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Case Study

Andersen Windows, a windows manufacturer, increased sales of its custom-sized windows in the US through paid search, social and digital ads.

News

Marketers appear to be confusing metrics when it comes to measuring the success of content campaigns, new research has concluded.

Article

Global strategies, campaign updates and trends in augmented and virtual reality.

Research Paper

When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Mondelez International, the consumer packaged goods company, has fostered engagement with the LGBT community in various ways.

Article

Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Opinion

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

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.

Article

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

Article

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

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.

Research Paper

The Financial Conduct Authority, a conduct regulator for financial services and financial markets in the UK, increased awareness of the 2019 PPI complaints deadline through a creative campaign based on consumer research in the UK.

Case Study

Soft drinks company Coca-Cola created FanFeat, a competition for music fans, to boost sales among 12- to 24-year-old Brazilians, achieving record teen engagement and an increase in Coke sales.

Research Paper

Google, a multinational technology company, created two studies that delivered empirical findings to uncover the effectiveness of an offline campaign in France.

Research Paper

Radiocentre, the industry body for UK commercial radio, launched a research survey of media decision makers to reveal the extent to which perceptions lead media decisions.

Article

Unilever, the consumer packaged goods giant, is taking a nuanced approach to influencer marketing in reflection of this strategy’s current strengths and weaknesses.

Article

Learn from some common mistakes that marketers make, as a selection of leading figures in the advertising world share their experiences.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Case Study

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

Case Study

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.