Case Study
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Michael McDonald-Beraskow, Bryan Dowkes, Chris Campeau, WARC Awards, Shortlisted, Effective Social Strategy, 2018
The Geological Survey of Canada, a government agency, used Instagram to raise awareness of geology and its own 175th anniversary.
Case Study
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Andrea Pagador, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.
Case Study
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Harshvardhan Sahni, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.
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.
News
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09 April 2018
LONDON: UK publishers witnessed 5.6% growth in total digital revenues in 2017 compared to 2016, with the increase largely fuelled by 27% annual revenue growth in display advertising, a new study has revealed.
Article
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Sam Peña-Taylor, Event Reports, ISBA annual conference, March 2018
The Financial Times favours direct relationships with advertisers which theoretically reduces its exposure to fraud.
Research Paper
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Kyle Findlay and Ockert Janse van Rensburg, International Journal of Market Research, Vol. 60, No. 2, 2018, pp. 169-189
This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.
News
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21 March 2018
MOUNTAIN VIEW, CA: Google is to put $300m into a new initiative aimed at helping news publishers in the digital era, by elevating quality journalism and evolving business models.
Article
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Jeremy Bullmore, Market Leader, Quarter 2, 2018, pp. 20-21
Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.
Research Paper
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Rob Jayson, Martin P. Block, and Yingying Chen, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 77-89
Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.
Research Paper
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Terri H. Chan, Rocky Peng Chen and Caleb H. Tse, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 90-110
This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.
Opinion
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Sonia Marguin, March 2018
In the last 12 months, the media and marketing sector has gone through a period of dramatic unrest. The complexity of the digital media supply chain, ad fraud and brand safety have made brands question the platforms they use, and the media brands they chose to partner with, writes Sonia Marguin.
Article
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Chiara Manco, Event Reports, The Guardian Changing Media Summit, March 2018
Marketers need to reflect the world as it really is, to better appreciate the value or print media and to collaborate on data challenges.
News
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08 March 2018
LONDON: Advertisers and agencies routinely overvalue digital media channels and undervalue traditional ones when it comes to brand building, new research suggests.
Article
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Geoff Wicken, Admap, April 2018, pp. 42-43
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
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Reed Karaim, Event Reports, Digital Summit Phoenix, February 2018
The Phoenix Symphony, the city’s largest performing-arts organization, has seen major benefits from moving to an all-digital marketing strategy.
Article
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WARC 100, 2018
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
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Design Business Association, Gold, 2018
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.
Case Study
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Design Business Association, Gold, 2018
Four Winds Vineyard, a small family-owned winery outside Canberra, Australia, redesigned its wine bottles with images from the vineyard to make the brand more personalised and appealing to distributors.
Case Study
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Institute of Communication Agencies, Gold, CASSIES, 2018
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
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Institute of Communication Agencies, Silver, CASSIES, 2018
Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.
News
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21 February 2018
SYDNEY: The Sydney Morning Herald has seen a decline in the number of unique users of its website over the past year but it remains ahead of its digital news rivals in terms of ‘stickiness’, according to the latest Nielsen Digital ...
Case Study
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Institute of Communication Agencies, Grand Prix, CASSIES, 2018
The Hospital for Sick Children in Toronto (SickKids) shifted the tone of its advertising to one of strength in order to increase donations.
Data
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James McDonald, WARC Data, February 2018
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry.
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.
