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.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in the FMCG category.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in mobile.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in TV.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in the financial services category.
Article
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James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Opinion
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James McDonald, June 2020
COVID-19 has upended adspend forecasts. Here, James McDonald, WARC Data's managing editor, explains some of the reasoning behind the revised outlook presented in the latest Global Ad Trends report.
Article
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Research on WARC, May 2020
Features both current data on ad spending trends due to COVID-19 and historical data highlighting how brands that continue to spend on advertising through recessions come out more strongly when recessions end.
News
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28 May 2020
Global advertising spend is set to fall by 8.1% – $49.6bn – to $563bn this year, led by severe cuts in investment among major product sectors as a result of the COVID-19 outbreak, the latest WARC Global Advertising Trends report finds.
News
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13 May 2020
Multinational companies say they are likely to cut ad spending harder than originally planned, and for longer, in response to the COVID-19 pandemic, according to the latest research from the World Federation of Advertisers (WFA).
Article
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Gerard J. Tellis, WARC COVID-19 Series, May 2020
When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.
Opinion
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Bill Duggan, May 2020
Publicis Groupe recently announced a program that will give midsize businesses their money back if it fails to deliver results.
Article
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WARC COVID-19 Series, May 2020
A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
News
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04 May 2020
UK broadcaster ITV has had to adapt quickly, both commercially and in terms of production, during the current health crisis, and chief executive Carolyn McCall believes the company is now bouncing back.
Article
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Alex Brownsell, WARC COVID-19 Series, April 2020
ITV chief executive Carolyn McCall outlines the steps the media owner has taken to mitigate the impact of the global coronavirus pandemic.
Article
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Stephen Whiteside, WARC COVID-19 Series, April 2020
Kantar, the research firm, has conducted various studies that help map out the results from increasing, maintaining or decreasing adspend at a time of crisis, such as the COVID-19 pandemic.
Article
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Josie Tutty, WARC COVID-19 Series, April 2020
Research from Kantar suggests that if brands don’t exploit the situation, downplay or mock the crisis, or actively encourage restricted behaviour, then brands have a licence to communicate.
Article
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David Dixon, Sebastian Shapiro and Nicole Wolf, WARC COVID-19 Series, April 2020
Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Opinion
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Anna Hamill, April 2020
An anticipated global economic recession, hastened by the COVID-19 pandemic, will be different to anything brands have faced in modern times.
News
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13 April 2020
Maintaining share of voice is critical for advertisers during a recession, both to stay front of mind among consumers in a downturn, and in order to position their brands in an optimal way for the recovery.
Article
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Paul Dyson, WARC COVID-19 Series, 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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Jane Ostler and Maren Seitz, WARC COVID-19 Series, April 2020
Five tips from Kantar for dealing with a rapidly changing media environment, and how to prepare for recovery after COVID-19.
Article
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Josie Tutty, WARC COVID-19 Series, April 2020
A guide to how the outbreak of coronavirus is impacting advertising spend in channels including TV, radio, outdoor and digital media.
