Article
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Elizabeth Cherian and Jeremy Pounder, WARC Best Practice, July 2017
This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.
Article
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Samer Muthana Sarsam, Hosam Al-Samarraie, Ahmed Ibrahim Alzahrani, and Bianca Wright, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 578-598
Recognizing both literal and figurative meanings is crucial to understanding users' opinions on various topics or events in social media.
Data
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WARC Data, July 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
News
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15/07/2020
With 5G becoming a geopolitical battleground, Samsung is already looking ahead to 6G, which it believes could be a commercial proposition by 2028.
Article
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Rishad Tobaccowala, WARC Exclusive, June 2020
This is an excerpt from the opening chapter of Restoring the Soul of Business: Staying Human in the Digital Age by Rishad Tobaccowala (HarperCollins Leadership, 2020), which discusses how the key to successful transformation in any organization lies between human intuition and data-driven insights.
Article
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WARC Best Practice, June 2020
Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.
News
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04/06/2020
A major new study into what Australia’s Gen Z are really like reveals that this group of 14-to-24 year-olds are probably the least radical young people for generations.
Article
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Mina Akbarabadi and Monireh Hosseini, International Journal of Market Research, Vol. 63, No. 3, 2020, pp. 272-287
Nowadays, many people refer to online customer reviews that are available on most shopping websites to make a better purchase decision.
Article
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WARC Best Practice, May 2020
Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.
News
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22/05/2020
Chinese e-commerce giant Alibaba will invest RMB10bn (US$1.4bn) this year on building up its artificial intelligence and Internet of Things (IoT) capabilities that will be centred around its smart speaker Tmall Genie.
Article
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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.
Article
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WARC Best Practice, April 2020
With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.
News
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29/04/2020
As China emerges from its COVID-19 crisis, there are optimistic signs for the luxury sector, but observers don’t expect it to return to business as usual and some are touting an enhanced role for artificial intelligence as the category shifts ...
Article
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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.
News
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21/04/2020
The changing roles of influencers and artificial intelligence are among the trends identified in the WARC Media Strategy Report 2020, which highlights key themes for an effective media strategy.
News
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15/04/2020
French ad giant Publicis has announced plans to save €500 million in costs by cutting salaries and halving dividends, while at the same time accelerating the rollout out of its AI platform, Marcel, in the US. The world’s third-biggest ad ...
Article
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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.
Opinion
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Alex Wilman, April 2020
The use of artificial intelligence in marketing is at a tipping point, suggests Alex Wilman. It’s important brands understand what consumers will and won’t tolerate.
Article
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Joy Bhattacharya, WARC COVID-19 Series, April, 2020
AI-driven embedded marketing can help SVOD providers to monetise content, and enable brands to reach consumers in environments where conventional advertising is not possible.
Opinion
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Irene Joshy, March 2020
Artificial intelligence occupies a contradictory place in the advertising imagination: at once a potential creative catalyst while also threatening sameness – Kantar’s Irene Joshy explores this evolving landscape and what it means for creativity.
News
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16/03/2020
The global pharma company GSK looked to the lead users of its cold and flu products to understand a range of possible innovations, both in terms of improvements and more radical leaps using a modern version of a tested technique.
Article
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WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Article
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Ian Edwards, WARC Exclusive, March 2020
Ian Edwards, planning director, Northern Europe, Facebook writes that machine learning will ultimately replace the need for segmentation and manual targeting.
Article
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Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
GSK, the global pharma company, and Ipsos, the research company, explore what innovations are emerging from lead users to shape comms and new products.
Article
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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.
