Marketing & brand management

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WARC Webinar Wednesday: Mark Evans on marketing effectiveness

Article • Mark Evans, WARC Webinars, November 2018

Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.

How can I justify the financial value of marketing investment to the board?

Article • WARC Evidence, November 2018

Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.

Hunches and the profit warning: challenges to adapting the media mix

Opinion • Sam Peña-Taylor, October 2018

Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.

Five tips from marketing growth leaders

Article • Stephen Whiteside, WARC Exclusive, September 2018

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Kingspan Group unlocks the power of B2B marketing analytics

Article • Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Creative agencies struggle to prove their value

News • 05 July 2018

CANNES: Despite continuous innovation in the media sector, creative shops have struggled to bring clients compelling strategic data that can ease conversations with the C-suite, according to one client-side marketer.

Proving the value of strategy

Article • Sam Peña-Taylor, Event Reports, Cannes Lions, June 2018

Proving the value of an investment is crucial to maintaining an ongoing supply of money – for CFOs and CEOs, the data is more easily available than ever but agencies are getting left behind as media partners help to answer many of the tougher questions.

Trust your intelligence: Solid data analysis helps the C-suite wrap its arms around social media

Article • David Ward, ANA Magazine, June 2018

Explains how the increase in spending on social media marketing has led to an extensive amount of data and intelligence about how consumers interact with their brands and messaging.

McKinsey: Rebates continue to cripple transparency

Article • Geoffrey Precourt, Event Reports, ANA 2018 Advertising Financial Management Conference, April 2018

McKinsey, the management consultancy, has found that rebates still play a key role in the media-agency ecosystem, despite considerable scrutiny being placed on this practice.

Organizing principles: To stem the tide of declining budgets, B2B marketers must shore up core competencies

Article • Matthew Schwartz, ANA Magazine, B-to-B Marketer, March 2018

As digital marketing starts to eclipse traditional channels, and the average CMO tenure declines, brand managers are becoming more discriminating about where they place their bets and are sharpening their efforts on core competencies.

Financial analysts recognise advertising industry pressures

News • 28 February 2018

LONDON: The City of London and the financial markets are facing some of the same pressures from technological innovation as advertising, with both pushed towards prioritising short-term metrics, but the need for long-term brand growth is ...

What investors look for in brands

Article • Sam Peña-Taylor, Event Reports, Newsworks’ Shift, February 2018

The nebulous entities of the City and Wall Street are often to blame for the short-termism that has afflicted marketing budgets in recent years, but analysts' outlook is changing.

Corporate Social Responsibility and Marketing Performance: The Moderating Role of Advertising Intensity

Research Paper • Mahabubur Rahman, M. Ángeles Rodríguez-Serrano, and Mary Lambkin, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 368-378

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

How HP's marketers increased their influence

News • 23 October 2017

ORLANDO, FL: Marketers who want to exert a greater influence in the C-suite must ensure they “speak as businesspeople” rather than using the language of “artisans”, according to Antonio Lucio, Global Chief Marketing & ...

How HP Inc.’s marketing team built its in-house influence

Article • Stephen Whiteside, Event Reports, ANA Masters of Marketing Conference, October 2017

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Aussie marketers need to do internal sell

News • 04 October 2017

SYDNEY: Four in ten senior marketers in Australia and New Zealand feel they aren’t getting enough support at board level, according to a survey which argues they need to do a better job internally of selling their role in engaging consumers.

Are you insured, Scarlett? 'I can't think about that right now … I'll think about that tomorrow': How MetLife imagined a new future for the insurance industry … and is delivering it today

Research Paper • Carlos Fonseca, Adam Riley and David Smith, ESOMAR, Congress, 2017

This paper explains a research-led, three-pillar transformation that took place within the business of MetLife, the global insurance provider, to create a more customer-centric organisation.

Unilever, PepsiCo move to report non-financial performance

News • 29 June 2017

GLOBAL: A collection of the world's largest companies, representing $20tn under management, are coming together to push for a different way of reporting company performance to investors to include "intangible assets" including brand value and ...

Boardroom strategy: Keeping the board on board

Article • Ruth Saunders, Market Leader, Quarter 3, 2017, pp. 42-45

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

How Verizon’s Chief Media Officer is driving change

Article • Geoffrey Precourt, Event Reports, ANA Media Conference, March 2017.

This event report outlines how Verizon, the telecoms group, is seeking to enhance its media strategy.

Marketing multiplied: The macroeconomic and microeconomic impact of marketing communications

Article • Alan Cox, Jim Power and Chris Johns, Research on WARC, April 2017

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Australia's ad industry grapples with transparency challenges

Article • Brooke Hemphill, WARC Exclusive, February 2017

The article explores how the Australian advertising industry is tackling ongoing challenges around transparency.

Status report: marketing effectiveness measurement

Article • Janet Hull and Bart Michels, Market Leader, Quarter 1, 2017, pp. 48-49

This article reports on the findings of Effectiveness Week 2016, an IPA event that brought together senior marketers and decision-makers from both agencies and clients, and examines the opportunities it provided.

Marketing is important, marketers often are not

Article • Patrick Barwise and Thomas Barta, Market Leader, Quarter 1, 2017, pp. 28-31

This article examines why marketers often are not seen as important in a company and how they can become company leaders through developing leadership skills.

CMOs struggle with growth demands

News • 08 December 2016

SAN JOSE, CA: There is an increasing expectation among the C suite that chief marketing officers (CMOs) will drive growth and create business value, but a new study suggests that CMOs themselves are uncertain as to how they can best deliver on ...

The future of strategy 2018

Article • WARC Exclusive, July 2018

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
What we know about masterbrand strategies

Article • WARC Best Practice, January 2018

This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
Toolkit 2018: The CX battleground

Article • WARC Trends, December 2017

Lying at the intersection of conventional marketing and tech, customer experience will be a priority for many brands in 2018.
The future of strategy 2017

Article • Joseph Clift, WARC Exclusive, July 2017

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
How to use brand positioning effectively

Article • Laurie Young, WARC Best Practice, February 2017

This Best Practice paper explains how to position a brand, arguing that effective positioning needs to be distinctive, appealing and relevant.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.