Article
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WARC Best Practice, February 2020
Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.
News
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08 April 2020
An analysis of the recently released three WARC Rankings – Creative 100, Media 100 and Effective 100 – has identified nine common marketing themes used by highly successful brands.
Article
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WARC Exclusive, April 2020
Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Article
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Josie Tutty, Event Reports, Future TV Advertising Forum, February 2020
Using an analysis of the Australian Effies database, consultant Robert Brittain revealed that single long term, complex campaigns are more effective than multiple shorter campaigns.
Article
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Allan Breiland and Natalie Stanbury, WARC Exclusive, March 2020
Offers an overview of a recent study by IAB Australia and Kantar into the effect of digital media on brand building.
Rankings
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Rankings Articles, March 2020
The WARC Media 100 is an annual ranking of the world’s most awarded campaigns and companies for media.
Opinion
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Lucy Aitken, March 2020
Havas London’s Executive Strategy Director, Clare Hutchinson, spoke to WARC’s Lucy Aitken about the considerable benefits of writing a paper for the IPA Effectiveness Awards.
Research Paper
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Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 104-116
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
News
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10 February 2020
Many reasons have been put forward for the decline in creative effectiveness, including a focus on data and the neglect of gut feel, but a rigorous measurement strategy is necessary if marketers are to be confident that they are making the correct ...
Article
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Matthew Chappell, WARC Exclusive, January 2020
A best practice guide by Gain Theory to creating an optimal framework for campaign measurement.
Article
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Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness event, November 2019
Research covering thousands of entries to the Effie Awards provides invaluable guidance for marketers that are seeking to achieve higher levels of effectiveness.
News
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10 December 2019
The year’s most effective content strategies build audiences for the long term, feature tangible elements, and tap younger audiences’ desire for self-expression – here’s what you need to know.
Article
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WARC Exclusive, December 2019
Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2019 WARC Awards.
Research Paper
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MRS Awards, Winner, MRS Award for Media Research, 2019
System1 Research, the market research company, found that Fluent Devices are effective, and their use is in decline in the UK and US.
News
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29 November 2019
A recent LinkedIn survey found that two-thirds of B2B marketers believe that businesses grow by increasing loyalty, not by customer acquisition, but Peter Field begs to differ and he believes account-based marketing is the problem.
Article
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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.
News
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22 November 2019
Advertising share of voice and creative quality exert a more consistent impact on sales than promotions for quick service restaurant (QSR) chains, according to a study in the Journal of Advertising Research (JAR).
News
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21 November 2019
With the launch of a new report and online tool for working out optimal media mixes, Thinkbox aims to provide a starting point for investment decisions based on an econometric analysis of over £1 billion of media spend – and no, it’s not just about ...
Article
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WARC Exclusive, November 2019
Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2019.
Article
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Lucy Aitken, Event Reports, Euro Effie Forum, October 2019
Four very different examples, from the Euro Effies, of how consumers were successfully engaged to drive commercial outcomes.
News
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16 October 2019
Social’s role in strategy is growing: it is capable of fulfilling both long- and short-term business objectives; with smart influencer selection, it can lean on voices that drive growth; and its conversational nature can fuel brand bravery, leading ...
Article
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WARC Exclusive, October 2019
Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
News
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20 September 2019
Australian Advertising Effectiveness Rules, a new report by effectiveness experts Peter Field and Rob Brittain, in association with the Communications Council, takes a deep look at the new Australian Effies database.
News
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11 September 2019
New content strategies, novel ways of driving footfall, real stories and a focus on the next generation of parents are among the marketing trends that are proving successful in the MENA region according to a new WARC report.
Article
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WARC Exclusive, September 2019
Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.
