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Two in three adults prefer digital finance services

Data • Rob Clapp, WARC Data Points, April 2021

An overview of consumer preference for digital finance services across 17 markets.

Facebook research: Diverse and inclusive representation in online advertising

Article • Facebook, Research on WARC, April, 2021

Looks at diverse and inclusive representation in online advertising.

8% of direct mail items lead to a website visit

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of commercial actions taken when direct mail items are received.

Judgementalists, bias situators, sugar-coaters, rationalisers: Understanding millennials’ behaviour in online brand communities

Article • Genevieve Silk, Research on WARC, April, 2021

Millennial customers in online brand communities (OBCs) can be divided into four groups, according to a qualitative study in the UK.

How data impoverishment continues to deepen the digital divide

Opinion • Richard Neish, April 2021

The past year has seen an increase in streaming and a surge in e-commerce. Behind those headlines, however, the reality is very different for many people, says Richard Neish.

Effective channel integration: Right place, right time, right message

Opinion • Sumegha Rao, April 2021

Sumegha Rao considers how brands including Tesco, Churchill and NHS England harnessed the power of disruption, innovation and unexpectedness to truly stand out.

YouTube consumption shows double-digit growth

Data • Rob Clapp, WARC Data Points, April 2021

An overview of YouTube consumption in 15 markets between 2019 and 2020.

Behind Tesco’s turnaround triumph

Article • Anna Hamill, WARC Exclusive, April 2021

In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline.

Audi: The value of Vorsprung durch Technik over four decades

Rankings • WARC Effective 100, 2021

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past four decades.

Diageo: Marketing Catalyst: Creating a culture of marketing effectiveness

Rankings • WARC Effective 100, 2021

Diageo, an alcoholic drinks brand, developed a web-based tool to help marketers decide how to spend their money better to deliver more gross profit globally.

The Big Issue / Monzo: Pay It Forward

Rankings • WARC Creative 100, 2021

The Big Issue, a street magazine, and Monzo, an online bank, increased the amount of money going to Big Issue vendors by launching a resellable magazine in the UK.

Tesco: From running shops to serving customers: The Tesco turnaround story

Rankings • WARC Effective 100, 2021

Tesco, a supermarket brand, regained consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

John Lewis & Partners: An amazing decade

Rankings • WARC Effective 100, 2021

John Lewis, a department store, released a series of Christmas-themed ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

Guinness: Made of More 2012-2019: Consistency x creativity

Rankings • WARC Effective 100, 2021

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that reinforced its Made of More message.

Cadbury Creme Egg: The Hunt is On!

Rankings • WARC Media 100, 2021

Cadbury Creme Egg, the Easter chocolate, increased sales in its third year of the Creme Egg Hunting Season campaign by creating a sense of urgency for consumers in the UK.

IKEA: Silence the Critics

Rankings • WARC Creative 100, 2021

IKEA, the furniture retailer, made waves in the UK by silencing the home shaming critics.

Bodyform/Libresse/Libra: Viva La Vulva

Rankings • WARC Media 100, 2021

Bodyform/Libresse/Libra, a brand of feminine hygiene products, embraced all forms of genitalia by launching a lip sync video that encouraged UK and Scandinavian women to love themselves, vulvas and all.

Bodyform/Libresse/Libra: Viva La Vulva

Rankings • WARC Effective 100, 2021

Lloyds Bank: Crossword Clues

Rankings • WARC Media 100, 2021

British bank Lloyds encouraged its older, affluent customers to try its banking app by running a targeted print campaign using crosswords.

What stops a marketing budget being seen as a cost in 2021?

Opinion • Mike Colling, March 2021

What if you, as a CMO, were able to show not only how much revenue your marketing investment will deliver, but when? Mike Colling explains how you can.

Nationwide taps the power of business outcomes

Article • Brian Carruthers, Event Reports, Festival of Marketing, March 2021

COVID-19 and lockdowns meant the Nationwide Building Society, like many other businesses, had to scrap planned campaigns and come up with appropriate new ones.

Are you listening? Synthetic voice and the future of audio advertising

Article • Silke Zetzsche, WARC Exclusive, March 2021

How brands can use synthetic voice in dynamic creative advertising.

Over half of adults feel comfortable buying medications online

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer interest in buying prescription medication online across 17 markets.

KFC’s five-year turnaround: From diagnosis to cure

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, March 2021

KFC, the global chicken-focused fast food brand, reversed a drop in sales and footfall in the UK thanks to diagnostic insight work that resulted in a five-year turnaround plan.

One in three young adults prefers brands with a sonic identity

Data • Rob Clapp, WARC Data Points, March 2021

An overview of consumer engagement with sonic and audio brand identity in Great Britain.

Something old, something new: What can brands do in e-commerce during this recession?

Article • David Carr, WARC Exclusive, April 2020

E-commerce is well-suited to recessions, so brands looking to drive e-commerce revenue must learn from past recessions and ensure their tech and supply chain are in place to deliver.
How marketers can win with Gen Z and Millennials post-COVID-19

Article • Carmen Bona, WARC Exclusive, June 2020

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.
From running shops to serving customers: The Tesco turnaround story

Case Study • Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.
The strategies working in COVID-19 specific communications

Article • Sam Peña-Taylor, Event Reports, Kantar Webinar, April 2020

Research from Kantar assesses how advertising addressing the coronavirus is landing with consumers.
What we know about marketing to children

Article • WARC Best Practice, February 2020

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
What we know about marketing to women

Article • WARC Best Practice, February 2020

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.