The latest content on Warc includes a detailed look at creating a "mobile first" strategy, ad research papers from the ARF's Re:Think event, insights on Latin America and a range of reports from conferences around the world. There's also news on the Warc Prize for Innovation 2014 which is now open for entries.
Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.
It’s personal, interactive and central to consumers’ lives. This primacy of mobile should be reflected within brand communications.
The Mobile first shopper strategy reveals how fmcg companies like Unilever and Mondelez are putting mobile at the heart of their communications, bridging the gap between brand and shopper marketing.
The future of mobile marketing details seven ways that mobile marketing will be most effectively deployed in future.
Mobile programmatic explains how brands have a huge opportunity to pay only for those consumers they want to reach.
And Avoid the mobile pitfalls shows why brands need to define the user engagement they seek, and then back it with the content and measurement systems to achieve their goal.
New findings in ad research
The ARF’s annual Re:Think event showcases the latest thinking in advertising research, as evidenced by these papers presented in the Experiential Learning stream:
Predicting sales from ad testing describes how McDonald’s measured the impact of its advertising over a six-year period, and found the quality of creative to be crucial.
Marketing stimuli effectiveness explains how brain scans can be used to understand the 'neural signature' of effective TV ads and predict ad effectiveness.
Delivering brand value through high-impact ads reveals how certain types of digital display ads can go beyond direct response to offer brand-building potential.
Learnings from LatAm
Success in Latin America is a key component of any global strategy, offering as it does a consumer market worth US$3,646 billion and a population of 611 million. Here are some new insights on the region:
Beyond brand tracking describes the development of tools to track the effectiveness of campaigns by Coca-Cola surrounding its sponsorship of the 2014 FIFA World Cup in Brazil.
Leadership imperative discusses how Zurich Life implemented a strategy in Latin America in response to the emergence of a new middle class.
From BOP to emerging middle class picks up the theme, outlining the purchasing habits, priorities and aspirations of the region’s low-income consumers.
Reports from IEG Sponsorship 2014 show how new developments are transforming partnerships, with examples from Bank of America, Johnson & Johnson and Ford.
From AdAge Digital see how Audi used Snapchat to engage consumers.
Coverage from ANA Media Leadership brings the latest thinking on programmatic.
Advertising Week Europe includes the omnishopper, the purchasing loop and how to create a participation brand.
And the World Retail Conference Asia Pacific reveals the retail strategies of a range of brands.
An insight into car advertising
How automotive advertising works (open access) is based on analysis of IPA Effectiveness case studies. It shows how ads that target penetration, rather than loyalty, and that balance emotional cues with rational information work best.
Warc Webinar: Brand assets
Register now for the Warc Webinar How to build your brand assets into a source of strength with Jenni Romaniuk of the Ehrenberg-Bass Institute. It takes place on May 29 at 2pm BST.
Warc Prize for Innovation 2014
We’re on the hunt once again for the finest examples of innovation in communication, with the launch of the Warc Prize for innovation 2014. Enter now to stake your claim to the $10,000 prize pot.