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Article

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.

News

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Article

Tweets are such an important part of online life that they have started to bleed into life offline; this article explores the arc of that process.

Case Study

Diverse & Resilient, a non-profit organisation in Milwaukee, launched a new condom brand to educate teens on safe sex.

Article

The Financial Times favours direct relationships with advertisers which theoretically reduces its exposure to fraud.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

News

LONDON: Advertisers and agencies routinely overvalue digital media channels and undervalue traditional ones when it comes to brand building, new research suggests.

Article

In order to remain viable as premium publishers, newsbrands now need to make the case in favour of enhanced target audience definitions that combine print and digital audiences in a strong and persuasive way.

Article

The continued growth of streaming audio platforms and the rise in the use of voice assistants are creating opportunities for brands to communicate with consumers digitally, outside of any visual reference.

Article

The WARC 100 is an annual ranking of the world’s best marketing campaigns and companies, based on their performance in effectiveness competitions.

Case Study

Carlsberg, a global brewer, redesigned its packaging in the UK in order to make it relevant to Millennials and re-establish Carlsberg Export as a premium beer.

Research Paper

This study examines the use of trap questions as indicators of data quality in online surveys. Trap questions are intended to identify respondents who are not paying close attention to survey questions, which would mean that they are providing sub-optimal responses to not only the trap question itself but to other questions included in the survey.

Case Study

Pip & Nut, a nut butter brand, designed unconventional packaging for the health foods category in order to stand out from the crowd and show that nut butters can be a healthy snack.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Case Study

HP, the American technology company, raised awareness of print security as a category and increased B2B sales in Canada through an educational documentary.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Case Study

The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.

Data

This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.

News

LONDON: Ads that are served alongside premium content elicit stronger engagement and long-term memory encoding than ads viewed on social media, according to a recent neurological study.

Opinion

Richard Shotton’s new book The Choice Factory is about the decisions we make every day, and the biases that complicate them.

Article

Explores shopping and retail trends in Thailand for the next two years, including hypermarkets, specialist retail, convenience stores and e-commerce.