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News

SINGAPORE: Consumers can’t be trusted when it comes to reporting their own behaviour and marketers should look beyond traditional surveys, according to an industry expert.

Article

This article summarises the results of the Global Marketing Index (GMI) for July 2017, when marketing budgets declined for the first time since February.

Article

This article offers insights into the online behaviours of consumers in Japan and Taiwan, and whether traditional consumer surveys need include passive tracking data.

Article

This article explains the reasons for digital consultancies' increasing inroads and how they compare to traditional ad agencies in creative and digital.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

News

LONDON: Senior executives from Target and Microsoft as well as from tech-inspired businesses like Blippar and Waze are joining the judging panel for the Effective Use of Tech category in the WARC Media Awards, announced today.

News

HONG KONG: China's key opinion leader economy is forecast to top Rmb 100bn next year as brands flock to influencers to promote their products.

Article

This article summarises the results of the Global Marketing Index (GMI) for June 2017, when rates of growth slowed and the Americas returned to decline.

Opinion

As the iPhone reaches its 10th birthday, Robyn Lange, a curator at Shutterstock, looks back at how the smartphone has influenced photography, and in turn visual marketing.

News

NEW YORK: Advertising and publishing executives have met to discuss how blockchain technology can bring increased transparency and data security to the ad tech supply chain.

Article

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

Case Study

This case study explains how the UK electronics retailer Currys PC World increased sales around Christmas by being honest about the stresses and difficulties of the period and positioning itself as the solution in a humorous TV ad and social media campaign.

Article

This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Article

This article examines the rise of the iPhone, its competitive market set, and the future for mobiles in the month of the tenth anniversary of the launch of the iPhone, which proved a game-changing invention.

Article

This article examines the total mobile adspend among WARC's twelve key markets, finding that it amounted to $45bn in 2015, which was the last verifiable year of measurement.

News

LONDON: Marketing budget growth was especially strong in Europe in May, but there was also positive growth in the Americas and Asia Pacific, the latest Global Marketing Index (GMI) has shown.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

Article

This article summarises the results of the Global Marketing Index (GMI) for May 2017, when Europe showed continued strong growth versus The Americas' declining marketing budgets.

Research Paper

This paper describes how, based upon item response theory (IRT) and its differential item functioning (DIF), two studies were designed to address two important issues – adopting effective items or inviting proper respondents – involved in the identification of successful new concepts, to test new concepts with different levels of newness.

Article

This short report summarises the results for the food category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This short report summarises the results for the retail category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This short report summarises the results for the financial services category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This short report summarises the results for the FMCG category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.