Article
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Sam Peña-Taylor, WARC Exclusive, October 2021
Explores research into the drivers of trust (and distrust) in advertising while recommending measures to respond.
Article
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WARC Exclusive, October 2021
This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.
Article
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Flaviano Faleiro, WARC Exclusive, October 2021
There is a new breed of consumer, says Accenture Interactive’s Flaviano Faleiro, who will support companies whose brand purpose aligns with their beliefs and reject those that don’t.
Article
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Sam Peña-Taylor, WARC Exclusive, October 2021
The UK’s most valuable brands have proved their resilience by bouncing back faster than the competition; learning from them provides a playbook for progress in a post-Brexit, late-pandemic context, according to Kantar.
Article
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WARC Category Intelligence, September 2021
Global strategies, campaign updates and trends in health and wellness.
Article
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Andrew Wilde, WARC Exclusive, August 2021
Explains the findings of Edelman’s latest Trust Barometer which found brand trust in the financial sector is in steep decline.
Opinion
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Benny Thomas, August 2021
Strategists have a moment in time when the need and the appetite for exponential change have converged. According to Facebook’s Benny Thomas, the evolution to new models and ways of business needs capable guides, ready to reinvent around three principles: resilience, relationships and responsibility. “A crisis is a terrible thing to waste.” – Rahm Emmanuel
Article
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Jenn Chin and Caroline Wang, WARC Exclusive, August 2021
Jenn Chin and Caroline Wang say the intensified focus on DEI, Purpose & Social Impact shows how far we have strayed from the origins of leadership.
Article
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Sairah Ashman, WARC Exclusive, August 2021
With more brands prioritising sustainability, the practice of greenwashing – promoting ‘green’ initiatives which are more virtue signalling than impactful – is starting to be called out by consumers.
Article
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Jo Bowman, Event Reports, Nudgestock, June 2021
The rising role of influencers in consumers’ purchase decisions marks a return to a trend that’s actually as old as the earliest humans, the Nudgestock 2021 conference heard.
Article
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WARC Category Intelligence, July 2021
Global strategies, campaign updates and trends in the travel category.
Opinion
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Sumeer Mathur, July 2021
F ickle consumers are making brand loyalty hard to achieve and with brand trust, a concept that is becoming increasingly critical, Edelman’s Sumeer Mathur shares how brands can regain that trust.
Opinion
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Biprorshee Das, June 2021
In this edition of Spotlight India, WARC India Editor Biprorshee Das looks at the evolution of influencer marketing in India and, given its tremendous potential, how marketers can get it right by addressing the concerns about it.
Article
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Ashutosh Munshi, WARC Exclusive, Spotlight India, June 2021
Edelman’s Ashutosh Munshi says that with influencer marketing gaining popularity, brands have ways to ensure influencers’ voices are authentic, even as advertising guidelines help to spur more honest communication in brand marketing.
Article
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Brittany Wickerson, WARC Exclusive, June 2021
As data regulations continuing changing, brands need to be more proactive with their first-party data strategies.
Opinion
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Anna Hamill, June 2021
As Cannes Lions Live streamed into the makeshift home offices of the advertising industry for a second year, brand marketing leaders speaking at the event shared their hard-learned lessons from the COVID-19 era, and the new changes that they believe will shape the future of marketing as the industry emerges from the toughest year in living memory.
Article
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Carolyn Paul, WARC Exclusive, June 2021
In Spring 2020, Edelman’s Trust Barometer revealed trust in the healthcare sector had reached an all-time high.
Data
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Cinzia Petio, WARC Data Points (Curated), June 2021
An overview of consumers' trust in different industries across 15 countries.
Opinion
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Richard Reeves, June 2021
Premium publishers tick all the boxes for advertisers but they have been adversely affected by brand safety measures, says AOP’s Richard Reeves.
Article
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Stacy Vaughn, WARC Exclusive, Spotlight US, May 2021
Explains why pharma, which has seen an uptick in trust during the pandemic, needs to build on that trust for the long-term benefit of the entire healthcare ecosystem.
Article
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Research on WARC, May 2021
As a new channel, CTV presents a huge opportunity for advertisers to reach engaged audiences with the right message, but to ensure it is being optimised and used effectively, the right context is also key.
Article
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Paul Cash, WARC Exclusive, May 2021
Paul Cash, founder of Rooster Punk, an award winning B2B agency, and author of Humanizing B2B, explains why the likeability factors matters in business-to-business marketing.
Article
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Christina Stahlkopf, WARC Best Practice, May 2021
Examines why H-E-B, a regional grocer with little to no brand recognition outside its footprint, consistently rates as a top US company in C Space’s benchmark survey.
Article
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Christina Stahlkopf, WARC Exclusive, May, 2021
Data suggest that consumer trust in the travel industry was significantly damaged during the COVID-19 pandemic, and companies will need to demonstrate an overt commitment to the health and wellbeing of travellers.
Article
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Research on WARC, April 2021
Examines how responding in uncertain times requires investing in trust alongside a clear brand purpose and strategy that supports all stakeholders.
