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Opinion •
Brands are relying too heavily on average media metrics to understand their audiences’ social media habits, resulting in an incorrect belief that all social media users have tiny attention spans and just want ‘micro moments’, argue Yanling Leow and Alisdair Gray of iris Singapore.
Article •
This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.
Research Paper •
This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.
Opinion •
Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.
News •
CANNES: The Paramount Network, a cable and satellite channel set to be officially launched by Viacom next year, believes it has some in-built advantages in terms of both brand recognition and programming as it seeks to build an audience.
News •
NEW YORK: In the cluttered media world of the average consumer it can be difficult to achieve cut through, leading to a school of thought, across both traditional and digital media, that ‘less is more’ – for consumers and ...
News •
LONDON: The Creative Effectiveness Lions have become one of the most closely watched categories at the Cannes Lions festival, attracting an ever greater number of entries and signposting trends to follow for advertisers wanting to have an impact on ...
Article •
This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.
News •
LONDON: Lebanese news TV station, Murr Television, has won the Grand Prix in WARC’s inaugural prize for Middle Eastern and North African strategy thanks to a campaign from TBWA/RAAD that helped to fix the country’s life-endangering ...
News •
DELHI: Amazon Pay, the ecommerce giant’s digital wallet service, has entered into competition with Flipkart and Paytm’s payment options, amid stellar growth in payment services in India.
Article •
This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.
Article •
This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.
News •
LONDON: One in three marketing campaigns in the UK is now focused on securing the necessary permission to ensure compliance with the General Data Protection Regulation (GDPR) which comes into force next year, a study suggests.
Article •
This event report addresses how RESTASIS, a brand owned by pharmaceutical manufacturer Allergan, launched its first brand page on Facebook.
Opinion •
Jerry Daykin, Head of Global Digital Media Partnerships at Diageo, is chair of the judging panel for this year's WARC Media Awards partnerships and sponsorships category.
Opinion •
Great media thinkers must be multi-dimensional. They must be able to both understand the rules and create the conditions necessary for creativity to have impact.
News •
ARMONK, NY: Six in ten CMOs and sales leaders believe their industries will be disrupted by cognitive computing and nine in ten agree it is important for their organisation’s future but many are – unnecessarily, according to a new study ...
Article •
This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.
Case Study •
This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.
Article •
This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.
News •
LONDON: More than any previous year at Cannes, online video has proven to be a key channel for creative effectiveness, according to a WARC study of the 122 campaigns entered for the Creative Effectiveness Lions this year.
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.
News •
LONDON: Sky, the UK broadcaster and internet provider, has launched a novel loyalty scheme that offers customers a range of benefits that increase in generosity the longer they have stayed with the company.
Research Paper •
Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.
Research Paper •
This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.