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Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

LONDON: Businesses with a strong marketing effectiveness culture are fitter and better able to deliver targets, according to a new study which highlights five behaviours that successful organisations are practising.

Research Paper

This article describes research carried out with mobile operator O2 to establish whether VR is practical within quantitative research and whether it could produce meaningful data.

Article

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.

News

LONDON: As consumers are being asked to hand over more and more personal data, platforms offering a centralised hub that allows users to control who is accessing, and how they are using, their personal data, are on the rise.

Opinion

Dave King, MD at Exterion Media, argues that digital transformation will affect all areas of a business, requiring a clear vision of how that will play out across all teams in the organisation, and how it will help to improve the experience of the customer.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

News

PARIS/SAN FRANCISCO: Havas Group has claimed its new Client Trading Solution – a platform that gives advertisers full visibility on programmatic trading – is a "game changer", but others have been more cautious in their reviews.

Article

This paper introduces Gemius AdReal, desktop and mobile technology available in markets across Europe which recognizes ads and produces data reports estimating Real Users.

News

MUNICH/LONDON: Telefónica Germany, the mobile network that operates under the O2 brand, has joined forces with a British start-up to provide its customers with more control over their personal data in return for more relevant ads.

Article

This event report explores a number of themes that arose at the Mobile World Congress 2017, including new developments in 5G, mobile, IoT, and AR/VR.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

News

LONDON: Transport for London (TfL), the official body responsible for the city's Underground, has conducted a geo-location trial involving Tube passengers that has the potential to offer future opportunities for advertisers.

News

GLOBAL: Top executives from Heineken, Telefónica and Twitter are among the judges Warc is announcing for the Effective Social Strategy category in its Warc Awards scheme, a global search for next-generation marketing effectiveness.

Article

This event report shows how companies are using "mobile outsourcing" to enhance their marketing research.

Case Study

This case study describes 'GoThinkBig.co.uk' a campaign from Telefonica/O2, the pan-European telco, that helped young people to find work in a difficult context.

Case Study

This case study demonstrates how O2, a leading telecommunications brand in the UK with over 25 million customers, used emotive and behaviour-led marketing techniques to raise the profile of its #Wear the Rose campaign.

Article

This event report argues that brands will need to provide cash and in-kind benefits to consumers to continue using their data when new EU regulations come in to force.

Research Paper

This paper looks at the opportunities in the Chinese beer market for new brands as incomes grow, and at the proliferation of smartphones and other digital tools that will create better research in the alcoholic beverage category.

Article

This report explores excellence in connection strategy, channel analysis and measurement, by studying the entries to the 2015 Warc Prize for Connection Strategy.

Article

This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.

Article

This short report summarises the results for Central & South America from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article asks who is talking and listening on social media, and suggests adopting a people-centric model that brings companies closer to their customers, tapping into a source of fundamental customer insight.

Article

This article explains how brands can use in-house accelerators.

Article

This article highlights 10 trends in technology that are expected to become more important and relevant to marketers in 2016.