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The recipe for successful brand-led sound integrations

Article • Brooke Hemphill, Event Reports, Mumbrella Audioland Conference, May 2019

Unlike a sponsorship or partnership, a true brand-media owner audio integration will result in content impossible without the involvement of the advertiser.

How measuring engagement gained the Financial Times 1 million subscribers

Article • Brian Carruthers, Event Reports, The Digital Transformation Conference, May 2019

The Financial Times has successfully built a digital subscription business around driving engagement.

Forum: All work and no play – A text analysis

Research Paper • Kate Downer, Chrissie Wells and Charlotte Crichton, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 236-251

Automated analysis of open-ended text survey data is an appealing prospect. It eliminates human error and human variability and can be used to create models that are easier to update over time than a manual approach to coding generally yields.

How to discover emerging food trends with social media data

Article • Anna Hamill, Event Reports, MRS FMCG Research Summit, May 2019

Marketers can use a wealth of unbiased data such as social media and search to determine the next big food trend and capitalise on it.

Brands can own the British BBQ space

News • 16 May 2019

No brand as yet owns the barbecue space in the UK, and it’s ripe for the taking, a new study suggests.

Audio ads relating to consumer activity are more effective

News • 14 May 2019

Advertising that connects content with activities being carried out by an audience boosts its effectiveness in terms of engagement and recall, according to new research.

Good-Loop taps the ad experience for purpose

News • 14 May 2019

At a time when brand purpose is becoming a differentiator, the ad experience itself can become part of that strategy – highlighting what a brand stands for, increasing engagement and raising money for causes.

Brands back a new masculinity

News • 13 May 2019

Harry’s, Estee Lauder, Wellman, Coty and Freedom beer are among the brands who are backing a drive to address issues around men’s health – and mental health in particular, as UK Mental Health Awareness Week begins.

Barclays takes an asset-led approach to data

Article • Brian Carruthers, Event Reports, Marketing Week Insight Show, March 2019

Barclays’ approach to data analytics involves focusing on existing analytic capabilities and where they can best be deployed, and then ensuring that project output can be repurposed or reused.

Mining emotions via voice and smell with Johnson & Johnson and Initial

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

Two examples of how brands are using an innovative approach to understand consumer emotions.

Nestlé and Good-Loop: Two years of radical media

Article • Sam Peña-Taylor, WARC Exclusive, May 2019

Good-Loop is a different kind of advertising platform, built around the idea of converting media money into funding for charitable causes – good for the causes, but even more effective for brands.

Internet users are cynical about social

News • 10 May 2019

The vast majority of internet users around the world lack confidence in what they see and read online, new research claims, with just 8% thinking that three-quarters or more of the information they get from social media is true.

GDPR one year on: optimism increases

News • 09 May 2019

Almost a year on from the implementation of GDPR, marketers are generally confident about their compliance levels and there is evidence that increased consumer trust in brands has helped drive better customer engagement for email marketing.

YouGov Ad of the Month – UK: Marks & Spencer

Opinion • BrandIndex, May 2019

Marks & Spencer achieved the highest uplift in Ad Awareness of any brand in the UK during April – a +8.9 change in score.

Milking My Ladies: Launching the Elvie Pump

Case Study • SABRE Awards, North America, Consumer Electronics, Gold, 2019

Elvie, a feminine technology brand, promoted its new breast pump product in the US by launching a stunt at London Fashion week that saw a new mum walk the catwalk wearing the pump.

Data ethics: Lessons from the Co-op

Opinion • Claire Hadfield, Danny McCarthy, Ian Thomas and Rob McKendrick, May 2019

The May issue of Admap puts the spotlight on data ethics. Danny McCarthy from the Co-op explains the organisation’s work with the Open Data Institute (ODI) which is helping them progress against their vision of being ‘Trusted with Data’.

The future of the data and the marketing industry: The post-GDPR era, ePrivacy and responsible marketing

Article • John Mitchison, Admap, May 2019

While the GDPR has ultimately been a success and remains a key opportunity for businesses, there continues to be a lot of uncertainty surrounding the data and marketing industry.

Keeping DOOH clear of the programmatic pitfalls

Opinion • Sue Hunt, May 2019

A new report by VIOOH argues that out-of-home stands to gain from the benefits of automation, without facing the drawbacks experienced by digital media.

What brands need to know about targeting gamers

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2019

Advertisers shouldn’t think in terms of gamers as a target market – they need to get more granular and understand the different segments within this audience.

ITV evolves its marketing function

News • 02 May 2019

ITV, the UK commercial broadcaster, is working on a new metric – spontaneous brand consideration – and on building out its direct-to-consumer business.

BBC Good Food sees opportunity in voice

News • 02 May 2019

BBC Good Food, the Immediate Media publishing brand, has moved from seeing voice as a risk to be mitigated to an opportunity to be exploited.

Whiskas K.I.T: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform to drive sales and customer engagement.

Dunelm: How real people furnish their own real homes

Case Study • Sophie Binns, Jane Dorsett, Sam Drake, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Dunelm, the UK homeware company, drove sales and brand awareness by creating a TV show aimed at a younger demographic.

Plastic Oceans International: The Trash Isles

Case Study • Rob Sellars, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Plastic Oceans International, a non-profit company, put the issue of plastic pollution in our oceans on the global agenda by turning a country-sized patch of trash into the world's 196th nation.

Brexit concerns fail to dampen UK adspend

News • 30 April 2019

UK adspend rose 6.3% year-on-year to reach £23.6bn in 2018, according to the latest Advertising Association/WARC Expenditure Report, with further growth predicted for this year and next.

Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.