Advertising best practice, evidence and insights

Back to basics: Ten marketing principles to pivot to the long-term

Article • Lee Roth, WARC Best Practice, July 2020

It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.

How B2B marketers can align with the CFO to become more effective

News • 10 July 2020

A new report from the Institute for Practitioners in Advertising establishes a framework for B2B marketers to build trust with the finance division of their organisations for more effective marketing and greater influence.

India’s agencies are cautiously optimistic

News • 10 July 2020

India’s agencies are starting to see business slowly pick up again after precipitous falls in the early stages of lockdown and there are hopes that the festival season will accelerate a journey back to something approaching normality.

Recession-proofing brands across all time horizons — the short, mid and long term

Article • WARC Exclusive, May 2020

Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy, outlines how brands can recession-proof their brands by working through three phases.

How creativity drives advertising effectiveness

Article • Research on WARC, July 2020

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.

Changing your brand for the better: Six lessons on diversity and inclusion from Lions Live

Opinion • Cathy Taylor, July 2020

Sometimes, the best way to get a feel for what's really going on in a country as big as the US is to look at it in microcosm.

WARC’s new series: What’s working in the COVID-19 pandemic

Opinion • Anna Hamill, July 2020

To say that COVID-19 has completely changed business-as-usual in 2020 almost seems trite at this point.

Why sports brands should make a play for virtual connection

Opinion • Nora Henriksson, July 2020

Sporting events are just starting to come back in some parts of the world – but in most places, crowds aren’t.

The growth of touchless tech and ‘humanless’ systems

News • 06 July 2020

The coronavirus pandemic is forcing a reappraisal of much of the technology we use in public spaces and is also accelerating automation efforts in logistics and the supply chain; a recent report predicts the market for next-generation logistics ...

YouGov Ad of the Month – UK: McDonald’s

Opinion • BrandIndex, July 2020

During June, McDonald’s achieved the highest uplift in Ad Awareness of any brand in the UK with a +9.4 point rise.

For Mars, COVID highlights the need for ‘ground-up’ digital transformation

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020

Discusses the need to understand the behaviours that make digital transformations successful.

How FMCG brands can blend traditional retail and e-commerce post-COVID-19

Article • Ed Cox, WARC Exclusive, June 2020

COVID-19 has prompted many brands to beef up their e-commerce presence or direct to consumer strategies to supplement traditional retail channels.

Re-evaluating iconic brand assets in a post-pandemic world

Article • Dr Gemma Calvert, Win Ee Chun and Dr Eamon Fulcher, WARC Exclusive, June 2020

Distinctive brand assets have a powerful role to play in ensuring top-of-mind recall with consumers – but in a world changed by COVID-19, a strategic reassessment of assets is needed.

Marketers should invest in response to current societal issues

News • 01 July 2020

Marketers should turn their investment decisions towards the present moment and respond to major concerns around racial injustice and COVID-19, according to Bozoma Saint John, the new CMO of streaming giant Netflix.

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.

A rocky road ahead: The future for advertising

Article • Michael Karg, WARC Exclusive, June 2020

An assessment of how changes in consumer behaviour and the declining influence of linear live TV are impacting advertising.

What's working in financial services

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the financial services category.

Huawei’s effectiveness-based culture

Article • Event Reports, IPA EffWorks audience, October 2019

Looks at Huawei’s internal culture, which differs from the typical hierarchical structure and is focused on performance.

How the world’s biggest marketers are tackling racial inequality: Insights from the CMO Growth Council

Article • Anna Hamill, Event Reports, Lions Live, June 2020

Amid unprecedented challenges in 2020, leading CMOs are committing to tangible change and leading with accountability on social issues like racial inequality.

Nike’s digital investments soften the blow from COVID-19

News • 29 June 2020

Nike last week reported an unexpected quarterly loss because of widespread store closures forced on it by the COVID-19 pandemic, but the situation would have been worse without digital sales taking up some of the slack.

A future of opportunity: Four predictions of evolutionary change in consumers

Article • Irene Joshy, WARC Trends, June 2020

Kantar’s Irene Joshy outlines the key anchors that will drive consumer behaviour through this current pandemic period and into the future.

Nivea’s new CMO on ‘walking the talk’

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.

System1 recommends creative, life-enriching ads during a time of crisis

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Research firm System1 has taken a deep dive into advertising effectiveness during the COVID-19 pandemic in order to understand which types of commercials are effective.

Bozoma Saint John seeks to make sure Black voices are heard in new places

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.

Keep calm and advertise on: How to successfully navigate your brand through an economic downturn

Article • VAB, WARC COVID-19 Series, June 2020

This research looks at recent TV audience behavior, what sports fans are watching during COVID, OTT trends and COVID-19 ad performance.

Marketing management & leadership