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Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.

Opinion

Gender equality is less a hot topic than a burning issue right now. With International Women’s Day on 8 March, the7stars’ Frances Revel delve into what Brits really think about gender equality in 2018 and how that might impact advertisers’ media strategies.

Case Study

Interflora Denmark, the flower delivery network, mixed Nordic cultural heritage and botany to market its ASK brand of beer to men.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

News

MADRID: Traditional Spanish telco Telefónica has announced a push into Latin America with its Movistar+ original content platform and the launch of the most expensive Spanish series ever made.

News

LONDON/GENEVA: UEFA, the governing body of football in Europe, intends to deliver more value for the premium sponsors of its various competitions, not least with a major push of the Champions League in Asia.

Case Study

Eros International, one of India's biggest movie production houses, successfully launched a new movie despite a rival launching on the same day.

News

LONDON: Telephone boxes are rarely used to make calls and are alleged to be vehicles for smuggling advertising on to high streets, following increases in new applications as high as 900%, councils say.

Article

In the past couple of years, airline passengers' increased desire to remain connected and consume content on flights has reached a global tipping point.

Article

The telecoms sector is characterised by a relatively high number of brands operating in the TV space, with the result that the mass of conflicting messages affect cut-through, leading to adspend that is not fully cost-effective.

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

LONDON: British-made TV programmes such as Sherlock and Strictly Come Dancing face a “serious threat” because of the rise of Netflix, Amazon and other global streaming services, warns the Director General of the BBC.

Article

Research by e3 has identified a gap between what football fans want from sports media and what they’re actually getting from traditional brands.

Case Study

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Case Study

Sky, a UK telecoms and entertainment company, used a plethora of Hollywood films and stars over a five-year period to show British consumers why Sky Broadband was the best network provider.

Article

This article explores the future of TV and video content over the next five years, based on industry expert interviews, primary GroupM research and secondary research within the UK.

Article

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.

News

GLOBAL: Campaigns for BT Sport, Headspace, JetBlue, KFC and Reese’s have been awarded Golds in the Effective Social Strategy category in the 2017 WARC Awards which recognise next-generation marketing effectiveness.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

LONDON: Amazon Prime Video will broadcast practically all top-level men’s tennis in the UK, except for the four grand slam events, as the ecommerce giant outbid the ATP’s current home, Sky Sports, in a deal thought to be worth up to ...