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Case Study

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

Article

This article provides marketers with information about how to balance long-term and short-term strategies.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Research Paper

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

Case Study

easyJet, the British low-cost carrier airliner, focused on brand building through data and tech in the UK.

Opinion

Emotional advertising is in vogue right now. But how much do we need to do and how much is too much? WARC was at Brainy Bar 7 to hear.

Article

Marketers get better return on investment from multichannel marketing strategies than investing in a single channel.

Article

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

Article

The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.

Case Study

Universal Studios Singapore, Universal's theme park, grew awareness with its Halloween Horror Nights event.

Article

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.

Article

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Article

Looks at the importance of media integration in an age of fragmentation and advises marketers on how to integrate not only their paid media but also their owned and earned media.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

Article

Discusses the techniques marketers can use to estimate the likely impact of marketing activity.

Article

Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.

Article

Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Article

Imperial Brands, a Tobacco company, used insights automation to pave the way for the efficient democratisation of insights globally, to create a strategic role for market research within its corporation.

Article

Les Binet, head of effectiveness at adam&eveDDB, and Peter Field, marketing consultant at Peter Field Consulting, share their new paper "Effectiveness in Context", which was launched at IPA Eff Week.