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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Paul Dyson, WARC Exclusive, April 2020
This two-part series looks at how marketers are realising the need to build brand and activate sales at the same time so we are starting to see a shift of budgets towards brand building.
Article
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Paul Dyson, WARC Exclusive, April 2020
Brand building takes time – 2 to 5 years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Article
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WARC Exclusive, April 2020
Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Article
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Geoffrey Precourt, Event Reports, April 2020
Ebiquity, the marketing and media consultancy, has found considerable evidence that maintaining or increasing adspend in a down economy has significant payoffs.
Article
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Josie Tutty, Event Reports, Future TV Advertising Forum, February 2020
Using an analysis of the Australian Effies database, consultant Robert Brittain revealed that single long term, complex campaigns are more effective than multiple shorter campaigns.
Article
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Allan Breiland and Natalie Stanbury, WARC Exclusive, March 2020
Offers an overview of a recent study by IAB Australia and Kantar into the effect of digital media on brand building.
Article
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Pam Danziger, WARC Best Practice, March 2020
Many of the most famous luxury fashion brands, from Louis Vuitton to Chanel, have been embracing partnerships with streetwear brands, which adhere to a California skate culture/New York early punk aesthetic, meaning they have put their money on short-term marketing ploys over what made them special in the first place: branding.
News
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27 February 2020
Burger King’s counter-intuitive ‘Moldy Whopper’ campaign has divided opinion but CMO Fernando Machado is convinced that consumers understand it and that the brand is on the right track.
Article
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Stephen Whiteside, WARC Exclusive, February 2020
Burger King, the quick-service restaurant chain, caused an instant marketing sensation with its “Moldy Whopper” campaign.
Article
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WARC Exclusive, February 2020
WARC's US commissioning editor Cathy Taylor discusses the key themes from The Marketer's Toolkit 2020 with a focus on how the America's responded.
Article
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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.
Article
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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.
News
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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.
Article
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Stephen Whiteside and Catharine P. Taylor, Event Reports, FeelMore50, February 2020
System1, the research firm, produced a ranking of the top TV ads from 2019 based on an assessment of their emotional impact on consumers.
Article
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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.
News
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07 February 2020
As brands grapple with the effects of short-termism in marketing, sports sponsorship can perform a dual purpose, delivering both immediate outcomes and longer-term results by placing brands at the intersection between consumers and the things they ...
Article
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Maren Seitz, Admap, February 2020
Four success factors for sponsorship effectiveness.
Article
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Neil Hopkins, Admap, February 2020
As the cost of activation increases, brands should apply a creative lens to sponsorship programmes.
Article
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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.
Article
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Matthew Chappell, WARC Exclusive, January 2020
A best practice guide by Gain Theory to creating an optimal framework for campaign measurement.
News
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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 ...
News
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13 January 2020
Marketers are re-assessing their spending plans for 2020, according to a WARC report, embracing a renewed focus on brand-building with long-term impact over performance marketing with short-term payoffs.
Opinion
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Anna Hamill, January 2020
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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Chuck Kapelke, ANA Magazine, ANA Magazine, January 2020
Looks at findings from the Make Change Real 2019 CMO Survey, which enumerates the obstacles that marketers face as their efforts to transform brands into engines for long-term growth are hampered by short-term planning cycles, shrinking budgets, and misaligned organizational structures.
