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2030 B2B trends: Contarian ideas for the next decade

Article • Research on WARC, April 2021

Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.

Advertising in a recession

Article • Peter Field, Research on WARC, April 2021

Looks at how to advertise during an economic downturn.

The 5 principles of growth in B2B marketing: Empirical observations on B2B effectiveness

Article • Research on WARC, April 2021

Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Effectiveness through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.

Greater focus on campaign effectiveness post-pandemic

Data • Cinzia Petio, WARC Data Points, March 2021

An overview of marketers' change in their approach to advertising investment as a consequence of COVID-19.

Brand advertising on Facebook can drive cost-effective sales

Article • Stephen Whiteside, Research on WARC, March, 2021

Both brand advertising and direct-response advertising on Facebook, the social network, can drive sales, but the former strategy often does so in a more cost-effective way.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

How cause marketing campaign factors affect attitudes and purchase intention: Choosing the right mix of product and cause types with time duration

Research Paper • Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and I-Ting Tsai, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 58-77

The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type.

What marketers can learn from the 2020 IPA Effectiveness Awards

News • 04 February 2021

At a time when the need to justify marketing spend is more pressing than ever, an analysis of the winning case studies from the 2020 IPA Effectiveness Awards highlights how marketers can link their work to business success.

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

One-tenth of successful campaigns see a profit return of at least 10 times the investment

Data • Zoe McCready, WARC Data Points, January 2021

A summary of the distribution of profit ROI figures by ROI range based on an analysis of WARC's effectiveness case studies since the year 2000.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.

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.

Scaling up without screwing up

Article • Tom Roach, Research on WARC, January, 2021

Using Test Your Ad data from System1, this research provides advice to help scale-ups who are considering using TV advertising for the first time, a decision that can be riven with uncertainty.

Sue Unerman: "The industry's true north"

Opinion • Sue Unerman, December 2020

2020 IPA Effectiveness Awards’ Convenor of Judges Sue Unerman explains what can be learned from this year's winners.

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, December 2020

This article provides marketers with information about how to balance long-term and short-term strategies.

B2B marketers need to enhance brand building

News • 25 November 2020

Business-to-business (B2B) marketers need to heighten their focus on building brands instead of relying on short-term activation, according to a study by The B2B Institute, a think tank supported by LinkedIn, the business-orientated social network.

Three mega-trends for B2B marketing in the next decade

Article • Stephen Whiteside, Event Reports, B2B World Fest, November 2020

The B2B Institute, a think tank funded by LinkedIn, the business-orientated social network, has outlined three major trends that it believes will shape business-to-business marketing in the next decade.

Can marketers do long-term? A Toolkit for 2021

Opinion • Paul Coxhill, November 2020

We humans are hardwired to think short-term . That served us in good stead when we were hunter gatherers. But as we now confront the implications of years, perhaps centuries, of short-termism on our leadership, society and the planet, we realise that we need a new set of tools to help us.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

How marketing leaders are planning for 2021: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this report illustrates how marketing leaders across different categories and markets are thinking about the volatile year ahead, based on interviews with 20 leading brand marketers.

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.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

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.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
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.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
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.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.