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Three steps to study: How brands can think about non-fungible tokens

Opinion • Samantha Yap, April 2021

PR agency YAP Global’s Samantha Yap looks at the hype around non-fungible tokens (NFTs), and spells out the three steps that brands should consider when framing their angle on this cryptographic token: explain what an NFT is, forward the justification for it, and understand its prospective value in the future.

This article wasn’t written by a machine: Will artificial intelligence guide future interactions with brands?

Opinion • Antony Ede, March 2021

Advances in artificial intelligence present opportunities for new business models to meet the challenges of information retrieval, thereby substantially reducing the cost of interactions with customers.

Are you listening? Synthetic voice and the future of audio advertising

Article • Silke Zetzsche, WARC Exclusive, March 2021

How brands can use synthetic voice in dynamic creative advertising.

Nifty marketing with NFTs: Non-fungible tokens offer exciting possibilities for marketers

Opinion • Oliver Eriksson, March 2021

The proof of authenticity and provenance offered by non-fungible tokens or NFTs opens up numerous possibilities for brands to use as a way to encourage loyalty, long-term fan engagement and advocacy.

Closing the data empathy gap: Balancing human and machine

Article • Lauren Cadman, WARC Exclusive, March, 2021

Marketers need to balance data and technology with the softer human skills of insight, creativity and experience to close the ‘empathy gap’.

If digital transformation is the question, knowledge graphs are the answer

Article • Jon Buss, WARC Exclusive, March 2021

Offers advice for brands on how to organise information on the web.

Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?

Research Paper • Linwan Wu and Taylor Jing Wen, Journal of Advertising Research, Digital First, March 2021

In recent years, artificial intelligence (AI) technology has been used to create advertising messages.

Five CX trends in Asia: Pandemic-proofing through customer engagement

Article • Low Lai Chow, Event Reports, CX Trends, February 2021

COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.

Future gazing: Social commerce is the new e-commerce

Article • Maria Bain, WARC Exclusive, March 2021

Three key considerations for brands looking to sell products and services on social media platforms.

TBWA’s Gon Woo Yang: Future marketing trends emerging in South Korea

Opinion • Gon Woo Yang, February 2021

With subscription marketing, live commerce and tech marketing emerging as the dominant forces shaping the future, marketers should transform their business methods and product design to face a new wave of disruption writes Gon Woo Yang, executive account director, head of Planning2 Division, TBWA\.

Conversational AI improves efficiency but not CX in Asia

News • 12 February 2021

Conversational AI-based solutions helped APAC businesses be more effective during the pandemic but failed to raise the customer experience (CX) bar, according to Forrester.

4A’s, Google and Forrester outline growth opportunities for agencies

Article • Stephen Whiteside, Event Reports, 4A's Decisions 2021 conference, January 2021

A study commissioned by the 4A’s, the trade body, and Google, the tech giant, outlined various growth opportunities for agencies.

What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.

Alexa, what did you say? Exciting opportunities for voice marketing in India

Article • Krish Velkar, WARC Exclusive, February, 2021

Ogilvy Mumbai’s Krish Velkar looks at how voice assistants can influence purchasing decisions in India.

2020’s evil twin? Ten challenges that will shape business in 2021

Article • Camilo LaCruz, WARC Exclusive, February 2021

Looks at the top trends that will shape business in 2021, based on sparks & honey’s cultural intelligence platform Q™.

China tech giants criticised over use of AI

News • 22 January 2021

Chinese tech giants are coming under pressure over their use of algorithms and artificial intelligence, which campaigners say are placing consumers at a disadvantage.

Using narrative analytics to win customer trust: Applying machine learning and natural language processing to hundreds of millions of digital expressions

Research Paper • Jeff Marshall, Becky Owens, Rogier Verhulst, ESOMAR Conference papers, Insights Festival, 2020

Social media network LinkedIn used narrative analytics to discover how it could avoid being tarred with the same distrusted brush as other tech and social media companies in the US.

It’s time to talk: The role of a virtual assistant and AI in retail healthcare

Research Paper • Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020

Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.

Finding the 80% of rotten apples in your innovation pipeline: How AI-based semantic analytics brought the breakthrough in early-stage product testing

Research Paper • Alexander Falser, Lukas Waidelich, Marco Walter, ESOMAR Conference papers, Insights Festival, 2020

German coffee chain Tchibo used semantic analytics to manage product testing of its weekly changing range of non-coffee products.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

Colt Technology Services: Meet CAST – Colt’s CX Supermachine with seven identities

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Colt, a network and communications provider, developed a bespoke machine learning tool and increased its net promoter score (NPS).

Predicting Macmillan’s impact on cancer patients’ quality of life

Research Paper • MRS Awards Papers, Winner, MRS Award for Innovation in Data Analytics, 2020

Macmillan, a charity supporting those affected by cancer, developed a simulator to predict the charity's impact on cancer patients' quality of life, thereby shaping decision making.

The Women’s Health Tech Hive: Unapologetic stories – using AI-accelerated qualitative analysis to scope out the true size of the Women’s Health Data Gap

Research Paper • MRS Awards Papers, Winner, MRS Award for Healthcare Research, 2020

Women's Health Tech Hive, a network working to improve healthcare for women, brought to light the gender data gap and highlighted the scale of the problem in the UK and the USA.

Formula 1: Training an artificial intelligence to protect sponsorship revenue windfall

Research Paper • MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020

Formula 1, a racing brand, developed an interactive, AI-enhanced platform to identify the visibility of sponsors during a race.

Clif Bar and Company: Marketing to a new country – challenging the American stereotype that Canada is the 51st state

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.

2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
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.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
The new playbook for effective brand experience

Article • Nikki Mendonça, WARC Exclusive, April 2020

For brands looking to drive increased effectiveness of their marketing activities, it’s vital to understand the new rules of brand experience.
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.