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Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This event report explores two aspects of targeting consumers, whether it ought to be used sparingly with a priority for reaching new consumers, or whether budgetary restrictions demand a more careful strategy, one that seeks engagement.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Research Paper

This study advises marketers on how they should rebalance their marketing budgets to favour a healthy mix of promotional advertising and media investment.

Article

This event report argues that the advertising industry has become 'quantophiliac', loving data, and outlines three key areas marketers should focus on to make decisions around investment in digital media.

Article

This report summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

This article explains the pros and cons of programmatic TV (PTV), and how it differs from other programmatic media including addressable TV, streaming, video-on-demand and digital out-of-home.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Research Paper

This report summarises the findings of WARC's latest mobile marketing survey, conducted across North America on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Opinion

At the 2017 Dubai Lynx festival, Asad Rehman, Director Media, North Africa & Middle East, Unilever, and chair of the inaugural WARC Prize for MENA Strategy, was interviewed by Tod Donhauser, CEO of Edelman UAE, as part of Edelman's series of Brand Breakfasts at the festival.

Article

This article discusses the issues in cross-platform measuring TV and digital and why it is important to develop ways to accurately compare their data.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is seeking to transform its agency relationships.

Article

This report examines the significant rise of news consumption in the US in 2016, looking at reach, time spent with medium, most popular sources as well as demographic breakdowns.

News

SYDNEY: Australian homes now have more screens than ever before – 6.4 on average with most of these internet-capable – and as a consequence people are consuming more video content, a new study says, but TV remains the most popular .

Research Paper

In this article, the authors look at measuring the effectiveness of television advertisements in the Programmatic Age and the impact of new digital methods.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Research Paper

This paper examines how dashboard applications might be transformed in order to maintain interest and user attention.

Article

This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.

News

MUMBAI: BARC India, the audience measurement body, has revised its weekly viewing figures, which in future will be based on an updated Universe Estimate that reflects recent developments in the consumer and viewer landscape.

Article

This paper describes how brands can plan a media strategy and maximise effectiveness with newspapers, or, more broadly, newsbrands that now enjoy enhanced reach as audiences increasingly access news online.

News

LAS VEGAS: Universal Pictures is driving progress on digital to generate excitement about its latest movies – and tempt consumers into buying tickets for the vital opening weekend of a film.