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News sells: Five myths about ads and news debunked

Article • 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.

From brand lift to memory recall: How news media boosts ad impact

Article • Low Lai Chow, Event Reports, CMO Australia webinar: Reframing Perceptions of Old School Advertising in the New Consumer Normal

A study commissioned by Australian media alliance ThinkNewsBrands examines the impact of news platforms on consumers’ path to purchase by focusing on memory effects, brand attitudes and purchase propensity.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

The Times of India: Out & Proud - India Comes Out of The Closet

Rankings • WARC Effective 100, 2021

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ+ relationships with a special Out and Proud newspaper section in India.

Folha de SP: The most valuable news

Rankings • WARC Creative 100, 2021

Folha de SP, a São Paulo newspaper, confronted fake news by showing the value of its journalism.

Brand in action: How The Times of India leads with social activism at its core

Opinion • WARC, February 2021

Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha

The Guardian Weekly: Berlin Takeover

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, boosted sales in Berlin, Germany, by 84%.

The Guardian: Hope is power

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, launched its campaign Hope is Power with the target of reaching two million paying supporters by 2022.

How storytelling during the pandemic is paying off for tourism brands

Opinion • Johnny Ng, December 2020

SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.

SCMP’s 10-question checklist to starting an e-subscription service

Article • Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020

SCMP outlines the key questions publishers need to ask themselves before jumping into a subscription-based business model.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

Google reaches copyright agreement with French news groups

News • 23 November 2020

Google, the US internet giant, announced last week that it has reached agreement with six French newspapers and magazines over copyright payments and that talks with other media groups are continuing with the aim of reaching a “framework agreement” b

Six lessons from APAC publishers on driving reader revenue

Article • Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020

At the Digital Media Asia conference, publishers in APAC share lessons learnt in the ongoing mission to engage and convert readers.

New York Times grows subscription base to 7 million

News • 09 November 2020

Almost ten years after The New York Times took the risk of introducing a metered paywall for its content, it seems the gamble has paid off after the prestigious US daily reported last week that revenues from digital subscriptions surpassed those from

How the FT sees the future of live events

News • 27 October 2020

FT Live, the events division of the Financial Times, is going all-in on digital events in 2021 and, in the near future at least, doesn’t expect to see the return of big international conventions.

The Wall Street Journal and Dow Jones' strategy for a cookieless future

Article • Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020

Dow Jones’ financial information products are pursuing a subscription strategy in tandem with building reach using partnerships with platforms.

How FT Live is changing its business model

Article • Brian Carruthers, Event Reports, Advertising Week 2020, October 2020

This article considers how the Financial Times’ (FT) events business has pivoted to digital during the pandemic.

Rethinking brand safety in a crisis

News • 05 October 2020

Brands blocking publisher content related to current events such as the coronavirus or Black Lives Matter are inadvertently harming themselves, says a Verizon Media director, who argues that brands need to rethink their approach to brand safety when

Verizon Media looks to a world beyond keyword blocking

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article examines Verizon Media’s pan-European research into the value of news and journalism.

Swedish newspaper heads for best results in 20 years

News • 30 September 2020

As so many newspapers around the world struggle to survive during the coronavirus pandemic – and with many not succeeding – one leading Swedish title finds it’s heading for a record year.

It’s high time for media’s autumnal refresh

Opinion • James Shoreland, September 2020

Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.

Nikkei: "Are You Starting to See It?"

Case Study • Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Bronze, 2020

Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.

Times of India: Out & Proud – India Comes Out of The Closet

Case Study • Saad Khan, Trinolda Colaco, Jason Samuel, WARC Prize for Asian Strategy, Gold, 2020

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Prize for Asian Strategy, Entrant, 2020

Indian daily English-language newspaper The Telegraph used a multichannel approach, including TV, radio and outdoor based around the Durga Puja festival to draw attention to the issue of gender inequality in India.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006, pp. 0-0

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.
Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC Webinars, April 2020

Discusses how companies are outperforming their peers by applying behavioural economics to their marketing strategy.