Article
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WARC Best Practice, January 2020
This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.
Article
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WARC Best Practice, December 2019
The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
News
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17 December 2019
Following the growth of re-sale specific sites and brands’ interest in driving more value from products, new research from Deloitte indicates that over a quarter of all consumers plan to give a resale item this season, with younger consumers ...
News
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11 December 2019
Christmas advertising in the UK sets the bar for what more brands should be doing year-round, according to Kantar: eight out of ten Christmas ads use a story, as opposed to just four in ten that use stories in the rest of the year.
News
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11 December 2019
This year’s Singles Day from Alibaba-owned Tmall featured a game that increased the platform’s stickiness ahead of its biggest annual shopping day, indicating a powerful tool for the Chinese e-commerce giant to fight the rising costs of new user ...
News
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09 December 2019
A minority of consumers in the UK say they have bought goods or services on their mobile device directly from an ad (42%), but this rises to 64% who would purchase something directly from an ad if the product is relevant to them.
News
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06 December 2019
Annual Pride celebrations around the world are getting bigger, thanks in part to support from brands, but, says an ex-director of communications for Pride in London, if they’re doing no more than adopting the LGBT+ community’s rainbow logo, they’re ...
News
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05 December 2019
Chinese New Year has changed greatly over the 20 years since the government first introduced a holiday period and it continues to evolve in ways that brands need to consider if they are to take advantage of what is now the country’s biggest annual ...
Research Paper
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Jennifer Lee Burton, Kristen M. Mueller, Jan Gollins, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 391-401
Every year, executives debate whether to release their Super Bowl advertisements early on social media or whether this early release will hurt the surprise and impact of being seen for the first time during the most viewed televised sporting event in the United States.
Research Paper
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Brad Fay, Ed Keller, and Rick Larkin, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 433-439
Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl.
News
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04 December 2019
The best deals have gone and the big-ticket items have been snapped up, but brands from “non-destination categories” – think toilet paper, protein bars or toothpaste – can still capitalise on retail holidays, according to an industry expert.
Opinion
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Anna Hamill, December 2019
The eight articles in December’s issue of Admap examine a new era of occasion marketing against a back drop of social, cultural and technological change.
Article
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Mark Bowling, Admap, December 2019
Singles Day is the world’s single-largest e-commerce shopping event.
Article
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Lin Liu, Admap, December 2019
China is rapidly evolving, and that means brands must rethink well-worn strategies for the country’s biggest holiday, Chinese New Year.
Article
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Anish Daryani, Admap, December 2019
Ramadhan is one of the most important rituals in the Islamic calendar, and consumer behaviour changes to accommodate religious rituals such as iftaar, prayer and fasting.
Article
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Asad Dhunna, Admap, December 2019
Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.
Article
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Samantha Deevy, Admap, December 2019
The annual Super Bowl game is one of the biggest moments in the US advertising calendar, but how can brands make an impact without investing in the banner TV spot?
Article
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Tahaab Rais, Admap, December 2019
The Hajj pilgrimage to Mecca in Saudi Arabia is considered a pivotal moment in a Muslim’s life.
Article
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Chris Perry, Admap, December 2019
Retail holidays such as Black Friday, Cyber Monday and Amazon Prime Day are major opportunities for brands to make an impact.
Article
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Admap, December, 2019
A summary of smart approaches to occasion marketing from Admap.
Article
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Daren Poole, Admap, December 2019
Christmas is the height of the advertising year in many Western markets.
News
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28 November 2019
The Year of the Pig has seen many luxury Western brands operating in China suffer a backlash after offending Chinese sensitivities on various matters, but there are ways they can avoid this in the coming year, an industry expert suggests.
Article
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Eva Qin, WARC Exclusive, November 2019
With Alibaba's Tmall recently launching its 2.0 flagship store upgrade plan and moving towards a CRM system that increases the stickiness of its members, gaming on Tmall won’t die anytime soon.
News
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27 November 2019
Advertisers seeking to tap into the 2020 Super Bowl are having to look at pre- and post-game slots after Fox Sports reported it had sold all 77 in-game slots – the first time in five years a network has sold all such inventory well ahead of game ...
News
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27 November 2019
Black Friday is no longer a one-off day, as it now spreads over a couple of weeks with the result that both consumers and retailers are re-evaluating their approach to the event.
