Article
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WARC Best Practice, May 2019
Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.
Article
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Alex Zhu, WARC Best Practice, June 2018
Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
Article
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Toni Keskinen, WARC Best Practice, June 2016
This article looks at the decision-making process that consumers undergo in order to make a purchase, connecting and engaging with different options, before finally settling on a brand.
News
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19 December 2019
People prefer free or ad-supported content over ad-free content via a subscription service, according to a research report by programmatic marketing provider MiQ.
Article
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Research on WARC, December 2019
Explores the global trends and key drivers of fast-changing consumer behavior around the world, looking at how consumers are embracing the tangible lifestyle benefits of new apps, devices and IoT-enabled smart homes.
News
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10 December 2019
The use of digital payments is no longer restricted to young, tech-smart consumers, but increasingly reflects the attitudes and functional needs of shoppers across generations, a study by McKinsey has found.
News
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09 December 2019
A minority of consumers in the UK say they have bought goods or services on their mobile device directly from an ad (42%), but this rises to 64% who would purchase something directly from an ad if the product is relevant to them.
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Research by McKinsey, the management consultancy, covering digital payments has found that consumer habits are evolving over time.
Article
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Moudi Almousa, Byoungho Jin, Heesoon Yang and Naeun Kim, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 668-682
Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia).
Case Study
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MRS Awards, Finalist, MRS Award for Insight Management, 2019
Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.
Case Study
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MRS Awards, Finalist, MRS Award for Insight Management, 2019
Matalan, a fashion and homeware retailer, cut across data to uncover strategic insight into the omnichannel customer journey in the UK, which enabled Matalan to invest strategically in the areas of the business that will have most positive commercial impact.
Case Study
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MRS Awards, Finalist, MRS Award for Applications of Research, 2019
Tesco, a supermarket brand, used insight to guide its strategy and execution of a new entry tier range, to fight back and reclaim its brand position among competitors in the UK.
News
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27 November 2019
Lines between online and offline shopping behaviours are blurring for urban shoppers in India, according to a new study conducted by Google and Ipsos.
News
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27 November 2019
Black Friday is no longer a one-off day, as it now spreads over a couple of weeks with the result that both consumers and retailers are re-evaluating their approach to the event.
Case Study
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Case Studies on WARC, 2019
Aldi, the budget supermarket, grew its penetration in the face of resurgent price cutting from its competitors in the UK.
Case Study
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Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.
Case Study
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George Shearring, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Potato chip brand Red Rock Deli used programmatic digital display to drive brand preference and consideration to purchase and drive awareness of new flavours in Australia.
Case Study
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Abhishek Gupta, Kitty Faustino, Michael Alegre, Carlos Corrales, Martha Gonzalez, WARC Media Awards, Entrant, Best Use of Data, 2019
Unilever-owned dandruff shampoo Clear ran a data-led mobile campaign to carve out market share in the Philippines.
Case Study
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WARC Media Awards, Shortlisted, Best Use of Data, 2019
Car manufacturer Ford used a data-driven marketing initiative to improve its consumer experience and smooth the path to purchase in Vietnam.
Case Study
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Barsegyan Lilita, Ksenia Zazulova, WARC Media Awards, Entrant, Effective Use of Tech, 2019
Male personal care brand Axe used AI in Russia to retarget its ads and communicate with the real deodorant shoppers.
Case Study
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Touché!, WARC Media Awards, Gold, Best Use of Data, 2019
Canadian online retailer Sport Chek used cart data to create a mass retargeting campaign, backed by traditional and digital media, to drive sales on Black Friday.
Case Study
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Tricia Cruz, Kitty Faustino, Abhishek Gupta, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Hair care brand TRESemmé used polygon mapping and rich-media programmatic to target fashion- and beauty-driven millennial women and launch its Detox and Nourish range in the Philippines.
Case Study
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Tahaab Rais, Mario Morby, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.
Case Study
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Mark Habergham, Rohit Mishra, Yiyao Zhang, Chanel Wee, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Portioned coffee brand Nespresso used an approach that majored on mobile and personalisation to drive brand consideration and increase sales in Singapore.
News
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14 November 2019
Filipinos spend more time online and on social media than any other country in the world but they also spend less money online than anywhere else: here’s why.
