Advertising best practice, evidence and insights

Supermarkets can build on their COVID-19 legacy

Article • Brian Carruthers, Event Reports, MRS FMCG Research Conference , July 2020

This article considers how the role of supermarkets is changing as the UK moves towards a new relationship with the EU and the wider world.

How Brand Love fuels lower funnel KPIs, even during a pandemic

Article • Victoria Sakal, WARC Exclusive, September 2020

Examines Morning Consult research on the 50 Most Loved Brands in the US in 2020, through the lens of the coronavirus pandemic.

What we know about data protection and privacy

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.

How banks can rebuild trust by focusing on consumer financial wellbeing

Article • Low Lai Chow, Event Reports, APAC Financial Services Webcast Week, May 2020

Forrester, the research firm, surveyed consumers in various Asian markets to understand their financial needs and attitudes towards brands in this sector.

Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive CSR

Article • Linwan Wu and Holly Overton, Journal of Advertising Research, Digital First, August 2020

This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).

Trust, authenticity and meaningful diversity drive young marketers’ agenda

Article • Anna Hamill, WARC Exclusive, August 2020

With social justice and pandemic response leading the marketing agenda in 2020, the next generation of marketers are holding their senior colleagues to account.

Health, safety and the new hierarchy of brand experience

Article • David Frymann, WARC Exclusive, August 2020

Health and safety are now the new foundations of brand experience as brands navigate the regulations and expectations of COVID-19.

The pitfalls of using social media influencers during brand crises

Article • Benedetta Crisafulli and Jaywant Singh, WARC Exclusive, August 2020

Influencers are popular on social media, with corporate spending on influencer marketing reaching record levels.

The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.

What’s working in health & wellness

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in health and wellness.

Quality and quantity are the best blend for post-pandemic advertising

Opinion • Virginie Dremeaux, June 2020

The easing of lockdowns is changing the environment for advertisers again. Virginie Dremeaux advocates using premium environments and experimenting with new channels, strategies and audiences.

BrandZ quantifies rising impact of brand trust

News • 30/06/2020

Over the last ten years, the importance of responsibility to consumers in relation to making brand choices has tripled, according to new BrandZ data.

What's working in financial services

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the financial services category.

Nivea’s new CMO on ‘walking the talk’

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.

A future of opportunity: Four predictions of evolutionary change in consumers

Article • Irene Joshy, WARC Trends, June 2020

Kantar’s Irene Joshy outlines the key anchors that will drive consumer behaviour through this current pandemic period and into the future.

Edelman Trust Barometer 2020: Brands and racial justice in America

Article • Edelman, Research on WARC, June 2020

Looks at US consumer attitudes and buying behaviors related to racial justice, based on a representative survey of 2000 US consumers conducted from June 5 – 7, 2020.

Business fears erosion of trust over ‘Test, Track and Trace’ scheme

News • 10/06/2020

Businesses in the UK, already struggling financially as a result of lockdown, also fear that the progress they have made in gaining consumer trust about how their personal data is handled could be undermined by the government’s Test, Track and ...

Life in the blender: Exploring the human reality of COVID-19

Article • Potluck, Research on WARC, May 2020

An investigation into the human impact of the COVID-19 crisis, capturing the more emotional side of the current situation.

Four COVID-19 marketing trends: navigating what’s next

Opinion • Anna Hamill, June 2020

As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January.

How can India’s brands leverage behavioural science to drive salience during the COVID-19 recovery phase?

Article • Prerna Katyal, WARC COVID-19 Series, May 2020

HCL Enterprise’s Prerna Katyal outlines how brands can leverage behavioural science concepts to predict and adapt to the changing consumer situation as markets move to a COVID-19 recovery phase.

COVID-19 conversations: Raja Rajamannar, Chief Marketing and Communications Officer of Mastercard

Opinion • Anna Hamill, May 2020

Raja Rajamannar is Chief Marketing and Communications Officer at Mastercard, and a member of the ANA’s Global Leadership Coalition on COVID-19, established in partnership with Cannes Lions and WARC.

How retail banks can evolve communications during COVID-19

Article • Fiona Blades, WARC COVID-19 Series, May 2020

During COVID-19, consumers are looking for reassurance and humanity from their banks.

Four lessons for the Western world from China on B2C marketing

Article • Danielle Bailey, WARC Exclusive, May 2020

Looks at learnings from China for B2C marketers in the Western world.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC COVID-19 Series, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.

Brand trust