Article
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EACA/Effie Awards Europe, Research on WARC, January, 2021
The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.
News
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14 January 2021
Economic turmoil is a certainty for 2021, as the pandemic disruption shows little sign of abating, but strong brands can overcome these barriers, according to a new collaborative report from EACA, Effie Awards Europe, and the Effectiveness Partnershi
Article
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DVJ Insights, Research on WARC, January, 2021
The DVJ Brand Growth Study is a global, large-scale, continuous study among marketers and consists of two components: qualitative interviews with CMOs and marketing directors and an annual quantitative study amongst people working in marketing, media, and advertising.
Opinion
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Zofia Iwaszkiewicz, December 2020
During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,
Opinion
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Sue Unerman, December 2020
2020 IPA Effectiveness Awards’ Convenor of Judges Sue Unerman explains what can be learned from this year's winners.
Data
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WARC Data, December 2020
Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
Research Paper
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Minh Nguyen, ESOMAR Conference papers, Insights Festival, 2020
Search engine Google redefined the way it measures advertising to focus on incrementality and demonstrated how it can be used to remove the potential biases found in long-accepted methodologies.
Article
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Professor Karen Nelson-Field, WARC Exclusive, December 2020
Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness.
News
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09 December 2020
A new analysis of WARC’s database outlines the returns on investment (ROI) marketers can expect from successful advertising campaigns.
Research Paper
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MRS Awards Papers, Winner, MRS Award for Media Research, 2020
Thinkbox, the marketing body for commercial TV in the UK, made rigorous econometrics available to all for free by building Demand Generator, a unique, online took that determines the optimal media mix specific to a brand's category, budget and goals.
Article
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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.
Data
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WARC Data, November 2020
Using its database of effective advertising campaigns, WARC analysed 1063 case studies that contained ROI information.
News
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18 November 2020
Share of search has been at the forefront of Les Binet and James Hankins’ recent work, but in many categories obtaining accurate monthly or weekly sales data for competing brands is not possible.
Article
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Richard Kirk, WARC Exclusive, November 2020
Examines the role of search volume as an indicator of sales, and what it means for advertising strategy.
Opinion
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Lars-Alexander Mayer, November 2020
Too many companies are obsessed by technology and data, yet few have experienced significant improvements in return on investment (ROI) as a result of personalisation, writes Lars-Alexander Mayer.
Article
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Brian Carruthers, Event Reports, Festival of marketing, October 2020
Diageo outlines lessons from the development of its Marketing Catalyst tool which has put it at the forefront of understanding marketing effectiveness.
News
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09 November 2020
In the current environment, many marketers are turning to cost-efficient social media and video-sharing platforms, but in doing so they may be sending the wrong signal to the very customers they want to attract, research suggests.
Article
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WARC Exclusive, November 2020
Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.
Article
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Nicole Greenfield-Smith, WARC Exclusive, October, 2020
The perceived cost and scale of an advertising channel can enhance brand attributes in the eyes of the consumer.
Opinion
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WARC, November 2020
In The Effectiveness Code, we introduced the principle of creative commitment and its strong relationship with effectiveness. Here you will get further insights into key drivers of effectiveness and find out how to adapt the tactics and techniques of campaigns that endured the test of time for future brand work.
Opinion
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Stephen Whiteside, October 2020
The iconic “You’re Not You When You’re Hungry” campaign has delivered ten years of success for Snickers. Stephen Whiteside from WARC explains why consistency, local relevance, and humor have all played a critical role in this outcome.
News
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28 October 2020
Share of Search is emerging as a proxy for Share of Market – but when combined with other data and utilising simple analysis techniques, it can also become a powerful addition to understanding the dynamics in a category and the behaviour of the playe
Article
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James Hankins, WARC Exclusive, October 2020
Builds on Share of Search as an analytic tool, introducing additional analysis techniques.
News
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21 October 2020
Marketers often adhere to a “small-budget fallacy” which causes them to ignore the core principles of effectiveness when building out strategies, according to research presented at Lions Live.
News
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21 October 2020
With consumer behaviour changing fast in a challenging year, the need to strategise for sustainable change has become a critical priority for marketers in Asia; a new WARC report sets out how.
