Article
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Sam Peña-Taylor, Event Reports, MRS Impact, March 2018
Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.
Article
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Hugh Burkitt, Market Leader, Quarter 2, 2018, pp. 17-17
Examines the impact of the internet on society and how Twitter, in particular, has affected online discourse.
News
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19 March 2018
NEW YORK: Common Ground, a coalition of the six largest advertising groups in the world, has joined forces with Google to launch a global campaign in support of the United Nations’ Sustainable Development Goals.
Article
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Geoffrey Precourt, Event Reports, IAB 2018 Annual Leadership Meeting, February 2018
Glossier, the beauty brand, has subverted norms in its category through both its digital-first approach and adopting a distinctive overarching philosophy.
Article
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WARC Best Practice, February 2018
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Opinion
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Lucy Aitken, January 2018
Harjot Singh is Chief Strategy Officer of McCann Europe, and, this year, will judge the purpose category of the WARC Awards 2018 .
Research Paper
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Benjamin Ganz and Anthony Grimes, Journal of Advertising Research, Digital First, January 2018
This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.
Article
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Euromonitor Profiles, January 2018
This Company Profile from Euromonitor provides key details and analysis of Avon Products.
Article
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Euromonitor Profiles, January 2018
This Company Profile from Euromonitor provides key details and analysis of Mary Kay Inc.
Research Paper
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Charlotte Lecuyer, Sonia Capelli, and William Sabadie, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 436-446
For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.
Article
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WARC Trends, December 2017
Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.
Article
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WARC Trends, December 2017
2018 will be pivotal to the development of digital, as issues such as ad fraud and unfavourable viewability standards are costing global advertisers billions of dollars.
Article
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WARC Trends, December 2017
WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Case Study
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Lucy Johnson, Kathryn Howcroft and Claire Capper, WARC Media Awards, Shortlisted, Effective Channel Integration, 2017
Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.
News
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01 November 2017
TORONTO: Canadian consumers consider authenticity to be a key factor in purchase decisions, but companies in Canada lag in delivering on this key element according to a new report.
Case Study
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Chan Su Ling, Marlo Ongpin, WARC Prize for Asian Strategy, Entrant, 2017
Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.
Article
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Brian Carruthers, Event Reports, IAB Engage, October 2017
McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.
Article
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Chiara Manco, Event Reports, WARC Awards Event, September 2017
Developing an effective social strategy can be difficult, given the platforms are constantly evolving, but there are some constants.
Article
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WARC Best Practice, September 2017
This article provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
Case Study
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SABRE Awards, Gold, Asia-Pacific, 2017
Coca-Cola, the soft drinks brand, used an iconic billboard and PR strategy to highlight colourful local characters and build connections with people in Sydney and across Australia.
Case Study
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David Warren, The Communications Council, Silver, Australian Effie Awards, 2017
This case study looks at how TAL, an Australian life insurer, launched an unknown brand into a mistrusted category without changing any aspect of the product.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2017
This event report addresses how digital data is changing the face of political communications, with potentially mixed results for voters.
Article
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Joseph Clift, Event Reports, Lessons from Cannes, August 2017
This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.
Case Study
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Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2017
This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.
Article
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WARC Best Practice, July 2017
This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
