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Revisioning your B2B campaign for China: Strategies, tactics and tools

Article • Mike Golden, WARC Exclusive, April 2021

Mike Golden, President, Brandigo (China), looks at how marketers in other markets can position B2B campaigns for success in China.

Social commerce: Taking offline’s friendly shopping experience online

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Ogilvy’s Andreanna Leclerc discusses what social commerce entails and how brands can leverage it effectively with the three states of social commerce, five important dimensions and four behavioural design principles.

TikTok content creators: The new kings and queens of social

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Content creators on TikTok are disrupting the world of marketing and media, and attracting the attention of Gen Z and millennials.

Online video and social advertising to accelerate this year

Data • Rob Clapp, WARC Data Points, April 2021

An overview of global media investment in 2020 and 2021.

Retailers planning to spend more on Facebook and Twitter advertising in 2021

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of social media planning for 2021 in the retail sector.

Trend Snapshot: Clubhouse and the emergence of social audio

Article • Alex Brownsell, WARC Trends, March 2021

Looks at how app Clubhouse has become the poster-boy for social audio after launching in March 2020 and following the arrival of celebrity participants like Elon Musk and Mark Zuckerberg.

Why the death of third-party cookies should lead social media marketers to reprioritise creative

Opinion • Brittany Wickerson, March 2021

Through a combination of people-led planning, retooling measurement and creative innovation it's possible to be as effective – or more so – than before, writes Brittany Wickerson.

How Warner Bros built digital relevance for Bugs Bunny and Looney Tunes

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Warner Bros., the entertainment company, built digital relevance for its iconic Looney Tunes animation property through a test-and-learn approach to engaging consumers.

Shoppable media as an omnichannel strategy

Article • WARC Webinars, March 2021

Isobar Commerce's Patrick Deloy and Nathan Petralia share insights from their contribution to the WARC Guide to Shoppable Media on the pros and cons of investing in paid shoppable media advertising.

Clubhouse is a new place for brands to play, but it may not be the future of social audio

Article • Arianna Konstantin, Allie Wassum and Azul de Mendieta , WARC Exclusive, March, 2021

This article looks at what makes Clubhouse a disruptor, and brand use cases for it, as social audio becomes an increasingly popular outgrowth of social media.

ECI Media Management Inflation Report Q1 2021

Data • ECI, WARC Data, March 2021

A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.

Fake it until you make it: Managing the transition before full social media shoppability

Article • Yulia Livne, WARC Exclusive, March 2021

Advises brands how to make customer journeys more shoppable.

How do shoppable formats fit into the media plan?

Article • Jin Kim, WARC Exclusive, March 2021

Details what advertisers need to know about shoppable media.

Shoppable media as an omnichannel strategy

Article • Patrick Deloy and Nathan Petralia, WARC Exclusive, March 2021

Outlines the pros and cons of investing in paid shoppable media advertising.

Future gazing: Social commerce is the new e-commerce

Article • Maria Bain, WARC Exclusive, March 2021

Three key considerations for brands looking to sell products and services on social media platforms.

Influencer marketing’s impact on shoppable media

Article • Kaho Yamada, WARC Exclusive, March 2021

Explains how brands can use influencer marketing as a sales channel.

쇼핑 가능 미디어(Shoppable media)에 대한 WARC 가이드

Article • WARC Best Practice, March 2021

쇼핑 가능 미디어에 대한 새로운 사고 및 모범 사례 요약.

Mars’ Miseon Stella Park: The pandemic has reframed impulse buying

Opinion • Gabey Goh, February 2021

For most brands and marketers across the world, 2020 was nothing if not tumultuous. But Miseon Stella Park, senior brand manager, mints, Asia – Mars still sees South Korea’s economy faring better than others. In a chat with WARC’s Gabey Goh for the Marketer’s Toolkit 2021, Park talks about how important e-commerce and creative marketing are in keeping her products at the top of the consumer’s mind in the new normal.

What Facebook’s Ian Edwards and Harry Davison get right about attention

Opinion • Mike Follett, February 2021

Mike Follett, Managing Director, Lumen, responds to Facebook’s Ian Edwards and Harry Davison and argues that the smartest media planners are talking about ‘attention strategies’, utilising different ’shapes of attention’ provided by different media to achieve different aims.

TikTok ramps up push into e-commerce, goes head-to-head with Facebook

News • 09 February 2021

TikTok is poised to challenge Facebook in the US as the short-video-sharing app launches a big push into e-commerce this year.

How to be funny: A practical guide for brands from the most human agency

Article • BMB, Research on WARC, February, 2021

Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?

Four ways that marketers can engage baby boomers using digital

News • 08 February 2021

Marketers hoping to engage baby boomers online should tap the power of search, social and user reviews, while also rethinking outmoded stereotypes, a study by Hootsuite, the social-media management platform, has argued.

Social media user overlaps mapped

News • 29 January 2021

It’s no surprise that most social media users frequent more than one app, but the latest We Are Social/Hootsuite research tracks the overlap between apps.

Everything you need to know about shoppable video

Article • Rayhan Perera, WARC Exclusive, January, 2021

An introductory guide to shoppable video media opportunities for brands.

Amazon’s ad business is expected to gain most digital share

News • 15 January 2021

A recent survey of 52 senior US ad buyers, conducted by investment bank Cowen in December, has revealed that Amazon’s share of their digital adspend is forecast to rise from 7% in 2020 to 11% in 2022.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about social media effectiveness

Article • WARC Best Practice, June 2020

Explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.