Article
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WARC Exclusive, April 2018
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Article
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WARC Best Practice, March 2018
This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.
Opinion
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WARC Contributor, February 2018
Personalities on radio are a long-standing form of influence. Abby Carvosso, Group MD, Advertising at Bauer Media, shares some insights about the radio company’s pairing of talent and brands .
Article
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David Ward, ANA Magazine, ANA Magazine, December 2017
Examines how marketers can best reach commuters through reliance on a combination of traditional and digital platforms as tools of engagement.
Case Study
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Clare Elder, Gareth Orr, WARC Media Awards, Grand Prix, Effective Channel Integration, and Cross-Channel Measurement Special Award, 2017
UK broadcaster Channel 4 covered and promoted the 2016 Rio Paralympics through an inspirational campaign.
Research Paper
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Lara Stocchi, Carolina Guerini and Nina Michaelidou, Journal of Advertising Research, Vol. 57, No. 3, 2017, pp. 260-271
Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.
Research Paper
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Raquel Sánchez-Fernández, David Jiménez-Castillo and Angeles Iniesta-Bonillo, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 671-690
The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.
Opinion
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WARC Contributor, September 2017
Ahead of October’s Festival of Marketing, a panel discussion at the event will address recent research that shows how brands and advertising should be leading the way for the media to reflect the society in which live.
Article
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Brian Carruthers, Event Reports, IAB Sound Investment, July 2017
This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.
Research Paper
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Saul Dobney, Carlos Ochoa and Melanie Revilla, International Journal of Market Research, Vol. 59, No. 4, 2017, pp. 495-516
The main goal of this research is to study the impact on the answers and data quality of making conjoint questions more realistic by introducing some randomised noise into the descriptions of the conjoint levels or by simulating the way an e-commerce website displays products.
Case Study
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Marketing Society UK, Excellence Awards, Commended, 2017
This case study shows how Churchill, an insurance brand, transformed itself into a social crusader with a campaign that aimed to improve road safety by bringing the lollipop lady back to the UK streets.
Article
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IAB Europe Research Awards, Winner, Audience Measurement, 2017
This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.
Article
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SABRE Awards, Silver, North America, PR Agency Citizenship, 2017
Ketchum, an advertising agency, quickly lived up to its employee commitment of supporting CSR initiatives at a global scale by dramatically increasing the number of projects the company undertook in the seven years since the program's launch.
Research Paper
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Rex Y. Du, Linli Xuy, Kenneth C. Wilbur, ARF Experiential Learning, ARF Annual Conference 2017
This paper explores the connection between television advertisements and post-advertisement internet searches in the United States, in relation to fantasy sports and pick-up truck brands.
News
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08 March 2017
NEW YORK: President Trump's propensity for tweeting about anything from developments in reality TV to criticisms of specific companies and brands is leading to a surge in a new business area for PR agencies.
News
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07 March 2017
SYDNEY: Supercheap Auto (SA) created a retail bonanza out of its Bathurst 1000 event sponsorship that was second only to Christmas in terms of sales, a senior executive at the company has revealed.
Article
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Brooke Hemphill, Event Reports, Mumbrella Retail Marketing Summit, February 2017
This article shows how Supercheap Auto, an Australian automotive accessories brand, used sponsorship of the Bathurst 1000 race to create an experiential retail success second only to Christmas in sales revenue.
Article
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Brooke Hemphill, WARC Exclusive, February 2017
The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.
Case Study
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Sarah Jones, WARC Media Awards, Gold, Effective Channel Integration, 2016
This case study describes how Churchill, a UK insurance company, found a point of difference by launching a campaign to help increase safety of children going to school.
News
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25 November 2016
LONDON: Digital audio accounts for only a small part of UK advertising expenditure but it is growing as more consumers listen to music and podcasts on smartphones and as media owners seek to take advantage of cross-media opportunities.
News
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24 November 2016
LONDON: They don't want to be put in a box but that is one of several traits that new research has identified among 35-54 year olds in the UK, a group it has dubbed the "Luminaries".
Case Study
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The Communication Agencies Association of New Zealand, Gold, 2016
This case study describes how Ziera, the New Zealand women's footwear brand, repositioned from its comfort over style history, into a smart, empowering choice that embraced both style and comfort.
Case Study
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Marketing Society UK, Excellence Awards, Winner, 2016
This case study describes 'GoThinkBig.co.uk' a campaign from Telefonica/O2, the pan-European telco, that helped young people to find work in a difficult context.
Article
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Joseph Clift, WARC 100, March 2016
This report analyses the world’s best marketing campaigns, as ranked by the Warc 100, to uncover shared creative, media and measurement strategies.
Research Paper
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María-del-Carmen Alarcón-del-Amo, Carlota Lorenzo-Romero and Miguel-Ángel Gómez-Borja, International Journal of Market Research, Vol. 58, No. 2, 2016, pp. 277-300
The main objective of this paper is to understand user interaction behaviour on social networking sites (SNS), and to investigate cultural influence on acceptance and use behaviour.