Article
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Moon Young Kang, International Journal of Market Research, Vol. 63, No. 4, 2020, pp. 483-498
When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar.
News
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13/07/2020
As well as introducing consumers to new digital media channels – from e-commerce to livestreaming – the COVID-19 lockdown may have a positive long-term impact on the number of people spending money on in- and out-of-home entertainment, research ...
Article
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VAB, Research on WARC, June 2020
Details the high volume of social media chatter about TV during the COVID-19 pandemic, analyzing Twitter trending topics during evenings from March 16 – April 26, 2020.
Case Study
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SABRE Awards, Gold, Africa, 2020
Universal Music, a music corporation, created a community of music influencers and platforms to promote its wide range of music genres and artists in its roster to increase market share in Nigeria.
Case Study
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Vanessa Bakewell, Nigel Kendall, WARC Awards, Entrant, Effective Innovation, 2020
Capitol Records UK the music label used an augmented reality pinball game as an innovative way to launch Liam Payne's new single Stack it Up in the UK.
News
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07/04/2020
China may have recently had its lockdown lifted, but the stay-at-home message may well have long-term effects – and one phenomenon that’s likely to continue is the huge success of taking clubbing into the living room via livestreaming.
Research Paper
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GWI, Research on WARC, April 2020
Details data collected by GlobalWebIndex between March 25-30th in the US and UK, dedicated to media, news consumption, and sport in the coronavirus outbreak.
Article
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Jungyop Ryu, Erik Paolo Capistrano, and Hao-Chieh Lin, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 234-252
This research employs a mix of theoretical and data-driven approaches to understand how Korean pop music (KPop) consumption, despite physical and social barriers, is currently at unprecedented levels.
Article
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Grashima Sahni, WARC Best Practice, March 2020
Carat’s Grashima Sahni outlines trends emerging with India’s music-loving youth and how brands can play a role in this evolving landscape.
Rankings
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WARC Creative 100, 2020
Joburg Ballet, a professional ballet company, increased ticket sales in South Africa by transforming consumer trends into new ballet performances.
Case Study
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SABRE Awards, IN2, North America, Best in Brand Animation, 2020
Verizon Media-owned content studio RYOT Studios created an animated music video, Earth, to generate global awareness about the imminent dangers of climate change and raise funds in support of environmental charities.
News
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27/01/2020
TikTok, the Chinese short-form video platform that is hugely popular among teenagers, has taken a significant step into the music industry after signing a licensing deal with Merlin, the biggest digital rights agency for indie record labels.
Research Paper
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MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
Looks at how an artistic and cultural venue moved beyond its current customer base and tapped into new audiences to understand and engage potential audiences in the UK.
Research Paper
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Christian Kurz, Anna Noel Taylor, Kerri Fortune, Ian Wright, Jo McIlvenna and Ben Allen, ESOMAR, Congress, 2019
Viacom, an American multinational mass media conglomerate, set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved.
News
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15/08/2019
WeSing, Tencent Music Entertainment Group’s free karaoke application, is pursuing expansion in Southeast Asian markets as growth in its home market of China slows.
Case Study
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MIXX Awards, Silver, Native Advertising, 2019
Akbank, a bank, created a location-based experience for jazz lovers to celebrate the 28th anniversary of its jazz festival in Turkey.
Research Paper
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Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
Article
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WARC Exclusive, WARC at Cannes Lions 2019
In this talk, hosted by WARC at Cannes Lions 2019, Kawal Shoor and Navin Talreja discuss how innovation helped them create an award-winning product and campaign that transcended modern trends.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
The Recording Academy, a music recording company, promoted the GRAMMYs in the US by launching a film that showed the roots of 7-time GRAMMY award winner Kendrick Lamar, with the message that greatness can come from anywhere.
Case Study
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SABRE Awards, EMEA, Institutional Image, Gold, 2019
The Royal Danish Theatre used former Dancing with the Stars judge Nikolaj Hübbe to spearhead a campaign raising public appreciation of its Royal Ballet company in Denmark.
Case Study
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Tahaab Rais, WARC Awards, Entrant, Effective Content Strategy, 2019
Independent band Mashrou' Leila used a social media-driven campaign to launch its new album in Lebanon and gain more international exposure.
Rankings
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Kawal Shoor, Rankings Articles, March 2019
India’s oldest music label Saregama ranks at number one on the Effective 100 rankings with its retro music box aimed at an older generation of music fans.
Rankings
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WARC Effective 100, 2019
Saregama, an Indian music company, reaped the rewards of targeting over-50s by launching a new radio product that rediscovered treasured hits and increased revenue from its back catalogue of music.
Rankings
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WARC Creative 100, 2019
Downtown Records, a record company for Irish band The Academic, promoted the group’s new single by taking advantage of the delay that occurs when users stream Facebook Live.
Rankings
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WARC Creative 100, 2019
In the US, an AI- and AR-powered campaign marked the return of the Grammys to New York, the awards event recognising the music industry’s best achievements.
