Advertising best practice, evidence and insights

Article • WARC Best Practice, January 2020

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

What 'The Next Web' means for marketers

News • 18 February 2020

Moving towards “The Next Web”, where cookies play a much less important role, will require a major shift in how advertisers engage with consumers online.

IAB Chair: The cookie is dead. Long live “The Next Web”

Article • Geoffrey Precourt, Event Reports, IAB Annual Leadership Meeting, February 2020

The Interactive Advertising Bureau (IAB), the industry body, anticipates a significant change in the digital-marketing economy with moves towards “The Next Web”.

A blueprint for ‘user-centric’ new video streaming ad formats

News • 23 January 2020

Brands and media companies have an opportunity to “re-architect” the advertising experience on streaming video services with the introduction of new, “user-centric” ad formats.

Fjord Trends 2020: What you need to know

Article • Sam Peña-Taylor, WARC Exclusive, January 2020

Provides both a topline and a more detailed breakdown of the Accenture-owned design agency’s trend predictions for the year ahead.

L’Oréal’s personalization formula aims for enhanced consumer utility

Article • Stephen Whiteside, Event Reports, CES 2020

L’Oréal, the beauty giant, is tapping the power of personalization to build deeper relationships with consumers through a blend of digital and physical solutions.

Carnival creates an “experiential Internet of Things” to deliver personalized travel experiences

Article • Stephen Whiteside, Event Reports, CES, January 2020

Princess Cruises, a unit of Carnival Corporation, has built an “experiential Internet of Things” that allows it to understand and serve consumers in almost real time.

Why healthcare brands can fall into a digital short-termist trap, and what they can do about it

Article • 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.

Healthcare trendspotting: Current digital initiatives that portend our healthcare future

Opinion • Juliana M. Chan Ph.D. and Dan Paris, January 2020

Juliana Chan and Dan Paris take a look at the healthcare sector’s digital future, and the technologies that will help us access it.

Brands need to bridge expanding gaps in customer experience

Article • Chris Warren, ANA Magazine, ANA Magazine, December 2019

Reveals the findings of a study conducted by CustomerBliss and Oracle that examines the current state of customer experience.

Build better personalisation strategies

News • 23 December 2019

Consumers around the world anticipate some form of personalisation when it comes to brand interactions, but expectations differ widely by geography, category and by type of personalisation.

Getting to peak personalisation: How travel brands are making the climb to compelling data-driven marketing

Article • Research on WARC, December 2019

Looks at how travel brands are using data-driven marketing to achieve peak personalisation.

‘Keep kissing, we can win!’ MAC Cosmetics game-themed lipsticks turn consumers into would-be Chinese heroines

Article • 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.

How brands can resolve the personalisation conundrum

Article • Benoit Cacheux, WARC Exclusive, December 2019

Outlines research into consumer expectations around personalised advertising, shopping experiences and customer services.

Marketers drop personalisation

News • 04 December 2019

By 2025, 80% of marketers who have invested in personalisation will abandon their efforts due to lack of ROI, the perils of customer data management or both, according to Gartner.

BP: BPme Rewards – Little treats more often

Case Study • Data and Marketing Association, Bronze, 2019

BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.

The Times: James - Your digital butler

Case Study • Data and Marketing Association, Gold, 2019

The Times, a newspaper brand, increased engagement with its digital readers in the UK by launching an AI-driven butler called James to deliver tailored content.

Ralph Lauren: CRM Dreams

Case Study • Data and Marketing Association, Silver, 2019

Ralph Lauren, a clothing brand, created a CRM email programme that reflected the lifestyle consumers dreamt of to encourage better relationships with its customers in the UK.

Shell Go+

Case Study • Data and Marketing Association, Bronze, 2019

Shell UK, an oil industry company, improved customer experience by creating a reward scheme that tracks customer visits and gives them rewards based on their past purchases.

Local radio strategy works wonders for brand lift

Article • Tammy Greenberg, ANA Magazine, Forward, December 2019

Understanding local cultural nuances, tapping into current events, and helping to shape local trends makes a difference in establishing long-term relationships with consumers, and no medium is better for this than radio.

VOXI Drop

Case Study • Data and Marketing Association, Silver, 2019

VOXI, a mobile offering for people aged 25 and under, reached its Gen Z audience in the UK by developing its own range of limited releases.

Crystal Cruises: Where luxury is personal

Case Study • Data and Marketing Association, Gold, 2019

Crystal Cruises, a cruise line, featured stories of real people talking about how luxury felt to them to help increase online bookings across the UK.

Twitter: Magpie – A 100% AI-driven multi-channel marketing campaign

Case Study • Data and Marketing Association, Gold, 2019

Twitter, a social media platform, increased conversions in the UK by creating Magpie, a custom campaign management tool that helped marketers serve targeted ads.

Turning brand purpose into activism: P&G’s Chief Brand Officer, Marc Pritchard

Opinion • Geoffrey Precourt, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Mishcon de Reya & Smartology: SmartMatch

Case Study • Gary Neal, Rachel Capp, Megan Bogatzki, WARC Media Awards, Entrant. Effective Use of Tech, 2019

London law firm Mishcon de Reya (MdR) used a unique high-tech solution to build and promote its growing international reputation to an audience of globally linked senior business decision makers on FT.com.

Personalisation