Article
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WARC Best Practice, October 2019
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
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Lee Roth, WARC Best Practice, July 2020
It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.
Article
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Research on WARC, July 2020
The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in the financial services category.
Article
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VAB, WARC COVID-19 Series, June 2020
This research looks at recent TV audience behavior, what sports fans are watching during COVID, OTT trends and COVID-19 ad performance.
News
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23 June 2020
Marketers seeking to maximise the impact of their creative work can now draw on a six-stage framework outlined in “ The Effectiveness Code ”, a new white paper released by Cannes Lions and WARC that is based on the analysis of nearly 5,000 case ...
Article
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James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
News
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17 June 2020
The impact of creativity is measurable, a new report states, but it requires techniques that allow for the fine tuning of assets and campaigns with a view to long-term effects.
Article
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Dr Gerard J. Tellis, WARC Webinars, May 2020
Gerard Tellis examines how various sectors are poised to win – or lose – as the pandemic plays out, why different sectors should be making different decisions about ad spending and product offerings and how your brand should operate in this unusual environment.
News
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13 May 2020
As markets brace for an impending slowdown, brand managers should take a more proactive and agile stance: they need to not only win in the now, but also prepare for the medium-term, and transform their business to secure long-term growth, says the ...
Article
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Les Binet, WARC Exclusive, May 2020
The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
Article
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Gerard J. Tellis, WARC COVID-19 Series, May 2020
When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.
Article
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WARC COVID-19 Series, May 2020
A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
News
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08 May 2020
The motivations that consumers attribute to a company that runs a cause marketing program can exert an influence on a campaign’s impact, according to a study published in the Journal of Advertising Research (JAR).
Opinion
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Matt Hill, April 2020
Television advertisers are gaining enlarged audiences at reduced prices, writes Matt Hill, Thinkbox’s Research and Planning Director.
Opinion
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Gordon Domlija, April 2020
The observation of COVID-19 trends in China gives us a view to the post-pandemic future, writes Gordon Domlija, Wavemaker's China Chief Executive Officer and Asia Pacific President.
Article
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Stephen Whiteside, WARC COVID-19 Series, April 2020
Kantar, the research firm, has conducted various studies that help map out the results from increasing, maintaining or decreasing adspend at a time of crisis, such as the COVID-19 pandemic.
News
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23 April 2020
Advertising saturation traditionally hits a peak in the MENA region during Ramadan, but that might not be the most effective approach for brands, according to a new WARC white paper.
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Opinion
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Stephen Whiteside, April 2020
Steve Whiteside spoke to Colin Mitchell, SVP/Global Marketing, McDonald’s as part of WARC’s Learn from the best report.
Article
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WARC Best Practice, April 2020
A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
Opinion
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Anna Hamill, April 2020
COVID-19 is bringing new challenges for the marketing industry in 2020, and the predicted economic recession will hit brands hard.
Article
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Christian Polman, WARC Exclusive, April 2020
Strategic structuring of data and analytics capabilities can help marketers break silos, test and learn, manage promotions and gain C-suite credibility.
Opinion
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Stephen Whiteside, April 2020
Steve Whiteside spoke to Fernando Machado, CMO, Burger King as part of WARC’s Learn from the best report.
Article
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Geoffrey Precourt, WARC COVID-19 Series, April 2020
A significant body of research studies – drawn together over the course of almost a century – demonstrate that reducing adspend in a recession has negative outcomes for brands.
