Article
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WARC Best Practice, October 2019
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
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Dr Gerard J. Tellis, WARC Webinars, May 2020
Gerard Tellis examines how various sectors are poised to win – or lose – as the pandemic plays out, why different sectors should be making different decisions about ad spending and product offerings and how your brand should operate in this unusual environment.
News
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13 May 2020
As markets brace for an impending slowdown, brand managers should take a more proactive and agile stance: they need to not only win in the now, but also prepare for the medium-term, and transform their business to secure long-term growth, says the ...
Article
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Les Binet, WARC Exclusive, May 2020
The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
Article
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Gerard J. Tellis, WARC COVID-19 Series, May 2020
When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.
Article
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WARC COVID-19 Series, May 2020
A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
News
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08 May 2020
The motivations that consumers attribute to a company that runs a cause marketing program can exert an influence on a campaign’s impact, according to a study published in the Journal of Advertising Research (JAR).
Opinion
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Matt Hill, April 2020
Television advertisers are gaining enlarged audiences at reduced prices, writes Matt Hill, Thinkbox’s Research and Planning Director.
Opinion
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Gordon Domlija, April 2020
The observation of COVID-19 trends in China gives us a view to the post-pandemic future, writes Gordon Domlija, Wavemaker's China Chief Executive Officer and Asia Pacific President.
Article
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Stephen Whiteside, WARC COVID-19 Series, April 2020
Kantar, the research firm, has conducted various studies that help map out the results from increasing, maintaining or decreasing adspend at a time of crisis, such as the COVID-19 pandemic.
News
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23 April 2020
Advertising saturation traditionally hits a peak in the MENA region during Ramadan, but that might not be the most effective approach for brands, according to a new WARC white paper.
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Opinion
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Stephen Whiteside, April 2020
Steve Whiteside spoke to Colin Mitchell, SVP/Global Marketing, McDonald’s as part of WARC’s Learn from the best report.
Article
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WARC Best Practice, April 2020
A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
Opinion
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Anna Hamill, April 2020
COVID-19 is bringing new challenges for the marketing industry in 2020, and the predicted economic recession will hit brands hard.
Article
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Christian Polman, WARC Exclusive, April 2020
Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.
Opinion
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Stephen Whiteside, April 2020
Steve Whiteside spoke to Fernando Machado, CMO, Burger King as part of WARC’s Learn from the best report.
Article
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Geoffrey Precourt, WARC COVID-19 Series, April 2020
A significant body of research studies – drawn together over the course of almost a century – demonstrate that reducing adspend in a recession has negative outcomes for brands.
News
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14 April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation-only strategy, so it is crucial to be able to forecast over at least a five-year period to reassure the marketing team the strategy is ...
Opinion
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WARC from Home, April 2020
WARC from Home is our series of content for those looking to skill up in the lockdown – including a weekly re-run of a classic webinar from the WARC database.
Opinion
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Sam Peña-Taylor, April 2020
As the industry contemplates the likelihood of severe spending cuts, Mark Ritson argues for strategists to spot an opportunity to overtake their competitors and plan to grow market share.
Article
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Paul Dyson, WARC COVID-19 Series, April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Article
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Paul Dyson, WARC COVID-19 Series, April 2020
This two-part series looks at how marketers are realising the need to build brand and activate sales at the same time so we are starting to see a shift of budgets towards brand building.
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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Geoffrey Precourt, WARC COVID-19 Series, April 2020
Ebiquity, the marketing and media consultancy, has found considerable evidence that maintaining or increasing adspend in a down economy has significant payoffs.
