Article
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WARC Best Practice, December 2020
This article provides marketers with information about how to balance long-term and short-term strategies.
News
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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.
Article
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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.
Article
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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.
Article
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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.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
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.
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.
Article
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Stephen Whiteside, Event Reports, Lions Live, October 2020
Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.
Article
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Stephen Whiteside, Event Reports, Lions Live, October 2020
A “small-budget fallacy” is encouraging marketers with limited resources to ignore the main drivers of effectiveness when formulating their strategies.
Article
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WARC Exclusive, October 2020
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 2020.
Opinion
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Gabey Goh, October 2020
Dairy giant Amul emerged from India’s lockdown in a much stronger position than before. RS Sodhi, managing director of the Gujarat Co-operative Milk Marketing Federation and owner of the Amul brand speaks to WARC’s Gabey Goh for WARC Marketer's Toolkit 2021 about never going dark, meeting new consumer demands, being hyper-local and the organisation’s belief in long-term consistency.
News
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14 October 2020
The shift to short-term planning and a fall in campaign spending by advertisers are the biggest changes from 2019 to 2020 as a result of the COVID-19 pandemic, publishers around the world say.
Article
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Stephen Whiteside, Event Reports, IPA EffWorks 2020, October 2020
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.
Opinion
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Chiara Manco, October 2020
Winning Gold at the 2020 IPA Effectiveness Awards, Guinness is proof of the returns of consistency in long-term brand building. WARC’s Chiara Manco looks into the powerful influence of its ‘Made of more’ brand platform.
Opinion
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Siddhant Lahiri, October 2020
WARC Prize for Asian Strategy judge Siddhant Lahiri invites us to remember the benefits of long-term thinking in an increasingly impatient world.
Opinion
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David Tiltman, September 2020
Nearly a decade ago, in a conference ballroom in Beijing, I first heard Professor Byron Sharp present the thinking from his breakthrough book, How Brands Grow.
Article
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WARC Best Practice, September 2020
Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
Data
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Zoe McCready, WARC Data Points, August 2020
An overview of strategists' perceptions of their clients' response to the novel coronavirus (COVID-19) outbreak.
Article
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Darren Coleman, WARC Best Practice, August 2020
This article explains the important role brand plays in driving growth.
Opinion
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Tom Roach, August 2020
Short-termism and long-termism are both just wrong-termism, says Tom Roach.
News
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03 August 2020
The COVID-19 pandemic and subsequent country lockdowns have driven ten years of e-commerce growth in an eight-week period, prompting a rethink of all the marketing fundamentals; a new WARC report looks at the changes taking place and what they mean f
Article
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Paul Dyson, WARC Exclusive, 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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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.
Article
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WARC Exclusive, July 2020
VAB report that reassesses ten principles from November 2019 about driving business and brand growth, looking through the lens of COVID-19, racial unrest and economic uncertainty.
