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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

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Opinion

The entry deadline for the IPA Effectiveness Awards is in sight. Even if you are behind schedule, don't panic! IPA Effectiveness Editor Carlos Grande summarises how to avoid the most common pitfalls that keep entrants off the Awards shortlist.

Article

Discusses the issue of ad wearout, including the challenges for advertisers and tips on how to face them.

News

DETROIT: US auto giant General Motors has announced that it will cease reporting monthly auto sales, arguing that such a short period does not provide an adequate impression of the broader auto industry or the company’s place within it.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Brands should beware becoming addicted to digital hypertargeted advertisements which can be detrimental to brands in the long term.

News

LONDON: ISBA, the Incorporated Society of British Advertisers, is to adopt a new viewability standard and has called for advertisers around the world to be given the facility to buy digital display at 100% in view.

Opinion

Tom Roach, Managing Partner, Performance, at BBH London compiles his own selection of the most important data and charts by the IPA’s Godfathers of Effectiveness.

Opinion

What does a crash course in marketing theory teach you? WARC’s Editorial Assistant (Awards) Chiara Manco is currently studying for the IPA Foundation Certificate.

News

LONDON: Marketers need to adopt a different approach to measuring digital marketing effectiveness, according to a new report which makes the case for a Return on Brand Impact (ROBI) metric.

Article

Explores the current writing and thinking on the effectiveness of radio, a medium with inherent persuasive strengths and a track record of strong RoI.

Article

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.

Article

Reveals the books that influenced Nick Hirst, head of planning at adam&eveDDB.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Article

Discusses the race between Apple, Google, Facebook, Snapchat and Twitter to win a slice of the long-form, original video market and how the outcome is likely to have a major impact on video content consumption habits globally.

Article

This article explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

News

BEST OF 2017: Effective marketing rarely involves an either/or choice of media, and WARC’s most-read articles on this subject in 2017 indicated that effectiveness will often require a balanced mix in which TV is likely to play a prominent ...

Article

Microsoft, the technology company, has enhanced its efforts at measuring digital advertising effectiveness having identified certain issues that needed to be resolved.

Article

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Case Study

Leveraging customer insight and digital data, American knives manufacturer Benchmade increased its market share through an effective campaign.