Opinion
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Alex Brownsell, January 2021
Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.
Research Paper
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Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Digital First, December 2020
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.
Data
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Zoe McCready, WARC Data, December 2020
This article summarises the results of the Global Marketing Index for December 2020, when the global index for marketing budgets reached its highest ever levels of growth.
News
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17 December 2020
Successful brands spend 80% of their budgets on TV and digital channels, according to the latest Media Allocation Benchmark report from WARC – a slight dip on the 82% registered in last year’s study.
Data
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WARC Data, December 2020
Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
News
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02 December 2020
With media budgets tight in many markets, a new WARC report highlights the sort of innovative strategies, that, post-pandemic, brands can use to facilitate talking points and grab attention as well as drive PR and social engagement.
Data
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Zoe McCready, WARC Data, November 2020
This article summarises the results of the Global Marketing Index for November 2020, when the Headline GMI and the global index for marketing budgets maintained growth.
Research Paper
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Bill Harvey, Audrey Steele, Lloyd Darbonne, James Fennessy and Alan Li, ARF Experiential Learning, November 2020
Reports the findings of a study that determines if the national time series methodology brings back valuable incremental information and compares ad media investment trends to the apparent Return on Adspend (ROAS) effects of each media type.
Data
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James McDonald, Rob Clapp, WARC Data, November 2020
This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption and cost inflation this year and next. Key findings include:
Article
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McKinsey & Company, Research on WARC, November, 2020
Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
News
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06 November 2020
From a nadir of 29.
Article
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WARC Exclusive, November 2020
Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.
Data
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Zoe McCready, WARC Data, October 2020
This article summarises the results of the Global Marketing Index for October 2020, when the Headline GMI and the global index for marketing budgets came back into growth.
Data
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Zoe McCready, WARC Data, September 2020
This article summarises the results of the Global Marketing Index for September 2020, when the global index for trading conditions came back into growth.
Article
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WARC Best Practice, October 2020
This article provides marketers with information and guidance about avoiding advertising wearout and decay.
Data
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Zoe McCready, WARC Data, August 2020
This article summarises the results of the Global Marketing Index for August 2020, when mobile and digital came back in growth for the first time since March.
News
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05 August 2020
Democratic nominee Joe Biden’s presidential campaign is aiming to spend heavily on TV ads in the run up to the election and will also utilise 60-second spots, all of which stands in contrast to the Trump campaign.
Article
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Paul Dyson, WARC Exclusive, April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in audio.
Article
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WARC Category Intelligence, August 2020
Global strategies, campaign updates and trends in search.
Data
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Zoe McCready, WARC Data, July 2020
This article summarises the results of the Global Marketing Index for July 2020, when the signs of recovery became apparent as rates of decline decreased across all GMI indices.
Data
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WARC Data, July 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
News
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22 July 2020
Strategists are in more demand than ever as a result of the pandemic, WARC’s 2020 Future of Strategy survey finds, though amid a looming recession, the purpose of the strategist is changing.
