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.
News
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20 September 2019
Australian Advertising Effectiveness Rules, a new report by effectiveness experts Peter Field and Rob Brittain, in association with the Communications Council, takes a deep look at the new Australian Effies database.
Article
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Alex Brownsell, Event Reports, Kantar Talks, September 2019
Brands need to find a balance between performance marketing and brand building; afters years of focusing on performance media, eBay has renewed the emphasis on brand.
Article
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Admap, September 2019
A summary of new thinking and best practice on smarter video planning from Admap.
Article
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Orlando Wood, Admap, September 2019
A new study argues that a shift in industry attentional style is leading not just to brand short-termism but to a ‘flattening’ and abstraction of the work itself, which threatens effectiveness.
News
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08 August 2019
Insurance Australia Group (IAG) will soon be wading into an age-old marketing debate that pitches long-term brand building against short-term transactional strategies.
Article
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WARC Best Practice, August 2019
Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
Article
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Gabey Goh, Event Reports, Advertising Week APAC, July 2019
Insurance Australia Group (IAG), the insurance provider, will conduct a geographically targeted two-year test in a bid to discover the impact of taking a sole focus on building its brand.
Article
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WARC Exclusive, July 2019
Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
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.
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.
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
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.
News
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27 June 2019
In a digitally enabled world where consumers are effectively “always on”, VF, the owner of apparel brands such as Vans, Timberland and The North Face, is dialling down its activation content.
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.
