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Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Case Study

James Heal, the UK textile testing equipment manufacturer, redesigned its brand to focus on the quality of its products to increase turnover and profit.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Opinion

Rob Isaacs, Head of Content and Partnerships at Lucky Generals and a judge for the 2017 Effective Content Strategy category at the WARC Awards, says that content marketing campaigns need to learn to love data.

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

The Fluent Device is a creative conceit (slogan or character) that is used as the primary vehicle for the drama of a long-running campaign; here a behavioural expert explains why they are effective.

Article

This article examines how brands can create communications earlier in the purchase journey - before the competitive active stage - by using data signals to identify the pre-triggers for purchase, illustrated by case studies from the banking and finance sectors.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Article

This article examines the rise of online video and on-demand services, cutting across traditional TV audiences, though TV has retained its position as the dominant awareness-raising medium.

Article

This short report summarises the results for the financial services category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

News

HALIFAX, NOVA SCOTIA: In many respects, there is little to distinguish one music streaming service from another except perhaps their audiences – and they need to do more on understanding these.

Case Study

This case study details how Cineplex, a cinema chain, increased sales and brand affinity through branded content.

Article

This article offers guidance and advice on how to select the right format and delivery channel for video ad campaigns, and which metrics to use to measure awareness, engagement and conversions.

News

Case studies from the Cannes Creative Effectiveness Lions were the most-viewed on Warc during 2016, with the Grand Prix winner from UK retailer John Lewis the number one paper overall.

Article

This paper explores how to select the correct metrics to measure the social media activity and engagement of consumers with a brand during a campaign.

Article

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Article

This event report details how various companies have innovatively used social video and presents six key insights that drive its effectiveness.

Case Study

This case study shows how first direct, a financial services brand, further increased the brand's share of new current accounts in the UK by drawing in a profitable millennial audience.

Case Study

This case study describes how Help to Buy, a government initiative in the UK to help people buy a home, launched a campaign to raise awareness and uptake.

Case Study

This case study describes how TSB, a bank created from the break-up of Lloyds Banking Group in the UK, launched its new brand values to grow the business.

Case Study

This case study describes how Barclays, a major bank in the UK, changed its business strategy to include social responsibility, transforming its reputation and business success.

Case Study

This case study shows how Santander, a financial services brand, successfully challenged larger rivals in the current account market with an integrated campaign.

Case Study

This case study explains how Ulster Bank increased sales of mortgage products by focusing on fairness to rebuild trust in the Republic of Ireland and Northern Ireland, UK.