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News

SINGAPORE: In Singapore’s competitive food delivery category, McDonald’s cannot afford to rest on its laurels, according to senior executives who worked on the award-winning McDelivery campaign which topped the global Gunn Media 100 ...

News

LONDON: New research has dismissed suggestions that the Facebook data scandal will significantly alter the course of advertising spend, as social media, a channel expected to receive a 25.4% of digital ad spend this year, looks to survive through ...

Article

Global strategies, campaign updates and trends in the hot drinks category.

News

PALM DESERT, CA: Brands must adapt to a marketing universe where “data-enriched value” from direct consumer relationships becomes a key element of the strategic mix, according to Randall Rothenberg, President/CEO of the Interactive ...

Research Paper

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

Article

"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.

Article

Radiocentre, the industry body to promote greater use of radio advertising on UK commercial radio, launched a new campaign measurement and benchmarking initiative, Radiogauge, ten years ago.

Article

Aims to present some basic ideas on sales analysis to serve as a starting point for any novice assigned the task of analysing a firm’s sales data.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Article

The nebulous entities of the City and Wall Street are often to blame for the short-termism that has afflicted marketing budgets in recent years, but analysts' outlook is changing.

News

BOCA RATON, FA: Procter & Gamble (P&G) intends to cut its advertising agency and production costs by a further $400m by the end of its fiscal year on June 30, 2021.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

Case Study

ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.

News

GLOBAL: Successful brands allocate 13% of their media budgets to out of home advertising, while the channel’s share of global display adspend has remained stable over the last decade, according to a new analysis of the sector by WARC Data.

Case Study

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

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.

News

LONDON: The UK’s ad market reached a new milestone during the third quarter of 2017 as almost one in four pounds spent on advertising went to mobile, which posted year-on-year growth of 30.7% to £1.3bn, according to Advertising ...

News

GLOBAL: Major sporting events and political campaign spending are expected to underpin growth of 4.7% in the global ad market – the strongest rate since 2011 – as the PyeongChang Winter Olympics and Russia World Cup help push marketing ...

Article

As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Article

Explores the current thinking around the subject of marketing on LinkedIn, the Microsoft-owned social network aimed at professionals.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Article

The declaration that big brands are dying always receives attention, so extensive analyses are used to debunk some myths and outline what strategies make sense for big brands to follow.

Article

The Senate special election between Doug Jones and Roy Moore in Alabama led to a surprise victory for the Democrat candidate, and also has some useful advertising lessons.