Every week WARC from Home will guide you round the latest thinking on a key topic, pointing you in the direction of must-read articles, seminal research papers and essential webinars, to ensure you are top of the class when we all finally return to office life.
Takes a close look at brand equity – namely the added value a brand can give to a product or service to help to fuel business growth and explores the origins of equity modelling, how brands can be measured, and the impact that marketing can have on brand equity.
Takes a close look at neuroscience, a set of techniques to measure advertising effectiveness that has been growing in popularity among marketers, particularly over the last decade or so.
Summarises the many theories that have been published on frequency management and shares some of the latest thinking on frequency in the era of e-commerce.
Shares key thinking around the path to purchase, how its changing and why, and how marketers can use data and smart measurement to engage consumers along their journey.
Shares some of the key thinking around behavioural economics and guidance on how it can be used to inform marketing strategies.
As much as the business of advertising has changed, encompassing an ever-wider array of channels, the role of the creative brief remains eternal.
As a result of new distribution mechanisms and the rise of social and digital media, the role of content is becoming more important.
Marketers are under increasing pressure to maximise the return on media investments, and this can best be achieved by a coordinated use of complementary channels and platforms.
Distinctive brand assets are a concept increasingly vital for brands looking to stand out in cluttered digital media ecosystems.
Features a look at direct-to-consumer from Nick Geoghegan at eatbigfish, a consultancy that focuses on challenger brands.
A masterclass from Faris Yakob of Genius Steals on how brands should behave in different media environments.
An expert look at this year’s tech trends from Dan Calladine, Head of Media Futures at Carat.
An in-depth look at why creativity is effective, and what types of creativity really work.
Another talk from our Cannes Lions programming in 2019 – a take-no-prisoners presentation from two of the world’s leading strategists: Rob Campbell of R/GA and Martin Weigel of Wieden + Kennedy.
A talk from our Cannes Lions programming in 2019 – our annual Future of Strategy debate, looking at what it means to be a strategist at a time when clients focus on ‘experience’.
A talk from our Cannes Lions programming in 2019 – the global debut of Peter Field’s research on The Crisis in Creative Effectiveness.
Rory Sutherland, Vice chairman at Ogilvy, looks at the surprising power of ideas that don't make sense – and why that creates opportunity for marketers.
‘How Not to Plan’ seeks to explode some of the half-truths, assumptions and outright errors brands and agencies apply to their planning.
WARC, Cannes Lions and 42courses have combined to produce an online learning course in the basics of marketing strategy.
Special offer: WARC subscribers get 20% off this course here.
This course – which is linked with WARC’s Strategy Toolkit – examines the insights and methods behind successful marketing strategies and equips you with the necessary practical skills as well as templates to help you plan, execute and measure your own campaigns.
You will learn the fundamental practical methods covering everything from the research phase, to objectives, KPIs, customer journeys, to briefing and evaluation.
You’ll be learning from some of the industry’s best strategic leaders as well as getting exclusive inspiration from award-winning case studies and research papers from the WARC archive and from Cannes Lions.
To get started sign up here.