Advertising best practice, evidence and insights

What we know about the marketing applications of Big Data

Article • WARC Best Practice, April 2019

Aggregates the current thinking and writing on Big Data in a marketing context, including the insights that can be drawn from data sets that are so large, or complex, that traditional data processing applications are inadequate.

Mondelez gets to grips with dynamic OOH

Article • Alex Brownsell, WARC Exclusive, March 2020

Lessons learned by Mondelez International in its experimentation with dynamically-served digital outdoor media.

Why brands cannot afford to delay post-Coronavirus comeback plans

Article • Geoffrey Precourt, Event Reports, ARF Coronavirus Virtual Town Hall, March 2020

Advertising budgets will come under pressure in many industries as a result of Coronavirus, raising the pressure on brand custodians to achieve the greatest possible efficiency.

Brands can thrive in planned retail disruption and use data to survive unplanned disruption

Opinion • Andrew Hill, March 2020

According to our forecasts, over half of retail transactions in the Asia Pacific region will be transacted via online retailers by 2023.

What media owners need to know about the WARC Media 100

Opinion • Alex Brownsell, March 2020

The most-awarded campaigns of 2019 offer plenty of lessons for media owners, not least the importance of deeper partnerships with brand advertisers, writes Alex Brownsell.

How advertisers can tune into connected TV

Article • Elizabeth Lane and Steph Clarke, WARC Exclusive, March 2020

Advice from IAB UK on how brands can begin advertising on connected TV devices.

The give and take of martech pose “existential crisis” for American marketers

Article • Geoffrey Precourt, Event Reports, ANA Masters of Data and Technology, March 2020

The Association of National Advertisers, the industry body, is urging marketers to make responsible use of the technology now at their disposal.

Procter & Gamble keeps a human face on tech-driven “constructive disruption”

Article • Geoffrey Precourt, Event Reports, ANA Masters of Data and Technology, March 2020

Procter & Gamble, the consumer goods manufacturer, is seeking to ensure that a focus on the humans behind digital data is a consistent point of emphasis for its strategy.

Data science is a long way from science, so don’t take it at face value

Article • Josie Tutty, Event Reports, Mumbrella MSIX, February 2020

Melbourne Business School’s Ujwal Kayande gives a frank assessment of the realities of data science and reveals the limits of applying machine learning and AI to marketing.

General Motors’ CMO calls for the “return of the human beings” to marketing

Article • Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020

General Motors, the automaker, is aiming to blend digital data with a human-focused strategy in reaching consumers.

How data – not agencies – drives Wayfair’s $1-billion marketing program

Article • Geoffrey Precourt, Event Reports, Industry Preview, January 2020

Wayfair, the online retailer, has rapidly grown into a significant marketer, both in terms of its budgets and in its approach to innovation.

Data-driven marketing in an era of more regulation

Article • Leila Seith Hassan, WARC Exclusive, February 2020

With new regulations such as GDPR and CCPA changing how brands interact with data, marketers need to avoid the ‘grey area’ and prioritise data compliance.

Tech & Media Trends 2020

Article • Dan Calladine, WARC Webinars, January 2020

Dan Calladine, head of media futures at Carat, discusses the recently released annual report highlighting ten consumer, media and technology trends for 2020 – and their implications for brands.

Google to phase out cookie tracking

News • 16 January 2020

Google will begin phasing out cross-website cookie tracking on its dominant browser, Chrome, forcing one of the biggest changes to the makeup of digital advertising since its inception.

What we know about marketing on Facebook

Article • WARC Best Practice, January 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

WARC Media Awards: Best use of Data winners announced

News • 08 January 2020

Campaigns for Vans, Nike and Talk Talk, in the US, China and UK respectively, are among the winners in the Best Use of Data category in the 2019 WARC Media Awards announced today.

Getting to peak personalisation: How travel brands are making the climb to compelling data-driven marketing

Article • Research on WARC, December 2019

Looks at how travel brands are using data-driven marketing to achieve peak personalisation.

How creatives and strategists should work with researchers

News • 13 December 2019

New research explores how creatives and strategists can bridge the gap with researchers for better advertising - here’s what you need to know.

William Grant rethinks the whisky category

News • 05 December 2019

Scottish distiller William Grant successfully appealed to a non-traditional audience of younger, tech-savvy drinkers with a novel use of data to not only create a new product but also to inform the marketing.

William Grant’s data-driven distillery attracts a new whisky drinker

Article • Brian Carruthers, Event Reports, Social Media Week, November 2019

Looks at how distiller William Grant created and marketed a new whisky brand.

Avoiding the ‘data tsunami’: IBM China’s VP of Marketing, Gill Zhou

Opinion • Jenny Chan, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Retail experience and evolving media investment: Petco’s CMO Tariq Hassan

Opinion • Cathy Taylor, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Why we should be designing experiences for data rather than people

Opinion • Jonathan Hart and James Hollow, October 2019

Designing experiences for data not people should now be an industry norm, argue MullenLowe’s Jonathan Hart and James Hollow – we can no long reason our way into strategies or creative directions when we have the simultaneous ability to empirically create insight and test our assumptions.

Amadeus expands travel audience advertising platform to Asia Pacific

News • 14 October 2019

Travel technology company Amadeus has launched its advertising platform travel audience in Asia Pacific, which is aimed at helping advertisers reach consumers in the largest and fastest growing travel market in the world.

Marketing ‘truth’ vs content reality – has creativity moved down the food-chain?

Opinion • Belinda Barker, October 2019

Recent research by The World Media Awards suggested that creativity has been usurped by storytelling and authenticity.

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