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Linear TV ad impressions falling in major markets

Data • Rob Clapp, WARC Data Points, June 2021

An overview of linear TV's daily reach and consumption in Australia, Germany, the UK and the United States.

Why ‘no normal’ could be the best kind of ‘new normal’ for post-COVID effectiveness

Opinion • Warwick Cairns, June 2021

As the post-pandemic world approaches, businesses shouldn’t rush to settle back into the old normal – or even to replace it with a new one, says strategist Warwick Cairns. Instead, 2021 offers once-in-a-generation opportunities to keep on experimenting to develop better, more effective working practices.

Why brands need to have humour in their armoury

Article • Brian Carruthers, Event Reports, Advertising Week Europe, May 2021

Humour isn’t used in advertising as much as it used to be a decade or more ago, but the time may be right for brands to seriously consider adding this particular element to their marketing toolkit.

Safeguarding information quality is key to building trust in the healthcare sector

Article • Carolyn Paul, WARC Exclusive, June 2021

In Spring 2020, Edelman’s Trust Barometer revealed trust in the healthcare sector had reached an all-time high.

GB News, culture wars, and the future of brand safety

Opinion • Brian Carruthers, June 2021

The launch of GB News, a UK news network promising to take on “woke warriors”, shows that brands cannot avoid getting involved in the broader cultural conversation, argues Brian Carruthers, WARC’s News Editor.

Disrupting the funeral business with Farewill

Article • Brian Carruthers, Event Reports, Advertising Week Europe, May 2021

Farewill, the online will provider, is developing a funerals business built around an understanding of its target market and a product eco-system.

Xero: The Mechanic

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Xero, a newcomer to the accounting software market, launched a TV campaign to increase brand awareness in the United Kingdom.

Seismic: Helping a US unicorn spread its EMEA wings

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

Red Lorry Yellow Lorry, a full-service tech PR and marketing agency, helped Seismic, a United States leader in sales and marketing enablement technology, to implement a tailored multi-region content and media relations strategy across the UK, France and Germany.

E-commerce to account for over 8% of FMCG sales in 2021

Data • Rob Clapp, WARC Data Points, June 2021

An overview of online's share of FMCG sales value across 35 different markets.

One in five consumers now trusts the healthcare industry more

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of consumers' trust in different industries across 15 countries.

Sudocrem: From Sudocrem to Super-crem

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Irish antiseptic cream Sudocrem identified a key category motivator in a TV and digital campaign to reverse declining UK sales in a declining category.

Nationwide Building Society: How playing the long-game paid dividends

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British building society Nationwide ran a long-term TV campaign to attract new current account customers, ensure liquidity for mortgage and savings products, and strengthen brand position.

Rules of the game: Five facts in-game advertisers need to know

Opinion • Elizabeth Lane, June 2021

Contextual, seamless advertising experiences are necessary to balance the delicate relationship between gamers and brands.

Confused.com: Confusion to clarity

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British insurance comparison website Confused.com diversified its communications mix and positioned itself as a challenger to grow revenue, market share, awareness and differentiation.

Ancestry: From relic to treasure

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

British genealogy business Ancestry shifted its product focus and media strategy to protect its market-leading position against competitors and consumer apathy.

Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Gold, Brand Purpose, 2021

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.

Aldi Stores: 2010-2019 – How taking an alternative path took aldi from shame to pride

Case Study • WARC Awards for Effectiveness, Grand Prix, Sustained Growth, 2021

German discount supermarket Aldi ran a ten year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.

Help For Heroes: 40,000 Strong

Case Study • WARC Awards for Effectiveness, Silver, Collaboration & Culture, 2021

UK service personnel recovery support charity Help for Heroes enlisted its own mini-army to get the nation talking and effect systemic change to the medical discharge process, while emphasising the charity's vital role during peacetime.

Aldi UK: How Aldi keeps on winning christmas with Kevin the carrot

Case Study • WARC Awards for Effectiveness, Silver, Sustained Growth, 2021

Discount supermarket Aldi ran a multi-year, multi-channel campaign in the United Kingdom to defend sales, share, penetration and loyalty at Christmas.

Cadbury: Giving the people their chocolate back

Case Study • WARC Awards for Effectiveness, Silver, Brand Purpose, 2021

Confectioner Cadbury grew sales of its core Dairy Milk bar in the UK through a multiplatform campaign that reinvented its brand purpose based on the Quaker principles of its founder.

YouGov Ad of the Month – UK: Premier Inn

Opinion • BrandIndex, June 2021

According to YouGov BrandIndex, Premier Inn achieved the highest uplift in Ad Awareness of any brand in the UK during May.

What makes modern Britain laugh? How semiotics helped the BBC bridge the Humor Gap

Research Paper • Chris Arning, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 275-299

In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC's younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for "funny stuff." Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on.

Can the youth materialism scale be used across different countries and cultures?

Research Paper • Anna Maria Zawadzka, Agnes Nairn, Tina M Lowrey, Liselot Hudders, Aysen Bakir, Andrew Rogers, Verolien Cauberghe, Elodie Gentina, Hua Li, and Fiona Spotswood, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 317-334

As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise.

Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

Research Paper • Louise Spry and Christopher Pich, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 177-200

This article focuses on assessing the capabilities of projective techniques, in gaining a deeper insight into complex university corporate brands.

TV adverts, materialism, and children’s self-esteem: The role of socio-economic status

Research Paper • Agnes Nairn and Suzanna J. Opree, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 161-176

Levels of debt and poor mental health are at an all-time high among UK families, while the gap between rich and poor has also widened.

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.
What we know about marketing to women

Article • WARC Best Practice, May 2021

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.
What we know about marketing to children

Article • WARC Best Practice, April 2021

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.
How to stay at the forefront of SEO trends

Article • Caitlin Robertson, WARC Best Practice, March 2020

A best practice guide to improving a brand’s organic search strategy, including technical improvements and on-page and off-page activities.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.