020 The launch of Google Search was a game changer. Twenty-two years on brands need to get search right more than ever, says Jon Buss.
News
28/09/2020 The hard-hit travel sector has started exploring digital tourism experiences but marketers doing so need to consider the mindset or reason for travel rather than traveller types or specific audiences.
News
28/09/2020 Apple, Google and, more recently, Spotify may dominate the podcast market, but smaller media groups, even those in niche markets like Norway, are experimenting with podcasts to drive subscribers and ultimately generate more ad revenue.
28/09/2020 Most brands went into defensive mode during Q2 and Q3 as the world went into lockdown but as we emerge into a new normal, especially one that is likely to be recessionary, here's how a brand can get back on the front foot.
News
28/09/2020 A new report into local and regional European press highlights some of the new fundamentals of the news business, and how to balance advertising and direct reader revenue.
25/09/2020 New research by WARC Data shows that brands have invested more money in e-commerce platforms and less in conventional media in the months following the COVID-19 outbreak.
News
25/09/2020 Advertising on TV delivers double the perceived level of quality and popularity than advertising on social media, according to new research that also suggests TV triggers the strongest ‘signals’ across all categories and audiences.
25/09/2020 An international presence allows brands not only to broaden their footprint into fast-growing markets, but also protect against the impact of an economic slowdown at home - Graham Staplehurst explores the results of new Kantar research into the brands that have succeeded and those that have not.
News
25/09/2020 Advertising is particularly effective in pharma categories where pricing is shaped by a “leader” and a “follower” brand dynamic, according to a study in the Journal of Advertising Research (JAR).
News
25/09/2020 The news cycle related to COVID-19 no longer influences trends on the FMCG market in Southeast Asia. Instead, new socio-economic and behavioural patterns are shaping the future state of the industry, according to a study by Nielsen.
25/09/2020 Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.
News
25/09/2020 Media owners must find a sweet spot in the balance between reader and advertiser revenue to be able to absorb market shocks and Bloomberg Media believes it is getting closer to that optimal business model.
News
25/09/2020 COVID-19 is changing how CMOs view the customer experience, with their focus now moving beyond the simple elimination of pain points to build differentiation and delight.
News
25/09/2020 After a huge fall off in road traffic during India’s lockdown, new data suggests travel times are rapidly approaching normal once more, and are “close to peak time”, so making the case for OOH advertising.
News
24/09/2020 A new study reveals serious public concerns about the spread of misinformation and its impact on trust between consumers and brands – it even suggests that European consumers have wrongly spent billions of euros and pounds on products and services ...
Opinion
24/09/2020 WARC’s Chiara Manco looks back at past winners of the Jay Chiat Awards to uncover successful strategies that can help marketers tackle today’s unique challenges.
Opinion
24/09/2020 There's a growing acceptance that the digital advertising industry needs to change, but how? Damon Reeve looks to the Fair Trade movement as an example of how things could develop.
Opinion
24/09/2020 Kawal Shoor offers a breakdown of The Womb's research into India's silent majorities and the questions that marketers must now ask themselves about untapped opportunities to engage.
Opinion
24/09/2020 In June, WARC delved into some of the new trends  which were defining the early stages of the COVID-19 response from brands.
News
24/09/2020 Daily online content consumption around the world has soared since the start of the COVID-19 pandemic, doubling on average from 3 hours 17 minutes to 6 hours 59 minutes, a new study finds.
News
24/09/2020 Amazon, the e-commerce and now advertising juggernaut, has been found limiting competitors’ ability to buy ads, in revelations that add to growing pressure on the company over alleged anti-competitive behaviour.