Article
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WARC 100, April 2018
This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
Article
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Matthew Carlton, Event Reports, YMS18, March 2018
Snapchat users tend to be very active on the platform, but unlike other social media platforms, they don’t accrue many followers and much of their interaction is with close friends – so brands need a different strategy.
Case Study
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Tracy Reilly, Zeida Camacho, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.
Case Study
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Alejandro Lozada, Ericka Tolosa, Pablo Batlle, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.
Article
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Article
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WARC Exclusive, April 2018
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, April 2018
Looks at how one company is working to leverage behavioural insights to design better cities and public spaces which celebrate how people and communities live, work and play.
Article
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Stephen Whiteside and Geoffrey Precourt, Event Reports, 4A's Accelerate, April 2018
Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.
Opinion
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Gareth Kay, April 2018
The tech businesses of Silicon Valley are hiding behind Big Data and as a result, have become disconnected from the lives of real people, says Gareth Kay.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the hair care category.
Opinion
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Axel Steinman, March 2018
Our lifestyles have never been busier but technology underpinned by AI, such as voice search, makes our lives easier and saves us one of our most valued commodities – time, argues Bing’s Axel Steinman.
Article
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Neil Davidson, Event Reports, SXSW 2018, March 2018
SXSW, an annual event where business intersects with innovation, provides an insight into which new technologies might be valuable to brands in the near- and long-term future.
Gunn Report
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Gunn Media, March 2018
The Gunn Media 100 is an annual ranking of the world’s most awarded advertising and marketing campaigns in media competitions around the world, and the companies that created them.
Article
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Low Lai Chow, Event Reports, Neuromarketing World Forum, March 2018
Five trends impacting consumers in Asia – including globalization of work, new approaches to parenting and the popularity of traditional medicines – based on a survey of 26,800 people.
Article
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David Taylor, Market Leader, Quarter 2, 2018, pp. 32-35
Describes how brands can achieve growth by using common sense, instead of following current industry fashions.
Article
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Jem Fawcus, WARC Exclusive, March 2018
Open Banking, a concept quickly becoming reality in 2018, enables individuals to grant companies access to their financial data so that businesses can develop and provide new and improved products and services.
Article
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Anna Hamill, Event Reports, Socialbakers Social Media Summit, March 2018
With the rise of new platforms such as Instagram Stories and the increased challenges of perennial brand favourites such as Facebook, the future of social media in the next 12 months is uncertain.
Article
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Elen Lewis, Market Leader, Quarter 2, 2018, pp. 8-9
Gemma Greaves discusses with Diageo’s Syl Saller and John Lewis’ Craig Inglis how bravery is necessary to do better marketing.
Article
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Alexander Tevi and Scott Koslow, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 111-128
Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.
Opinion
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Sonya Misquitta, March 2018
As advertisers, we are reminded that trust takes decades to build and can be destroyed in an instant.
Article
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Belia E. Jimenez, WARC Best Practice, March 2018
To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.
Article
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WARC Best Practice, March 2018
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
Article
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WARC Best Practice, March 2018
Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.
Article
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Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018
Google, the tech company, believes that building “assistive” brands will be essential as consumer wants and needs change.
