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Article

This article provides guidance and reading on what is possibly the oldest and most recognisable advertising medium, how it is adapting to the digital present and taking on the complexities and varieties of a continuously relevant medium.

News

Accenture Interactive is expanding its programmatic media-buying capabilities with the acquisition of Adaptly, an ad tech firm based in New York that specialises in data-driven campaigns across online channels, including Google and Facebook.

Article

Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

Article

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

Article

Explains how loyalty programs remain an important component of the shopping experience and details what marketers need to do to implement them successfully.

Article

Provides guidance and reading on the topic of Ad blocking, the process through which a consumer can opt-out of receiving marketing messages; how it affects publishers' business models and how it is reaching crisis point.

Article

Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.

News

Here’s some of the big stories on WARC last week for you to catch up on if you haven’t already read them, including Toolkit 2019, Christmas retail, WPP, Tencent, and Burger King.

News

Procter & Gamble, the FMCG giant, has taken a significant step to expand its multicultural personal care business by acquiring Walker & Co., a start-up that specialises in razors, lotions and shampoos targeted at African-Americans.

News

Sky’s decision to end its ownership and sponsorship of cycle road-racing’s Team Sky after the 2019 season opens a major new opportunity for a brand with deep pockets.

Research Paper

Outdoor advertising is criticized for its lack of verified reach, and the few existing measurement techniques have not been validated.

Research Paper

This article looks at how companies can rebuild trust with consumers over the use of their data with the advent of increasing regulation, such as GDPR.

Research Paper

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

News

Ownership over the whole brand experience and the data that stems from it is a big theme in the WARC Marketer’s Toolkit 2019; at its launch in London yesterday, experts gathered to share perspectives and insight on the strategic landscape in ...

Article

This article offers introspection on measuring and assessing the impact and effectiveness of advertising research.

News

Chinese SUV brands have long been perceived as less safe and less desirable than Western brands, but a new study finds that, thanks to technological integration and more premium marketing, they are shaking off prejudice.

Article

Advertiser effort signals brand ability and commitment, which leads to beneficial effects on consumers.

Article

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Research Paper

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Article

IBM, the technology giant, is using agile marketing as it seeks to engage with consumers in impactful ways.

Article

Takeda Pharmaceuticals USA is seeking to use digital technology to provide experiences that drive value for patients and its brands alike.

Article

Provides guidance, best practice, and reading on viewability - a pressing issue in digital advertising, as agencies are demanding 100% viewability with new verification techniques; improvements can drive a significant ROI improvement.

Article

L'Oréal, the beauty company, has built out market insights and foresight capabilities as it seeks to prepare for an increasingly complex future.

Article

Philip Morris International is shifting away from cigarettes, its traditional business driver, and towards smoke-free products that offer a healthier alternative to existing smokers.