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.
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.
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.
Shann Biglione explores four themes that will be on many media strategists' minds as they look for ways out of the COVID-19 crisis. Every crisis starts with the same prophecy: this time, it’s different.
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.
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.
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.
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).
Gerard J. Tellis, WARC Exclusive, 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.
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.