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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.

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

Global strategies, campaign updates and trends in the beer and cider category.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.

Article

Examines the findings of the IPA’s Culture First project and shows that successful brands are changing to evidence-based decision-making.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Article

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

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

Opinion

The cocktail party effect is a well-known behavioural bias, whereby humans ‘selectively attend’ to stimulus they deem familiar or important.

Article

Neil Godber, Head of Planning at JWT & Convenor of judges 2018 IPA Effectiveness Awards, Kate Cox, VP, CMO at GoDaddy.com EMEA and Mark Evans, Marketing Director at Direct Line Group, discuss how agency planners can best demonstrate the effectiveness of their activity.

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.

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.

Article

Offers up five ways for marketers to build brands using the element of surprise.

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.

Article

To date, there has been no accurate way to measure how a brand’s investment in the consumer experience affects market share.

Opinion

Sue Unerman, Chief Transformation Officer at MediaCom and a judge on the IPA Effectiveness Awards, asks how we can better define what we do as a profession.

Case Study

Boréale, the Quebec microbrewery, reinvigorated its brand by focusing on its authenticity and rejection of the superficial.

Opinion

Some clients withhold their permission for a case to be submitted for the IPA Effectiveness Awards. Here, the IPA Effectiveness Editor Carlos Grande shares seven ways to win them over.

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.

Article

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.

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

Explores advertising in a recession through the evidence available in the Warc archives and beyond - typically, recessions will cause businesses to reign in advertising spend in the short term, a mistake, the paper argues, that could cause long term damage to a brand.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.