Advertising best practice, evidence and insights

What we know about the theories of brand growth

Article • WARC Best Practice, September 2019

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

What we know about differentiation and salience

Article • WARC Best Practice, April 2019

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Why Bajaj Auto is looking beyond short-term sales figures

News • 16 January 2020

A slowing Indian economy, along with rising inflation and unemployment, suggest that the year ahead will be hard for marketers, but rather than resorting to promotions and discounts, Bajaj Auto is investing in brand building for the long term.

In 2020, India’s marketers must keep the focus on brand growth

Article • Biprorshee Das, WARC Exclusive, January 2020

Marketers in India are under more pressure to make a difference in achieving business objectives – cohesive strategy takes precedence over short-term tactics.

Why healthcare brands can fall into a digital short-termist trap, and what they can do about it

Article • Shann Biglione, Admap, January 2020

As the industry becomes increasingly commoditized, healthcare brands need to return to a blend of short-term and long-term marketing and this article details how brands can strike that balance.

Measuring effectiveness

Article • Imaad Ahmed, WARC Webinars, December 2019

Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.

Trends from the Marketer's Toolkit 2020

Article • David Tiltman, WARC Webinars, November 2019

David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.

Binet and Field: Effectiveness lessons in B2B

Article • Brian Carruthers and Aron Hayes-Davidson, Event Reports, IPA EffWeek, October 2019

Looks at research from Les Binet and Peter Field into how marketing effectiveness works in B2B.

Scaling up a direct-to-consumer brand in 2020: Eve Sleep's CMO Cheryl Calverley

Opinion • Anna Hamill, November 2019

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

Ehrenberg-Bass on how the ‘Laws of Brand Growth’ can deliver short and long-term gains across categories

Article • Jo Bowman, WARC Exclusive, November 2019

Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them.

Why Pepsi fizzed out in Indonesia

Opinion • Ervin Ha, November 2019

Pepsi is quitting the Indonesian market; YouGov's Ervin Ha looks at the reasons behind this decision and what can other soft drinks brands can learn.

Kraft-Heinz results: a return to sound marketing theory

News • 05 November 2019

Food giant Kraft Heinz discussed in its latest quarterly results call why its innovation and sales activations led to the brand’s woes and why it’s now re-focusing on building brands and growing from the core: key lessons in sound marketing theory.

How winning brands grow, and why stagnant brands don’t

Article • Sam Peña-Taylor, WARC Exclusive, November 2019

Discusses results from DVJ Insights' growth study exploring why winners grow more than the average and why losers grow less.

The collaboration economy

Opinion • Elen Lewis, November 2019

In the battle for growth, brand partnerships are a savvy and often untapped strategy, as this month’s edition of Admap investigates.

How to invest in partnerships to drive growth and create value

Article • Florian Gramshammer, Admap, November 2019

Looks at how brand partnerships deliver revenue growth.

Partnering for growth: Admap summary deck

Article • Admap, November 2019

A summary of new thinking and best practice on partnering for growth from Admap.

Winning the grocery growth challenge

Article • Ray Gaul, Anish Mashru and Matthew Botham, WARC Exclusive, October 2019

Grocery and supermarket formats are increasingly challenging for brand growth.

How to fight back: Nurture your brand's mental network

Article • Research on WARC, October 2019

Details how the key to success in brand building is to nurture a ‘Mental Network’, full of relevant and distinctive associations that help you be thought of and noticed in the moments that matter.

FMCG brands in the Philippines need constant outreach to win over consumers

News • 24 October 2019

The most effective path to brand growth lies in constantly attracting new buyers for your products, this is especially true for FMCG brands operating in the Philippines, according to new research from Kantar.

How Premier Foods returned to growth

News • 23 October 2019

Premier Foods, the UK ambient food manufacturer, has joined a select group of UK FMCG brands that have delivered three years of consecutive growth – here’s how.

How Premier Foods drives growth with brand building and innovation

Article • Brian Carruthers, Event Reports, Festival of Marketing, October 2019

Looks at evidence from Premier Foods that shows how a focus on innovation and brand building has turned around the decline of many of its brands, from the smallest to the biggest.

The true meaning of brand purpose: Why the most effective campaigns are inclusive, not divisive

Article • Tom Ewing, WARC Exclusive, October 2019

Looks at effective ads from the US and UK for signs of brand purpose and analyses the kind of purposes and causes they supported.

Digital experience is everything in banking

News • 09 October 2019

Growth in financial services is now digital experience-led and legacy players urgently need to both build and communicate a superior digital experience, according to research from Publicis Sapient.

Asia's anatomy of effectiveness

Article • WARC Exclusive, October 2019

Summarises current thinking about how to advertise effectively in the APAC region, given the current sense that advertising is not driving the growth it should be.

ANA chief lays eight tracks to drive growth beyond marketing to bottom lines

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019

The Association of National Advertisers (ANA), the trade body, is pursuing various initiatives that it hopes will fuel industry growth.