Article
•
WARC Best Practice, February 2020
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.
Article
•
WARC Best Practice, October 2019
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
•
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
•
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
•
Brian Carruthers, Event Reports, Thinkbox, March 2020
Over the past ten years, Yorkshire Tea has grown from a regional brand to become the number one tea brand in the UK.
Article
•
Geoffrey Precourt, Event Reports, April 2020
Ebiquity, the marketing and media consultancy, has found considerable evidence that maintaining or increasing adspend in a down economy has significant payoffs.
Article
•
WARC Best Practice, April 2020
Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.
Article
•
Marcello Formisano, Koen Pauwels and Lia Zarantonello, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 127-138
What does it take to grow a brand? How to avoid its decline? Some popular answers to these questions can be found in the research by Byron Sharp and others from the Ehrenberg-Bass (EB) Institute on "how brands grow." In this article, we propose that such an approach, despite its strengths, lends itself to some limitations when taken too literally.
Article
•
WARC Evidence, March 2020
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.
Opinion
•
WARC from Home, March 2020
WARC from Home is a new series to help subscribers to brush up on the essentials of marketing during the COVID-19 lockdown.
Article
•
Geoffrey Precourt, Event Reports, ARF Coronavirus Virtual Town Hall, March 2020
The spread of Coronavirus is placing unique demands on marketers, and will demand a nuanced combination of short-term and long-term thinking.
Article
•
Josie Tutty, Event Reports, Future TV Advertising Forum, February 2020
Using an analysis of the Australian Effies database, consultant Robert Brittain revealed that single long term, complex campaigns are more effective than multiple shorter campaigns.
Article
•
Allan Breiland and Natalie Stanbury, WARC Exclusive, March 2020
Offers an overview of a recent study by IAB Australia and Kantar into the effect of digital media on brand building.
Opinion
•
Lucy Aitken, March 2020
Lucy Aitken spotted three themes among the case studies featured in this year’s Effective 100 rankings.
Case Study
•
Case Studies on WARC, 2018
Discount supermarket Lidl grew sales of its fresh fruits and vegetables by championing its lettuce and turning it into a pop-culture icon in Portugal.
Rankings
•
Rankings Articles, March 2020
The WARC Effective 100 is an annual ranking of the world’s most awarded campaigns and companies for effectiveness.
Case Study
•
Case Studies on WARC, 2018
Peruvian bank BCP achieved brand and business results by celebrating the strength and perseverance of Peruvian soccer fans.
Case Study
•
Case Studies on WARC, 2018
The Czech Insurance Association raised awareness of the dangers of using phones while driving by placing the emphasis on the people that survive car crash victims.
Case Study
•
Case Studies on WARC, 2018
Millie’s Library, an e-book subscription service, increased registrations and grew awareness by appealing to avid Korean readers.
Article
•
Pam Danziger, WARC Best Practice, March 2020
Many of the most famous luxury fashion brands, from Louis Vuitton to Chanel, have been embracing partnerships with streetwear brands, which adhere to a California skate culture/New York early punk aesthetic, meaning they have put their money on short-term marketing ploys over what made them special in the first place: branding.
Case Study
•
Case Studies on WARC, 2018
Coffee brand Nescafé reversed a sales decline and improved its perception as a socially committed brand in Mexico through a campaign that got people closer to its CSR program.
Rankings
•
Rankings Articles, March 2020
The WARC Media 100 is an annual ranking of the world’s most awarded campaigns and companies for media.
Article
•
WARC Evidence, March 2020
Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.
Case Study
•
Case Studies on WARC, 2018
Sports betting operator Supermatch increased in popularity with a campaign that celebrated Uruguayans’ passion for football.
Article
•
Josie Tutty, Event Reports, Mumbrella MSIX, February 2020
DDB managing director, strategy and innovation Leif Stromnes and chief creative officer Ben Welsh explain how an over-reliance on rationality is endangering creativity in marketing.
