Article
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WARC Best Practice, April 2020
Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.
Article
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Ruth Saunders, WARC Best Practice, November 2017
As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
News
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24 March 2020
UK broadcaster ITV has announced it will slash its programme budget this year, as well as cut other spending and not pay a 2019 dividend in a total savings package worth at least £300m.
Article
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WARC Best Practice, March 2020
Explores advertising in a recession through the evidence available in the WARC archives and beyond. Typically, recessions cause businesses to rein in advertising spend in the short term, a mistake, that can cause long-term damage to a brand.
News
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17 March 2020
A survey by the International News Media Association (INMA) has found that 62% of news media companies are already reporting a sudden fall off in advertising due to COVID-19.
Article
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MediaSense, WARC Exclusive, March 2020
An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Data
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Zoe McCready, WARC Data, February 2020
This article summarises the results of the Global Marketing Index (GMI) for February 2020, when Europe's headline GMI growth rate slowed.
Research Paper
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Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 104-116
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Article
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Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 87-103
The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.
News
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17 February 2020
Consumer goods giant Kraft Heinz plans to slash the number of creative and design agencies it works with by half, although the company also intends to increase its media spend by 30% in support of its leading brands.
Data
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Zoe McCready, WARC Data, January 2020
This article summarises the results of the Global Marketing Index (GMI) for January 2020, where the index for marketing budgets has been in decline since June.
Article
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Neil Hopkins, Admap, February 2020
As the cost of activation increases, brands should apply a creative lens to sponsorship programmes.
Article
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David Dixon, Sebastian Shapiro and Nicole Wolf, WARC Exclusive, January 2020
Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
Data
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Zoe McCready, WARC Data, December 2019
This article summarises the results of the Global Marketing Index (GMI) for December 2019, where the headline GMI growth rate has been in decline since July.
News
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20 December 2019
Hong Kong’s media industry is grappling with the impact of the on-going protests, as brands delay promotional activities and rein in spending amid continued uncertainty.
News
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19 December 2019
The WARC Global Marketing Index (GMI) provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among respondents.
Data
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Zoe McCready, WARC Data, November 2019
This article summarises the results of the Global Marketing Index (GMI) for November 2019, when the headline GMI growth rate slowed its rate of decline as Europe remains in growth.
Article
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David Tiltman, WARC Webinars, November 2019
David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.
News
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22 November 2019
Advertising share of voice and creative quality exert a more consistent impact on sales than promotions for quick service restaurant (QSR) chains, according to a study in the Journal of Advertising Research (JAR).
Article
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WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into investment trends for brands in 2020.
Opinion
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David Tiltman, November 2019
In late 2018, we wrote about what would happen in the next twelve months. WARC’s Head of Content, David Tiltman, looks at how we did ahead of our predictions for 2020.
News
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21 November 2019
Digital mobile media and OTT will lead China’s media inflation rates in 2020 thanks to the continued popularity of streaming services and wider access to 5G connectivity, according to a report by independent consulting firm, R3.
News
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06 November 2019
Paytm is investing heavily to maintain its leadership position in the Indian online payments market, with a reported US$49.5m earmarked for marketing initiatives.
Data
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Zoe McCready, WARC Data, October 2019
This article summarises the results of the Global Marketing Index (GMI) for October 2019, when Europe's Headline Index returned to growth for the first time since June.
News
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30 October 2019
Successful brands spend 82% of their budgets on TV and digital channels combined according to WARC’s new Media Allocation Benchmarks report .
