Article
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Alex Brownsell, WARC Trends, April 2018
Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.
Case Study
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Kate Smither, Charmaine Andrew, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
As part of a series of initiatives celebrating its bicentenary, Australian bank Westpac created a kids' rash vest with CPR instructions to highlight its commitment to future generations.
Case Study
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Tahaab Rais, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.
Article
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WARC Best Practice, April 2018
With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Recent news surrounding the use of consumers' personal data has re-framed the debate around privacy, and with new legislation set to change the rules, companies need to be prepared to re-think communications.
Article
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WARC Exclusive, March 2018
Global strategies, campaign updates and trends in the banking category.
Case Study
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ARF Ogilvy Awards, Bronze, 2018
Bank of America, a banking brand, increased the brand's sales volume by creating a direct mail and student campaign to address the paint points for students in the US.
Opinion
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BrandIndex, March 2018
This month, Nationwide is the brand with the biggest uplift in its Ad Awareness in the UK, according to YouGov’s BrandIndex Ad Awareness score.
Article
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Neil Hopkins, WARC Best Practice, March 2018
Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.
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.
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.
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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Fiona Blades, Admap, March 2018, pp. 27-29
Using examples from Delta Air Lines, Lynx, Wilkinson Sword and Sky Television, this article explains how to tie in marketing metrics with the goals of the overall organisation and how to isolate the impact of marketing’s paid efforts to get close to people’s real experiences of the brand.
Opinion
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Zaynab Ahmed, March 2018
Fintech companies don’t have the luxury of a legacy and big name to ensure trust, making this one of these firms’ main focus.
Article
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WARC Best Practice, March 2018
This paper provides guidance and reading on business-to-business marketing; similar to B2C marketing in its emphasis on human traits, but very different in terms of budget size and a greater emphasis on relationships and networks.
Article
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Euromonitor Profiles, February 2018
This Company Profile from Euromonitor provides key details and analysis of American Express.
Article
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Euromonitor Strategy Briefings, February 2018
A regional overview of financial cards and payments in Western Europe, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.
Article
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Brooke Hemphill, WARC Exclusive, February 2018
Chatbots are getting a lot of industry buzz – but brands must strike the right balance between utility, purpose and customer centricity in chatbot development to avoid being a flash in the pan.
Article
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Crawford Hollingworth and Liz Barker, The Behavioural Architects, February 2018
Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.
Case Study
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Institute of Communication Agencies, Silver, CASSIES, 2018
ATB Financial, the Canadian financial institution in Alberta, built a connection with its entrepreneurs and smaller start-ups to increase awareness and sales.
Case Study
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Institute of Communication Agencies, Bronze, CASSIES, 2018
Manulife Bank, the Canadian bank, increased mortgage sales through a program designed to drive consumers through the purchase journey, starting with a movie-like trailer.
Article
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Euromonitor Profiles, February 2018
This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.
Article
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Low Lai Chow, WARC Exclusive, February 2018
Outlines four different content models brands can use to win market share and boost engagement.
Article
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Anish Daryani, WARC Exclusive, February 2018
Indonesia’s marketing community has many reasons to feel hopeful in 2018, including the rise of mobile, fin-tech, content and artificial intelligence (AI).
Article
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Bubbly Encarnacion-Muncal, WARC Exclusive, January 2018
The Philippines is set for an uncertain year as ongoing political upheaval continues to affect consumers, despite growth in technology uptake and social media use.
