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What we know about the theories of brand growth

Article • WARC Best Practice, October 2021

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.

Redefining reach: How brands can benefit from a high-risk targeting strategy

Article • Alex Brownsell, Event Reports, EffWorks, October 2021

Research by Twitter and Saïd Business School on the role of reach in advertising.

The true effectiveness of brand purpose

Article • Sam Peña-Taylor, Event Reports, IPA EffWorks Global Conference, October 2021

New research from effectiveness expert Peter Field uncovers the effect that brand purpose has on a brand’s overall effectiveness, establishing that among the strongest cases the benefits are outsized, the IPA’s EffWorks conference heard.

Behind the Winning Idea: Aldi – Shame to Pride

Article • Jamie Peate and Laura McKinlay, WARC Exclusive, October 2021

This episode of Behind the Winning Idea explores the strategy, execution and outcome of Aldi: Shame to Pride, winner of the Sustained Growth Grand Prix in the 2021 WARC Awards for Effectiveness.

Addressing mental availability is more important than brand rejection for B2B marketers

Article • Stephen Whiteside, Event Reports, LinkedIn/B2B Institute webinar, August 2021

Research by the B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute has identified a mental availability issue for business-to-business players.

How business-to-business marketers can become true “growth drivers”

Article • Stephen Whiteside, Event Reports, ANA Masters of B2B Marketing, July 2021

Research by agency Stein IAS, in conjunction with consultancy The Effectiveness Partnership and WARC, has identified the traits and capabilities of top-performing business-to-business brands.

How B2B brands grow: Insights from The B2B Institute and the Ehrenberg-Bass Institute for Marketing Science

Article • Stephen Whiteside, Event Reports, ANA Masters of B2B Marketing Conference, July 2021

Research by The B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute for Marketing Science has shown that driving mental availability is a critical task for business-to-business (B2B) marketers.

WARC Talks 360: Rethinking brand for the rise of digital commerce

Article • WARC Webinars, July 2021

A series of webinars that explores the insights from WARC's whitepaper to help marketers plan the most effective approach to communications as they move into digital commerce.

WARC Talks Creativity and Fame

Article • Paul Feldwick and Jane Wakely, WARC Exclusive, July 2021

WARC talks creativity and fame with Paul Feldwick, former strategist and author of Why Does The Pedlar Sing?, and Jane Wakely, lead CMO of Mars Inc.

The whole brand: Ending the divide between brand marketing and performance marketing

Article • David Gutting, WARC Best Practice, July 2021

Using an analysis of national surveys of 9,000 consumers over the last two years, and evaluating more than 150 brands in 25 categories, this article argues that brands that work as unified systems perform far better than those that don’t.

How do you balance brand-building and performance for online sales?

Article • WARC Exclusive, June 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report looks at how to balance brand-building and performance marketing for digital sales.

What does Byron Sharp’s research really tell us about differentiation?

Opinion • Rob Meyerson, July 2021

Rob Meyerson was struggling to fully grasp some of the assertions in Byron Sharp's books, so he started digging into the underlying scientific research. Here’s what he learned so far.

“Winnovation” in the new Asia Pacific: Mastering meaningfully different innovation for sustainable brand growth

Article • Soumya Mukhopadhyay and Nidhi Rustagi, WARC Exclusive, July 2021

Brands that innovate bounce back more quickly after a crisis, and Kantar’s Soumya Mukhopadhyay and Nidhi Rustagi share how to master meaningfully different innovation for sustainable brand growth.

3 in 15: Brand-building and the Rise of Digital Commerce

Article • Lena Roland and David Tiltman, WARC Exclusive, July 2021

David Tiltman, VP of content at WARC, and Lena Roland, managing editor of WARC.com, talk us through the recent white paper launched by WARC.

Three ways to build brands through effective media planning

Article • Alex Brownsell, Event Reports, Facebook’s Marketing Summit Northern Europe, April 2021

New research from University of Oxford, Saïd Business School and Kantar into brand-building effectiveness.

Australia Effie analysis demonstrates power of mental availability, excess share of voice, and adjusting for attention

Article • Sam Peña-Taylor, WARC Exclusive, July 2021

This article outlines research focused on the Advertising Council Australia’s Effectiveness Database which addressed vital marketing metrics like mental availability, excess share of voice and attention.

To ESOV and beyond

Opinion • Robert Brittain and Peter Field, June 2021

Thinking on ESOV takes an important step forward with a new piece of research based on data from Advertising Council Australia’s Effectiveness Database. Robert Brittain and Peter Field explain.

Does brand matter in digital commerce?

Article • WARC Exclusive, July 2021

Part of the WARC series ‘Rethinking brand for the rise of digital commerce’, this report addresses the importance of brand in digital commerce.

McKinsey identifies ‘growth triple play’ of analytics, creativity and brand purpose

Article • Stephen Whiteside, Event Reports, Lions Live, June 2021

Research by McKinsey, the management consultancy, has found that firms which effectively link analytics, creativity and purpose achieve higher revenue growth than their peers.

Are we leaving the ‘brand age’?

Opinion • David Tiltman, June 2021

Today WARC publishes a new white paper on the future of brand. Head of Content David Tiltman outlines the thinking behind it and invites participation in the debate.

The Easter Island Effect and brand building in a mobile first economy

Article • Ian Edwards and Harry Davison, WARC Exclusive, June 2021

This paper from Facebook shares new research about brand building online.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

Sink or soar? Standing out in the e-commerce world

Opinion • Jenni Romaniuk and Louise Dunstone, June 2021

Jenni Romaniuk & Louise Dunstone of the Ehrenberg-Bass Institute for Marketing Science explain how Distinctive Assets can help a brand stand out in a competitively cluttered e-commerce environment.

Linking attention to mental availability: Early findings

Article • Karen Nelson-Field , WARC Exclusive, June 2021

Amplified Intelligence has been proving the value of attention as a measure of quality reach for several years.

WARC Talks: Movable middle

Article • Joel Rubinson and Greg Stuart, WARC Exclusive, June 2021

Joel Rubinson, president of Rubinson Partners, and Greg Stuart, CEO of MMA Global discuss the movable middle as a new way to target consumers and how it could replace reach as the basis of effective media planning.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
2020 Innovation Report: Insights from the WARC Awards

Article • WARC Exclusive, December 2020

Analyses the key themes and summarises the winning case studies from the 2020 Effective Innovation category in the WARC Awards, and examines the data.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

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