This month, Gillette achieved the highest uplift in Ad Awareness of any brand in the UK. For years, Gillette’s tag line has been ‘The Best a Man Can Get’, and focused on the traditional masculinity of their target customer.
Andy Gallagher and Babita Earle, ESOMAR, Congress, 2018
Zappi, a data research platform, partnered with consultancy service Kantar Millward Brown to help advertisers understand which creative elements in copy testing are leading indicators of in-market performance within the Facebook mobile newsfeed in the US.
SABRE Awards, Gold, LATAM, Mining/Extractive Industries, 2018
Pan American Energy (PAE), a private hydrocarbon-producing company in Argentina, celebrated its 20th Anniversary by launching a 360° campaign, which included the creation of a book to highlight the importance of hydrocarbon.
Huawei is the brand that has achieved the greatest uplift in its Ad Awareness in Egypt in September. The Chinese tech giant recently unveiled its new nova 3 series which went on sale in Egypt on the 8 th August.
LONDON: Three quarters of consumers who have been exposed to digital ads do not recall seeing them, according to a meta-study which casts doubt on the effectiveness of traditional ad measurement techniques.
Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.
Dominic Twose and Polly Wyn Jones, WARC Best Practice, January 2018
Defines what brand consideration is, what generates it and how this may move over time, alongside a look at a large scale exercise by Kantar Millward Brown exploring the relationship between survey measures and sales.
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