Article
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WARC Best Practice, December 2018
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
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Stephen Whiteside, Event Reports, Marketing Academy US, April 2019
Analysis of thousands of case studies entered into the Effie Awards offers some valuable learnings for marketers when it comes to making a tangible impact with their work.
News
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11 June 2019
The UK insurance sector is often seen as being driven primarily by price, especially since the advent of price comparison websites, but a bold experiment by Direct Line Group suggests this is not necessarily the case.
Article
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Stephen Whiteside, Event Reports, Breaking Brand, May 2019
System1, the research firm, assessed thousands of television ads in order to determine their potential to drive long-term growth for brands.
Article
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Jo Bowman, WARC Exclusive, Lessons from the WARC Rankings, May 2019
Examples from two brands showing how directing marketing investment towards brand building rather than activation built sales over the long-term.
News
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29 April 2019
Many marketers are still making the error of focusing their digital attention on short-term activation and thus neglect the importance of brand building, according to Les Binet, head of effectiveness at agency adam&eveDDB.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
While digital media can encourage marketers to prioritize short-term activation, research from Les Binet and Peter Field has shown that brand building remains essential.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
Les Binet, an expert in marketing effectiveness, has conducted research that addresses many of the common challenges and misunderstandings that face brands.
News
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09 April 2019
One of the greatest issues Australian marketers are currently dealing with is effectiveness, according to John Broome, CEO of the Australian Association for National Advertisers.
Article
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Brooke Hemphill, Event Reports, The Future of Brands Sydney, February 2019
The biggest challenges facing Australian advertisers include effectiveness, measurement, and client-agency relationships.
Article
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Anna Hamill, Event Reports, Effective marketing in Financial Services, February 2019
Financial services marketing has declined in effectiveness since the mid-00s recession, and marketers must reinvest in long-term brand building to turn it around.
Article
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Brian Carruthers, Event Reports, The Future of Brands, February 2019
Agencies and advertisers don’t always act on established industry best practice and fail to invest enough in brand building – leading to what Work Research refers to as a “brand gap”.
Article
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WARC Evidence, February 2019
Looks at the long and short term consequences of a brand going dark and whether its best to cut budgets or keep advertising in a recession.
Article
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Gareth Price, WPP Atticus Awards, Winner, 2018
The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.
Article
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Orlando Wood, WARC Webinars, January 2019
Orlando Wood, chief innovation officer at System 1 Group, shares how brands can predict the market share growth associated with advertising over the long-term.
Opinion
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Lisa Ronson, December 2018
The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
Article
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Brian Carruthers, Event Reports, IPA EffWeek, October 2018
Learn from some common mistakes that marketers make, as a selection of leading figures in the advertising world share their experiences.
Article
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Mark Evans, WARC Webinars, November 2018
Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.
Article
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Brian Carruthers, Event Reports, IPA EffWeek, October 2018
The work of Les Binet and Peter Field has established that the most effective advertising is split 60:40 between brand building and activation; their latest research looks in more detail at how this works in the context of different categories and purchase behaviours.
Article
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Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
Article
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Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Article
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WARC Evidence, October 2018
Addresses how marketers should balance short-term and long-term marketing activity and how these activities work together across different categories.
News
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19 October 2018
Following extensive measurement of emotional responses to TV ads and the intensity of those emotions, behavioural agency System1 claims to have cracked some long-standing industry conundrums, including how to put a value on creativity.
Article
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Les Binet and Peter Field, WARC Webinars, October 2018
Les Binet, head of effectiveness at adam&eveDDB, and Peter Field, marketing consultant at Peter Field Consulting, share their new paper "Effectiveness in Context", which was launched at IPA Eff Week.
Article
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Brian Carruthers, Event Reports, IPA EffWeek, October 2018
System 1, the research agency, has been looking for the missing link – the Higgs Boson particle – between creative output and effectiveness: this is what it found.
