Article
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WARC Best Practice, December 2018
This article provides marketers with information about how to balance long-term and short-term strategies.
Article
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David Tiltman, WARC Webinars, July 2019
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.
Research Paper
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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.
News
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01 July 2019
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.
Article
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Jo Bowman, Event Reports, Cannes Lions, June 2019
The advertising industry loves awards, but they’re focused on the wrong ones, according to consultant Peter Field, and the result is a crisis in creative effectiveness.
Article
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Jo Bowman, Event Reports, Cannes Lions, June 2019
Research from the Financial Times shows that while business leaders understand the value of brands in delivering long-term returns, they are failing to make the necessary brand-building investment.
Article
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WARC Exclusive, June 2019
Provides a bite-sized summary of the industry trends picked up on by WARC at the 2019 Cannes Lions Festival.
Article
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WARC Exclusive, WARC at Cannes Lions 2019
In a talk held by WARC at Cannes Lions 2019, CMOs from Heineken, McDonalds and Coca-Cola demonstrate how creativity has driven market share, elevated share price and accelerated business growth.
Article
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WARC Exclusive, June 2019
Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
Article
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Stephen Whiteside, Event Reports, Marketing Academy US, April 2019
Analysis of thousands of case studies entered into the Effie Awards offers some valuable learnings for marketers when it comes to making a tangible impact with their work.
News
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11 June 2019
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.
Article
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Stephen Whiteside, Event Reports, Breaking Brand, May 2019
System1, the research firm, assessed thousands of television ads in order to determine their potential to drive long-term growth for brands.
Article
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Jo Bowman, WARC Exclusive, Lessons from the WARC Rankings, May 2019
Examples from two brands showing how directing marketing investment towards brand building rather than activation built sales over the long-term.
News
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29 April 2019
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.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
While digital media can encourage marketers to prioritize short-term activation, research from Les Binet and Peter Field has shown that brand building remains essential.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019
Les Binet, an expert in marketing effectiveness, has conducted research that addresses many of the common challenges and misunderstandings that face brands.
News
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09 April 2019
One of the greatest issues Australian marketers are currently dealing with is effectiveness, according to John Broome, CEO of the Australian Association for National Advertisers.
Article
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Brooke Hemphill, Event Reports, The Future of Brands Sydney, February 2019
The biggest challenges facing Australian advertisers include effectiveness, measurement, and client-agency relationships.
Article
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Anna Hamill, Event Reports, Effective marketing in Financial Services, February 2019
Financial services marketing has declined in effectiveness since the mid-00s recession, and marketers must reinvest in long-term brand building to turn it around.
Article
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Brian Carruthers, Event Reports, The Future of Brands, February 2019
Agencies and advertisers don’t always act on established industry best practice and fail to invest enough in brand building – leading to what Work Research refers to as a “brand gap”.
Article
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WARC Evidence, February 2019
Looks at the long and short term consequences of a brand going dark and whether its best to cut budgets or keep advertising in a recession.
Article
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Gareth Price, WPP Atticus Awards, Winner, 2018
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.
Article
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Orlando Wood, WARC Webinars, January 2019
Orlando Wood, chief innovation officer at System 1 Group, shares how brands can predict the market share growth associated with advertising over the long-term.
Opinion
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Lisa Ronson, December 2018
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.
Article
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Brian Carruthers, Event Reports, IPA EffWeek, October 2018
Learn from some common mistakes that marketers make, as a selection of leading figures in the advertising world share their experiences.
