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.

Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.

Luxury car brands in India go digital in bid to save sales

News • 04 May 2020

Car sales in India have collapsed with even Maruti Suzuki India, the country’s largest manufacturer, reporting that it did not sell a single unit in the domestic market in April, yet some luxury brands are finding innovative ways to fight back.

Building brand loyalty with Indonesia Gen Z’s desire for continuous gratification

Article • Bening Rara, WARC Exclusive, April 2020

Ogilvy’s Bening Rara highlights the role of continuous gratification in establishing a connection with Indonesia’s promotion-savvy youth.

Amazon Prime Reading: Everyone is an Amazing Book

Case Study • Suzzane Zhang, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Prime Reading, a part of Amazon Prime's subscription-based service, wanted to revive the Chinese people's love of reading and drive purchases from its Prime Reading website.

German Rail: No Need to Fly – Around the World in Germany

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

ŠKODA: Hesitation

Case Study • Pauline Dunas, WARC Awards, Shortlisted, Effective Social Strategy, 2020

Automotive brand SKODA created a campaign tailored around the specific insights of the local market to challenge erroneous brand perceptions in France.

Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC COVID-19 Series, April 2020

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

DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low-Carb Beer in New Zealand.

Northern Territory: Top End Wedding

Case Study • Tony Quarmby, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Destination marketing body Tourism Northern Territory created a feature film to challenge outdated perceptions of the area as a holiday destination and increase tourist numbers from Australia and the rest of the world.

Nike Running: Next%

Case Study • Lauren Cadman, Matthew Nolan, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and make its 'Dare to Be Faster' message powerful enough to have a halo effect across mass audiences.

Front line consumers want meaningful support from brands

News • 20 April 2020

In these uncertain times, consumers want brands to deliver experiences that meet their new needs with empathy, and new research has found this sentiment to be felt even more acutely among those most impacted by the coronavirus pandemic.

Fair & Lovely: Democratising Education for Women in Indonesia

Case Study • Ayida M. Sulfa, Bernadette Adinadia, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.

RAKBANK: Memotraits

Case Study • Mohit Lodha, Kevin Pinto, WARC Awards, Shortlisted, Effective Innovation, 2020

RAKBANK, a leading UAE bank, raised awareness of its sponsorship of FC Barcelona and related credit card product by emotionally connecting with football fans through AI.

TD Ameritrade: The first interactive financial goal planning session in a chatbot ad

Case Study • Beth Palmer, WARC Awards, Shortlisted, Effective Innovation, 2020

US-based investment brokerage TD Ameritrade cooperated with IBM Watson to create a display ad capable of providing financial guidance through a chat interface, driving strong conversion rates.

What we know about post-cookie audience tracking

Article • WARC Best Practice, April 2020

Examines the decline of the third-party cookie, its impact on the tracking of online audiences, and potential alternatives and solutions being explored by advertisers and media owners.

China: Towards a segment of one

Article • Xavier Mussard, WARC Exclusive, March 2020

Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.

The WARC Guide to Making Segmentation Work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.

Why segmentations do not always work – and how to fix it

Article • Gill Edwards, WARC Exclusive, March 2020

Gill Edwards, Head of Segmentation & Activation, Kantar Analytics Practice, outlines three reasons why segmentations do not always deliver.

MINI On-Demand: Tweet to Test Drive

Case Study • Case Studies on WARC, 2018

BMW-owned automotive brand MINI drove dealership visits and leads for its Countryman model in the US through a unique approach to the test-drive experience.

General Motors’ CMO calls for the “return of the human beings” to marketing

Article • Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020

General Motors, the automaker, is aiming to blend digital data with a human-focused strategy in reaching consumers.

'Feel The Colour': MAC Cosmetics reinvents its physical retail experience in China

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

MAC's Shanghai new concept store was an innovative retail method that combined social engagement, product discovery, experience customisation, and WeChat integration.

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.

Personalisation