News
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19 March 2020
General Mills, the food manufacturer, is ensuring that its marketing strikes an “appropriate tone” in response to COVID-19, and believes that a continued media presence can provide a much-needed feeling of normality for consumers.
Article
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WARC Best Practice, March 2020
Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.
Article
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Heather Dansie and Lisa Cowie, WARC Exclusive, March 2020
Research by Starcom UK and Twitter into the motivations behind social activism, and consumer expectations of brands in relation to issues such as climate change and poverty.
News
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04 March 2020
Retail sales in Hong Kong plunged 21% in January as the effects of the coronavirus bit deep and mainland tourists stayed away, but even in this crisis environment brands have an opportunity to connect with consumers by ensuring their actions convey ...
News
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27 February 2020
Almost half of UK consumers believe big brands only offer lip service with pledges to help battle climate change, a study shows.
Article
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Michelle Hutton, WARC Exclusive, February 2020
Australians no longer feel in control, and with government, media, business, and NGOs all having been deemed undeserving of trust, but Edelman’s Michelle Hutton believes that brands have an opportunity to reverse the trend.
Article
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Suzanne Croxford, WARC Exclusive, February 2020
It might be hard for consumers to see or even believe, but Wunderman Thompson’s Suzanne Croxford argues that many brands truly understand that consumer trust is inextricably tied to the way personal data is used by companies.
Article
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Agung S. Ongko, WARC Exclusive, February 2020
With the COVID-19 situation persisting well into the first quarter of 2020, remaining quiet or ambiguous about the business outlook and challenges is no longer tenable – RICE’s Agung S Ongko offers a strategic messaging framework for brands to communicate clearly in unclear times.
News
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25 February 2020
Australians’ trust in four of society’s pillars – government, business, media and NGOs – has plummeted, research published in the latest Edelman Trust Barometer reveals.
News
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19 February 2020
Microsoft, the technology company, believes that trust is a vital brand attribute that must be embedded throughout its entire organisation, rather than solely being a message promoted in a campaign.
Article
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Geoffrey Precourt, Event Reports, CES, January 2020
Microsoft, the tech giant, is seeking to build differentiation around the values that guide its customer experience and wider strategy.
News
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11 February 2020
Eargo, the direct-to-consumer hearing-aid company, is putting brand trust at the heart of its strategy as it encourages consumers to buy a product they cannot easily test before making a purchase.
Article
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Geoffrey Precourt, Event Reports, CES, January 2020
Eargo, a direct-to-consumer hearing-aid brand, is seeking to transform a giant industry that impacts millions of consumers.
News
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03 February 2020
Nearly half (46%) of British consumers believe advertising has a positive impact on society, while 42% say that advertising can help to make the world a better place, a new survey has revealed.
News
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31 January 2020
Brands, media owners and politicians have backed moves to put responsibility at the heart of the UK advertising industry, as the Advertising Association announced a new focus at its annual LEAD summit.
Article
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ARF - Knowledge at Hand, October 2019
Looks at the risk to brands from having their ads appear next to objectional content in the US and Canadian markets.
News
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06 January 2020
If brands focus just on complying with data regulations and regard them as a burden to their business, they are missing an opportunity, an industry professional believes.
News
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20 December 2019
Brand trust and the use of personal data is a hot topic, and while this may often relate to how marketers are using data in social media, not many are thinking about how they use ‘dark social’ in their campaigns.
Article
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Gabe Morazan, WARC Exclusive, December 2019
Looks at how brands can use newfound data awareness to actually drive improved digital experiences for their users.
Research Paper
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Priska Linda Breves, Nicole Liebers, Marina Abt, and Annika Kunze, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 440-454
Two online studies analyzed the impact of the fit between Instagram influencers and the endorsed brand.
Article
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Muhammad Junaid, Fujun Hou and Khalid Hussain, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 568-570
Consumer-alienation is a philosophically competent and efficacious concept capable of unfolding the domains of phenomena that can be disregarded simply at the cost of impoverishing the potentials of theoretical manifestation and explanation.
News
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04 December 2019
By 2025, 80% of marketers who have invested in personalisation will abandon their efforts due to lack of ROI, the perils of customer data management or both, according to Gartner.
Research Paper
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MRS Awards, Finalist, MRS Award for Financial Services Research, 2019
TSB Bank, a bank, used a new measurement tool tailored to retail banking to help senior TSB executives navigate through an IT crisis to a brighter future in the UK.
Article
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Marc-Olivier Arnold, WARC Exclusive, November 2019
Chinese consumers are becoming more sensitive to mistakes made by Western brands, especially around key holidays.
Opinion
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Niall Hogan, November 2019
Alongside the increasing dominance of mobile, is lower consumer trust in how data is used by brands – It's time for marketers to shift mindsets and processes from a data-first strategy to a choice-first one argues Ogury's Niall Hogan.
