Advertising best practice, evidence and insights

What we know about long-term and short-term effectiveness

Article • WARC Best Practice, October 2019

This article provides marketers with information about how to balance long-term and short-term strategies.

Reports of online ads’ ineffectiveness have been greatly exaggerated

News • 14 January 2020

Recent criticism of online ad effectiveness is just the latest instalment of a long-running debate over whether advertising does what it says, but a senior strategist says the the idea that online advertising is the new dotcom bubble is too ...

Les Binet on why long-term marketing matters in the age of short-termism

Opinion • Anna Hamill, January 2020

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Building a brand across the scale of immediacy: Practical progress from a theory of online advertisements

Article • Gareth Price, WARC Exclusive, January 2020

The effectiveness of online advertising is under increased scrutiny, but focusing on direct response metrics does a disservice to the many new ways online can help build a brand.

Why healthcare brands can fall into a digital short-termist trap, and what they can do about it

Article • Shann Biglione, Admap, January 2020

As the industry becomes increasingly commoditized, healthcare brands need to return to a blend of short-term and long-term marketing and this article details how brands can strike that balance.

How cause marketing campaign factors affect attitudes and purchase intention: Choosing the right mix of product and cause types with time duration

Research Paper • Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and I-Ting Tsai, Journal of Advertising Research, Digital First, December 2019, pp. 1-20

The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type.

Slowing down to be faster: Why it is paramount to invest time at the front end of the development process

Article • Arnaud Debia and Jiongming Mu, Research on WARC, December 2019

With 20 senior executives and key clients, Ipsos explores how slowing down might actually help brands become faster and more effective.

Topshop owner rethinks its marketing approach

News • 13 December 2019

Arcadia, owner of high street fashion brands like Topshop, is re-evaluating its marketing approach, after it found its focus on short-term performance ads was not as successful as it had thought.

The top ten drivers of marketing effectiveness from the Effie Awards – and beyond

Article • Stephen Whiteside, Event Reports, Media, Marketing & Effectiveness event, November 2019

Research covering thousands of entries to the Effie Awards provides invaluable guidance for marketers that are seeking to achieve higher levels of effectiveness.

Measuring effectiveness

Article • Imaad Ahmed, WARC Webinars, December 2019

Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.

Trends from the Marketer's Toolkit 2020

Article • David Tiltman, WARC Webinars, November 2019

David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.

Binet and Field: Effectiveness lessons in B2B

Article • Brian Carruthers and Aron Hayes-Davidson, Event Reports, IPA EffWeek, October 2019

Looks at research from Les Binet and Peter Field into how marketing effectiveness works in B2B.

Taking a global brand local in Asia: Samsung’s Head of Corporate Marketing SEA, Olivier Bockenmeyer

Opinion • Gabey Goh, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.

Capitalising on sustainability in Asia’s mobile era: Expedia’s Global Head of Mobile Marketing and App Ecosystems, Gabriel Garcia

Opinion • Gabey Goh, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.

The future of Big Food marketing: General Mills' CMO Ivan Pollard

Opinion • Anna Hamill, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Marketer's Toolkit 2020: The pivot back to brand (Economy)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into investment trends for brands in 2020.

Why traditional media still matters: Birds Eye Marketing Director, Steve Challouma

Opinion • Anna Hamill, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

How winning brands grow, and why stagnant brands don’t

Article • Sam Peña-Taylor, WARC Exclusive, November 2019

Discusses results from DVJ Insights' growth study exploring why winners grow more than the average and why losers grow less.

Diageo: Where next for marketing effectiveness

Article • Brian Carruthers, Event Reports, EffWorks, October 2019

Discusses the impact of Diageo’s Marketing Catalyst, the international drinks company’s proprietary effectiveness platform, on both spending and attitudes to the discipline.

How to fight back: Nurture your brand's mental network

Article • Research on WARC, October 2019

Details how the key to success in brand building is to nurture a ‘Mental Network’, full of relevant and distinctive associations that help you be thought of and noticed in the moments that matter.

adidas makes course correction on marketing effectiveness

Article • Brian Carruthers, Event Reports, IPA EffWorks, October 2019

Looks at how sportswear brand adidas has evolved its thinking on marketing effectiveness in recent years.

How to win in the brand experience era

Article • Dom Boyd, WARC Webinars, October 2019

Dom Boyd, founder of DADA Consulting, addresses the theme of October's edition of Admap on winning in the era of brand experience by answering key questions on the topic.

Asia's anatomy of effectiveness

Article • WARC Exclusive, October 2019

Summarises current thinking about how to advertise effectively in the APAC region, given the current sense that advertising is not driving the growth it should be.