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.

Three steps to measure business return on sponsorship

Article • Tom Goodchild, WARC Webinars, February 2020

Tom Goodchild, director of effectiveness at Fuse, shares best practice for marketers seeking to understand both the short- and long-term impact of their sponsorship activities.

How to make TV ads with emotional impact

News • 13 February 2020

Brand purpose, a focus on family life and the use of established marketing assets were just some of the main features of TV ads that delivered the greatest emotional impact in 2019, according to a study by research firm System1.

How Barclays evaluates its sponsorships to make better investment decisions

Article • Sam Peña-Taylor, Event Reports, MRS Sports and Gaming Conference, February 2020

British financial services firm Barclays has built a framework for evaluating sponsorships capable of evolving over time that uses clear inputs to understand each investment’s business impact.

Five tips for making breakthrough TV ads from the most effective spots of 2019

Article • Stephen Whiteside and Catharine P. Taylor, Event Reports, FeelMore50, February 2020

System1, the international research firm, analyzed all the commercials from the 2020 Super Bowl to understand the main drivers of emotional response and, in turn, creative effectiveness.

What the 2020 Super Bowl ads tell us about creative effectiveness

Article • Catharine P. Taylor, Event Reports, FeelMore50, February 2020

System1, the international research firm, analyzed all the commercials from the 2020 Super Bowl to understand the main drivers of emotional response and, in turn, creative effectiveness.

How to score a home run with sponsorship

Article • Maren Seitz, Admap, February 2020

Four success factors for sponsorship effectiveness.

Creativity and long-term brand-building through sponsorship

Article • Neil Hopkins, Admap, February 2020

As the cost of activation increases, brands should apply a creative lens to sponsorship programmes.

How brands can overcome digital measurement roadblocks in India

Article • Kunal Sinha, WARC Best Practice, January 2020

In emerging markets such as India, digital measurement remains a nascent but essential component that marketers must seriously invest in to avoid wasting time and resources on ill-informed strategies.

The nine golden rules of measurement

Article • Matthew Chappell, WARC Exclusive, January 2020

A best practice guide by Gain Theory to creating an optimal framework for campaign measurement.

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.