Article
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WARC Best Practice, February 2019
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.
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.
Case Study
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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.
Article
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WARC Exclusive, August 2019
Analyses the key themes and summarises the winning case studies from the 2019 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.
Article
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WARC Exclusive, July 2019
Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Article
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David Tiltman, WARC Webinars, July 2019
David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.
Article
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WARC Exclusive, WARC at Cannes Lions 2019
In a talk held by WARC at Cannes Lions 2019, CMOs from Heineken, McDonalds and Coca-Cola demonstrate how creativity has driven market share, elevated share price and accelerated business growth.
News
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18 June 2019
Big global advertisers are increasingly satisfied with the performance of their response activity, but much more ambivalent about the effectiveness of their awareness messages, according to a new study.
Article
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WARC Exclusive, June 2019
Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
Research Paper
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Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Digital First, May 2019
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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15 May 2019
Creative messages still typically require “budget, exposure, and the scale” to make the desired impact among consumers, as true viral successes remain extremely unusual.
News
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01 May 2019
WARC’s analysis of the world’s top campaigns for effectiveness highlights three key themes: the need for innovation in media strategies to drive attention, the importance of brands to be instantly recognisable and blending brand and ...
