Article
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Low Lai Chow, WARC Exclusive, April 2021
Brands have misconceptions about the value and effectiveness of news as a media platform for advertising, says ThinkNewsBrands’ Vanessa Lyons, who busted five myths about the perceived limitations of news.
Article
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Anna Hamill, WARC Exclusive, April 2021
In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.
Article
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Anna Hamill, WARC Exclusive, April 2021
Australia’s fast-food category is crowded, and cut-throat – KFC Australia’s campaign ‘Michelin Impossible’ drove outstanding results on a shoestring budget.
Article
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Brian Carruthers, Event Reports, MRS Impact conference, March 2021
After twelve months of pandemic and lockdowns, brands are taking stock of the past year and making decisions on where to go next.
Opinion
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Ruth Warder, March 2021
Over the last year we’ve moved into a new era of relationship between consumers and brands. In 2020 at points it seemed as if people cared more about what brands and companies were doing and saying than they did about what they were selling. Ignited by the pandemic, social injustice in the USA and an increased action on climate, people urgently wanted to know how companies were having a positive impact in the world. This has paved a new path for brands and businesses that requires careful and considered navigation.
Article
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Euromonitor , Research on WARC, March, 2021
As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.
Opinion
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Stephen Denny, March 2021
From financial data, to healthcare data, to smart devices such as Alexa and the wearable devices that people wear on their wrists, consumer data trails are everywhere. But are marketers taking their customer’s data privacy seriously? And would your customer trust your brand to safeguard their data?
Opinion
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Anna Hamill, February 2021
Raja Rajamannar, Chief Marketing Officer of Mastercard and author of the new book ‘Quantum Marketing’, speaks to WARC’s Anna Hamill about how technology can drive marketing forward, purpose and trust as key brand differentiators, and why risk management is a crucial marketing function.
Article
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WARC Best Practice, February 2021
Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.
News
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15 February 2021
Brands are being urged to re-consider the ‘A.
News
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11 February 2021
The disruption caused by COVID-19 has led people to seek new forms of value, such as easy e-commerce or paying a premium for hygiene, and marketers are having to rethink how they communicate value through messaging and optimal pricing.
Article
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WARC Best Practice, February 2021
A summary of new thinking and best practice on communicating value.
Article
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Dave Gryga and Brian Baecker, WARC Exclusive, February 2021
This article shares new research about how the COVID-19 pandemic is affecting consumers in the US.
Article
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WGSN, WARC Exclusive, February 2021
A snapshot of the five key consumer drivers that are forging innovations in product development and service solutions.
Article
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Anna Sampson, WARC Exclusive, February 2021
Looks at the importance of emotional connection between advertiser and consumer, and its impact on short- and long-term effectiveness.
Opinion
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Louise Turner, January 2021
Looking back at 2020 and into 2021 – change and disruption remains fundamental. Some elements of our marketing landscape are consistent, but many trends have accelerated, some dynamics are completely different and none of us can predict what is round the corner.
Opinion
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Sam Peña-Taylor, January 2021
The backlash against the popular messaging app’s privacy policy changes won’t destabilise either WhatsApp nor parent firm Facebook, but it points to the high cost of trust when you haven’t built it – Sam Peña-Taylor.
News
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14 January 2021
Business is now the most trusted institution globally, according to the 2021 Edelman Trust Barometer which shows it overtaking NGOs for the first time, while governments have squandered the trust people placed in them during the first months of the p
Opinion
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Shobha Sairam, December 2020
Finding the balance between the familiar and the unexpected is a sweet spot for brands, writes the community agency’s Shobha Sairam.
Research Paper
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Jeff Marshall, Becky Owens, Rogier Verhulst, ESOMAR Conference papers, Insights Festival, 2020
Social media network LinkedIn used narrative analytics to discover how it could avoid being tarred with the same distrusted brush as other tech and social media companies in the US.
News
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07 December 2020
Nearly 80% of Indian consumers trust the ads they are served, although levels of trust vary considerably across channels, a new industry report has revealed.
News
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01 December 2020
A new survey by customer life cycle management specialist Customology has found that 74% of Australians believe that brands lie in their marketing communications.
Article
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WARC Best Practice, December 2020
Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.
Article
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Brand Finance, WARC Exclusive, November, 2020
The term ‘brand’ is used differently by different people to encompass a relatively
broad range of assets.
