North America

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Avec Eric: A spiritual journey in food

Case Study • APG (UK), Entrant, 2021

Avec Eric, a culinary brand, was launched in the US to bring more awareness and build his brand.

Samsung, ESPN, Netflix, Aviation, Xbox & Cyberpunk: How getting meta led to mega impact

Case Study • APG (UK), Entrant, 2021

Samsung, an electronics company, launched a campaign for the release of the 2017 QLED TV in America.

MELÉ: A Scientific Breakthrough -The Magic of Melanin-Rich Skin

Case Study • APG (UK), Entrant, 2021

MELÉ, a skincare brand, launched a campaign in the USA to drive awareness of a new skincare brand which is designed for melanin-rich skin.

Ally Financial: Ally Island, the only bank worth visiting in Animal Crossing

Case Study • APG (UK), Entrant, 2021

Ally, a digital bank, launched a campaign in the US and created an experience within the game, Animal Crossing, which is modelled after the real world.

IKEA: Bringing the slow movement to fast furniture

Case Study • APG (UK), Entrant, 2021

IKEA, a furniture brand, launched a campaign in the UK, USA and Netherlands to increase share of sales from core sustainable products, and increase the perception that IKEA makes a positive impact on the environment.

Obie: A problem too big to ignore, an opportunity too big to resist

Case Study • APG (UK), Entrant, 2021

Obie, a reproductive health brand, launched a new holistic reproductive health platform in the US, rooted in science and personalised in real time, to help women and their partners proactively affect their fertility.

IAMS NOSEiD: How planning can broaden its role to find new relevance

Case Study • APG (UK), Silver, 2021

IAMS, a pet food brand, launched an app in the US as an essential tool to help reunite lost dogs, and for dog owners to protect their dogs and understand them better.

New York Life: Celebrating a new kind of hero - The Brave Of Heart

Case Study • APG (UK), Entrant, 2021

New York Life (NYL), an insurance company, launched a campaign to communicate what NYL stood for to drive differentiation and recruit more Americans into life insurance.

Instacart advertisers become more efficient as ROAS rises 12%

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of key Instacart performance indicators in Q3 2021.

44% of adults say they are not fully represented in advertising

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of consumer opinion on diversity and representation in advertising.

57% of advertisers to spend more on addressable TV

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of planned increases in video advertising spend by ad format in Australia, France, Germany, the UK and the United States.

19% of B2B marketing budgets go to advertising

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of B2B marketing budgets.

Women out-game men in China, but lag behind in Germany and US

Data • Cinzia Petio, WARC Data Points (Curated), September 2021

An overview of gaming consumption in female and male audiences.

How Health-Ade is meeting the needs of health-conscious US consumers in difficult times

Article • Stephen Whiteside, Event Reports, Spotlight US, September 2021

Health-Ade, the US kombucha brand, is adapting its strategy as the category evolves and the needs of its customer base evolve.

The 2021 US grocery shopper has adapted by embracing hybrid buying habits

Article • Barbara Connors, WARC Exclusive, Spotlight US, September 2021

Looks at changes in grocery shopping habits among US consumers as the COVID-19 pandemic stretches on.

Even though COVID is still here, CPG shopping behavior is normalizing

Article • Leslie Wood, WARC Exclusive, Spotlight US, September 2021

Examines regional and national changes in spending and shopping behavior over the course of the pandemic in the consumer packaged goods category.

2021 Pandemic Brand Playbook: Decoding (and leveraging) the “disruptor” gene of challenger brands

Article • Matt Kleinschmit, WARC Exclusive, Spotlight US, September 2021

Discusses why changing US consumer attitudes and behaviors during the pandemic have made this a perfect time for the rise of challenger brands.

Three new traveler trends and preferences brands need to know about

Article • Will Crocker Hay, WARC Exclusive, Spotlight US, September 2021

Discusses the top ways the pandemic has impacted traveler engagement, preferences, and expectations, and what travel and hospitality brands can do to meet today's challenges and opportunities, based on the report, Ready for Takeoff: 2021 Travel Industry Trends, Insights, and Strategies.

Four ways to reach out-and-about US consumers in a pandemic and privacy-changed world

Article • Jesse Rosenschein, WARC Exclusive, Spotlight US, September 2021

Examines alternative ways for marketers to use location and out-of-home, as new privacy constraints limit how targeting can be used.

The US bread-baking fad is over, but other COVID-induced consumer behaviors remain

Opinion • Cathy Taylor, September 2021

Cathy Taylor, WARC’s US Commissioning Editor, introduces the latest installment in WARC’s Spotlight US series, which offers insight into US consumer behavior during an uncertain year shaped by COVID-19 and economic challenges.

Half of adults always accept website cookies

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of consumer willingness to accept website cookies.

The SoundOut index: Personality edition

Article • SoundOut, Research on WARC, September 2021

This report explores the role of personality in sonic branding, particularly sonic logos.

Analyzing proprietary, private label, and non-brands in fresh produce purchases

Research Paper • Zachary William Anesbury, Kristin Jürkenbeck, Timofei Bogomolov, and Svetlana Bogomolova, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 597-619

When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands.

TikTok user activity overtakes YouTube

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of user activity on TikTok and YouTube in Japan, South Korea, the UK and the United States.

MELĒ: A scientific breakthrough – the science of melanin-rich skin

Case Study • Jay Chiat Awards, Gold, National Strategy, 2021

Unilever, a consumer goods company, created a new brand, MELĒ, to provide darker skinned people in the US with skincare products designed for their skin colour.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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, May 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.
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.
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.
Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.