David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.
Adam Sheridan, Research on WARC, Ipsos Views
Campaigns using creative evaluation services are less likely to achieve long-term effects, so marketers need to better apply these metrics in their creative development process to improve the chance of achieving long term business effects.
Marketing activities that realise an immediate return tend to win out when it comes to the allocation of budget, but a new study warns that brands should not neglect the need to lock in long-term growth, which very few are able to do.
The UK insurance sector is often seen as being driven primarily by price, especially since the advent of price comparison websites, but a bold experiment by Direct Line Group suggests this is not necessarily the case.
Many marketers are still making the error of focusing their digital attention on short-term activation and thus neglect the importance of brand building, according to Les Binet, head of effectiveness at agency adam&eveDDB.
The push for quick returns, with pressure from both investors and company management, is jeopardising brands' ability to deliver long-term growth – but forward-thinking organisations could solve this self-defeating cycle, writes Gareth Price, senior planner at J. Walter Thompson London.
The success of the ‘Dundee’ Super Bowl campaign points the way for the future, says Tourism Australia’s Lisa Ronson, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
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