Australia & New Zealand

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Half of adults always accept website cookies

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of consumer willingness to accept website cookies.

Considerations for conducting sensitive research with the LGBTQIA+ communities

Research Paper • Clifford Lewis and Nina Reynolds, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 544-551

As LGBTQIA+ people in western societies get more comfortable publicly identifying as part of the LGBTQIA+ communities, research projects are increasingly collecting data related to such orientations.

Lots of bots or maybe nots: A process for detecting bots in social media research

Research Paper • Michael Mehmet, Kane Callaghan, and Clifford Lewis, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 552-559

The use of bot messaging, that being artificially created messages, has increased since 2010. While not all bots are bad, many have been used to share extreme and divisive views on a range of topics, from policy discussion to brand electronic word of mouth.

Measuring advertising’s effect on mental availability

Research Paper • Kelly Vaughan, Armando Maria Corsi, Virginia Beal, and Byron Sharp, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 665-681

This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics.

19% of B2B marketing budgets go to advertising

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of B2B marketing budgets.

44% of adults say they are not fully represented in advertising

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of consumer opinion on diversity and representation in advertising.

UN Women Australia: When will she be right?

Case Study • Jay Chiat Awards, Gold, Nonprofit Strategy, 2021

UN Women Australia, a nonprofit organisation for gender equality, increased awareness and showed Australians how far they still had to go to achieve gender equality with a social campaign that asked when will she be right.

When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods

Research Paper • Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 247-259

Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.

Global Marketing Index: August 2021

Data • Zoe McCready, WARC Data, August 2021

This article summarises the results of the Global Marketing Index for August 2021, when the rates of growth for marketing budgets and trading conditions began to stabilise globally.

Facebook: Project reinvent

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

During the COVID pandemic in the US, Facebook, a social networking site, launched 'Project Reinvent' with the aim to help small businesses recover, reimagine their marketing and reconnect with their customers.

From DIY to DIFM: Consumer sentiment data

Article • WARC Exclusive, Spotlight Australia, August 2021

Analyses data from ongoing surveys of Australian consumers, provided by GWI.

From DIY to DIFM: How Australia’s retail brands can serve opposing preferences as consumer demand shifts

Opinion • Gabey Goh, August 2021

In this edition of Spotlight Australia, WARC Asia Editor Gabey Goh looks at how the COVID-19 pandemic is impacting consumer behaviours in Australia, with the shift from DIY to DIFM (do it for me), and even DIWM (do it with me).

The new frontier of customer experience in Australia

Article • Michelle Grujin, WARC Exclusive, Spotlight Australia, August 2021

Accenture’s Michelle Grujin examines how the pandemic has created “reimagined” consumers who are actively changing their habits and creating opportunities for brands to reset strategies and meet new customer expectations.

Deep empathy key to sales for retail brands

Article • Anna Cherry, WARC Exclusive, Spotlight Australia, August 2021

Spark Foundry’s Anna Cherry says deep human understanding and empathy will be the biggest competitive advantage for marketers in a COVID world.

Dinner DIY vs. DIFM: Who’s doing the cooking after COVID?

Article • Nicole Miranda, WARC Exclusive, Spotlight Australia, August 2021

Nicole Miranda from Spinach examines the DIY (do it yourself) and DIFM (do it for me) food scene in Australia amid the seemingly never-ending lockdown.

To DIY or to get someone to DIFM: The A$65bn question facing Australian retail

Article • Jeremy Sankey, WARC Exclusive, Spotlight Australia, August 2021

Distilla Strategy’s Jeremy Sankey examines Australians’ attitudes towards DIY as well as the DIFM (do it for me) and DIWM (do it with me) alternatives during the long lockdown.

Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.

Maximizing participation from online survey panel members

Research Paper • Kylie Brosnan, Astrid Kemperman and Sara Dolnicar, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 416-435

Low survey participation from online panel members is a key challenge for market and social researchers.

Lifestyles Condoms: Publicly traded

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

LifeStyles Condoms, a condom brand, strengthened its relationship with consumers in Australia by launching a stock-market inspired e-commerce platform that made STIs publicly traded.

Linear TV consumption remains above pre-pandemic levels

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of linear TV consumption and daily reach in Australia, Germany, the United Kingdom and the United States in Q2 2021.

Media Owner Profile: JCDecaux, Regions

Data • Rob Clapp, WARC Data Points (Curated), July 2021

This Media Owner Profile of JCDecaux includes data on advertising revenue by region and market.

Global Marketing Index: July 2021

Data • Zoe McCready, WARC Data, July 2021

This article summarises the results of the Global Marketing Index for July 2021, when long term growth across marketing budgets and trading conditions was evident across all regions.

Flex retail: How Australia is turning the page to a new chapter of retail

Article • Renata Yannoulis and Matthew Moran, WARC Trends, July 2021

TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.

Data and AI for personalisation: How Telstra delivers higher engagement and conversions

Article • Mukta Lad, Event Reports, Adobe summit, April 2021

Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

Media Owner Profile: Netflix, Asia Pacific

Data • Rob Clapp, WARC Data Points (Curated), July 2021

This Media Owner Profile of Netflix includes data on streaming revenue and streaming subscribers in Asia Pacific.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods

Research Paper • Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 247-259

Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.
Why Unilever believes “consumers are dead”

Article • Andrea Sophocleous, Event Reports, WFA Global Marketers' Conference, March 2014, pp. 0-0

This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed.
Chobani: #PlainInspiring

Case Study • Maria Gioffre, WARC Prize for Social Strategy, Silver and Special Award for Analytics, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.
DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Grand Prix and Best Multiplatform Award, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.
KFC: Michelin Impossible – How an Aussie underdog took on the food establishment

Case Study • Institute of Practitioners in Advertising, Bronze and Best Small Budget, IPA Effectiveness Awards, 2020

Fast food brand Kentucky Fried Chicken (KFC) transformed public perceptions of its food quality and drove an incremental $91m growth in revenue in Australia with its campaign Michelin Impossible.