Article
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EACA/Effie Awards Europe, Research on WARC, January, 2021
The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.
News
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14 January 2021
Economic turmoil is a certainty for 2021, as the pandemic disruption shows little sign of abating, but strong brands can overcome these barriers, according to a new collaborative report from EACA, Effie Awards Europe, and the Effectiveness Partnershi
Opinion
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Lena Roland, January 2021
Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.
Article
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Richard Dunn, WARC Exclusive, January, 2021
A study by Wunderman Thompson identified a strong link between inspiration and brand growth.
News
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13 January 2021
Consumers in the “moveable middle” – those who are neither very likely nor very unlikely to buy – are as many as five times more responsive to a brand’s advertising, research shows.
Opinion
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Paul Coxhill, January 2021
One of WARC’s roles is to show the industry what great effective marketing looks like. Today’s launch of the WARC Effectiveness Awards will be a key way to do that, says WARC MD Paul Coxhill.
News
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12 January 2021
WARC today launches The WARC Effectiveness Awards in association with LIONS, a new worldwide competition that integrates the WARC/LIONS Creative Effectiveness Ladder and promises feedback from judges to all shortlisted entrants and winners across the
Case Study
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WARC Cases, 2019
Automotive brand Volkswagen earned media attention and grew conversion rate in Malaysia with an s-commerce campaign during the 12.12 online shopping festival.
Article
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Research on WARC, January 2021
Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.
Article
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WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing.
Article
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Tom Roach, Research on WARC, January, 2021
Using Test Your Ad data from System1, this research provides advice to help scale-ups who are considering using TV advertising for the first time, a decision that can be riven with uncertainty.
Opinion
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Lana Busignani, January 2021
Marketing budgets have been reduced but millions of dollars will still be wasted in 2021 because marketers aren’t measuring the right things – they need to get smarter, says Lana Busignani.
Article
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DVJ Insights, Research on WARC, January, 2021
The DVJ Brand Growth Study is a global, large-scale, continuous study among marketers and consists of two components: qualitative interviews with CMOs and marketing directors and an annual quantitative study amongst people working in marketing, media, and advertising.
Opinion
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Jenni Romaniuk, January 2021
Two recent Freakonomics podcasts are provocatively titled Does Advertising Actually Work? Ah to be in a simple world where the answer to this question is yes or no. The podcast comes down on the side of mainly no. It showcased speakers reporting on studies that conclude advertising spend, with its weak or non-existent effect on sales, is largely a waste of resources that are better returned to customers or shareholders.
Opinion
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Zofia Iwaszkiewicz, December 2020
During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,
Article
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Mike Menkes, WARC Exclusive, December 2020
This article looks at the necessity of scenario planning for businesses going forward, as COVID-19 is just the most recent ‘black swan’ event to roil businesses.
Article
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James Hankins , WARC Exclusive, December 2020
Why it makes strategic sense to split out Digital Availability and why language is important for “light consumers” of marketing knowledge.
Opinion
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Sue Unerman, December 2020
2020 IPA Effectiveness Awards’ Convenor of Judges Sue Unerman explains what can be learned from this year's winners.
Data
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WARC Data, December 2020
Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
Research Paper
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Minh Nguyen, ESOMAR Conference papers, Insights Festival, 2020
Search engine Google redefined the way it measures advertising to focus on incrementality and demonstrated how it can be used to remove the potential biases found in long-accepted methodologies.
Article
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WARC Webinars, December 2020
Helps marketers put their 2021 plan in context and seek new opportunities to develop effective strategies to grow their business.
Article
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Professor Karen Nelson-Field, WARC Exclusive, December 2020
Advice on how advertisers can practically apply consumer attention data to improve marketing effectiveness.
Data
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Rob Clapp, WARC Data Points, December 2020
An overview of influencer marketing during the coronavirus and the ability of brands to measure impact.
Case Study
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WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Mobile phone operator Tri used TV sponsorship to create a TV quiz game and drove growth and engagement for its UnlimitedAlwaysOn product in Indonesia during Ramadan.
Case Study
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Oliver Scargill, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
British insurer Direct Line ran a sponsorship campaign with broadcast partner Film on 4 to engage a younger audience and grow brand awareness and consideration.
