Advertising best practice, evidence and insights

Article • WARC Best Practice, May 2019

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

Why an audio logo is essential for your brand

Article • Brooke Hemphill, Event Reports, Mumbrella Audioland, May 2019

Best practice advice for brands looking to create an audio logo to ensure relevance with consumers in non-visual contexts.

Going full funnel with digital audio

Article • Brian Carruthers, Event Reports, IAB Sound Investment Seminar, May 2019

Half of UK agencies and advertisers remain to be convinced that digital audio can prove its effectiveness – DAX is on a mission to educate them.

Heineken France refreshes its consumer insight

News • 17 June 2019

Heineken France has developed a way to address the particular issue that plagues all FMCG brands – the lack of a direct relationship or connection with their customers.

Netsafe New Zealand: Re:Scam – The World's Most Unhelpful Chatbot

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Netsafe, a non-profit organisation that focuses on online safety, tackled global cyber crime using a computer-generated bot that "re-scammed" the scammers.

Heineken France connects direct to consumers

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In France, Heineken created a Facebook Messenger chatbot to bring in consumer data by rewarding with redeemable points those people that shared their bar tab or drinks photos.

Shelter Scotland: Campaign Identity and Chatbot

Case Study • Design Business Association, Bronze, 2019

Shelter Scotland, a homeless charity, launched a chatbot to help inform people in Scotland of changes to housing legislation.

Voice drives new search thinking

News • 07 June 2019

With today’s search landscape in flux, brands need to tailor their marketing approach to reflect the nuances of individual platforms, with voice the main driver of change, an agency executive suggests.

Digital Media In 2019: Six lessons for marketers

Article • Low Lai Chow, Event Reports, Digital in 2019 Social Breakfast Singapore, April 2019

With multiple changes afoot in digital, data privacy is just one in a number of areas with serious implications for the industry.

Why marketers need to track voice in China

News • 05 June 2019

There are many reasons why voice-enabled technologies are taking off in China and brands should see developments in this sphere as transformative in the same way that mobile technologies have been for the past two decades.

Sonic branding: Finding your brand’s voice in the age of audio

Article • Michele Arnese, Admap, June 2019

Details how a coherent audio strategy which complements a brand’s visual, social and cultural equity, has become vital for establishing or maintaining its competitive advantage.

Programmatic audio: Past, present and future

Opinion • Alex Brownsell, May 2019

Video may have killed the radio star, but audio is fighting back. The medium is undergoing a technology-inspired renaissance, and is slowly becoming an ever-present texture in daily life.

Audio: Prospering in the ever-present medium – Admap summary deck

Article • Admap, June 2019

A summary of new thinking and best practice on audio from Admap.

Beyond the search bar: When brands should tune into voice in tomorrow’s shifting search landscape

Article • Sophie Harding, Admap, June 2019

Today’s search landscape is a melting pot of disruption and change and it is important that brands learn how to navigate this complex search landscape, tailoring their marketing approach accordingly.

How China is finding its voice

Article • Tim Doherty, Admap, June 2019

Looks at the prevalence and promulgation of voice-enabled technologies in China, as it enters a new period of technological change.

Amazon develops device to read human emotions

News • 27 May 2019

Science fiction has taken a step closer to reality with the news that Amazon is developing a voice-activated, wearable device that can recognise human emotions.

Mining emotions via voice and smell with Johnson & Johnson and Initial

Article • Brian Carruthers, Event Reports, MRS Impact, March 2019

Two examples of how brands are using an innovative approach to understand consumer emotions.

How The New York Times is tapping voice technology

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

The New York Times, the news provider, has begun experimenting with voice technology as a means of driving new forms of consumer engagement.

BBC Good Food sees opportunity in voice

News • 02 May 2019

BBC Good Food, the Immediate Media publishing brand, has moved from seeing voice as a risk to be mitigated to an opportunity to be exploited.

Voice search is not a short-term trend

News • 29 April 2019

Voice search may be in its infancy, as reflected by the low priority marketers currently give the technology, yet new research suggests it has the potential to be far more powerful than traditional search.

BBC Good Food’s ‘quick and dirty’ approach to voice technology delivered results

Article • Alex Brownsell, Event Reports, Digital Innovators’ Summit, March 2019

BBC Good Food, the Immediate Media publishing brand, partnered with Amazon to launch an Alexa skill enabling users to access its archive of 12,000 recipes.

What we know about Artificial Intelligence

Article • WARC Best Practice, April 2019

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

Tech Tracker Q1 2019

Article • Research on WARC, Ipsos Connect, Q1 2019

Trends in internet usage, tech ownership and the connected home in Great Britain in Q1 of 2019.

Google Cloud: Ask the Cloud

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Chris Oliver, WARC Awards, Shortlisted, Effective Innovation, 2019

Search engine Google used direct marketing to target chief technology officers in the US to achieve growth in the B2B cloud computing market.

Alepa: Block Wish

Case Study • Juha Halmesvaara, WARC Awards, Silver, Effective Innovation, 2019

Alepa, the Finnish grocery store chain, ran a digital campaign that successfully improved brand perceptions and generated audience engagement.

Voice, chatbots