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Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Article

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

Explains the ingredients that will lead to success for planners in a new and changing environment.

Opinion

If data really is the new oil then it’s high time advertising started learning lessons from the oil industry, suggests Alex Steer of Wavemaker.

Research Paper

Looks into some of the most influential personalities in the Philippine social media and examines their Fan Activity Maps – a web of connections that shows all the other fan pages that share the same active fans of any given brand or influencer page.

Opinion

A confluence of factors caused something special to happen in the 1980s, writes the 4A’s Marsha Appel.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Article

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

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Article

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

Article

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.

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

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

Article

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

Article

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

Research Paper

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

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 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

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