Article
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WARC Best Practice, October 2019
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
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WARC Best Practice, September 2019
This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.
Article
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WARC Best Practice, April 2019
Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.
Article
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WARC Best Practice, February 2019
Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.
News
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16 January 2020
A slowing Indian economy, along with rising inflation and unemployment, suggest that the year ahead will be hard for marketers, but rather than resorting to promotions and discounts, Bajaj Auto is investing in brand building for the long term.
News
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14 January 2020
Recent criticism of online ad effectiveness is just the latest instalment of a long-running debate over whether advertising does what it says, but a senior strategist says the the idea that online advertising is the new dotcom bubble is too ...
Opinion
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Anna Hamill, January 2020
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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Gareth Price, WARC Exclusive, January 2020
The effectiveness of online advertising is under increased scrutiny, but focusing on direct response metrics does a disservice to the many new ways online can help build a brand.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Rainy days are made fun by KFC China offering automatic discounts triggered by the weather and directing bookings towards its own app instead of third-party platforms.
Article
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Biprorshee Das, WARC Exclusive, January 2020
Marketers in India are under more pressure to make a difference in achieving business objectives – cohesive strategy takes precedence over short-term tactics.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
The little-known appliance maker Vatti capitalised on France's win in the 2018 FIFA World Cup, gambling on a marketing activation that paid off in absolute returns.
Article
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Shann Biglione, Admap, January 2020
As the industry becomes increasingly commoditized, healthcare brands need to return to a blend of short-term and long-term marketing and this article details how brands can strike that balance.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Oreo cookies gave itself the royal treatment in China in a brand crossover with the Palace Museum that won the heart of foodies and culture vultures during its own Tmall Super Brand Day.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Olay kicked off a social discussion on age-related taboos and judgment facing older women and urged females to instead pursue their dreams without prejudice.
Case Study
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Jenny Chan, Case Studies on WARC, ROI Festival, October 2019
Timberland built on the past success of its unusual China marketing campaign to promote its boots among young Chinese consumers, with videos that mostly avoided the faces of wearers in favour of shots of the products, and counter-intuitively stressed that the individuality of the boots increases with age.
Research Paper
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Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and I-Ting Tsai, Journal of Advertising Research, Digital First, December 2019, pp. 1-20
The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type.
Article
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Arnaud Debia and Jiongming Mu, Research on WARC, December 2019
With 20 senior executives and key clients, Ipsos explores how slowing down might actually help brands become faster and more effective.
Article
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Jenny Chan, Case Studies on WARC, October 2019
MAC (魅可) revised its brand appeal in the China market in an exemplary cross-industry collaboration example by simultaneously tying in with a Tencent-owned game and using celebrity pull to draw in young consumers.
News
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13 December 2019
Arcadia, owner of high street fashion brands like Topshop, is re-evaluating its marketing approach, after it found its focus on short-term performance ads was not as successful as it had thought.
Article
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Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness event, November 2019
Research covering thousands of entries to the Effie Awards provides invaluable guidance for marketers that are seeking to achieve higher levels of effectiveness.
News
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11 December 2019
Christmas advertising in the UK sets the bar for what more brands should be doing year-round, according to Kantar: eight out of ten Christmas ads use a story, as opposed to just four in ten that use stories in the rest of the year.
News
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10 December 2019
The year’s most effective content strategies build audiences for the long term, feature tangible elements, and tap younger audiences’ desire for self-expression – here’s what you need to know.
Article
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Imaad Ahmed, WARC Webinars, December 2019
Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.
Article
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WARC Exclusive, December 2019
Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2019 WARC Awards.
Article
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Daren Poole, Admap, December 2019
Christmas is the height of the advertising year in many Western markets.
