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News • 20 November 2018

Black Friday has become a thing for marketers and media in the UK, but new research suggests that consumers are less bothered by the hype surrounding the imported shopping festival.

Amazon opens consumer data to UK publishers

News • 20 November 2018

UK publishers will be able to take advantage of Amazon’s wealth of shopper data after the introduction of two new tools by the e-commerce giant.

Brainy Bar 7: Can you have too much emotional advertising?

Opinion • Sam Peña-Taylor, November 2018

Emotional advertising is in vogue right now. But how much do we need to do and how much is too much? WARC was at Brainy Bar 7 to hear.

Maybelline New York: Make It Happen

Case Study • Tatiana Zhylina, Alina Kobets, Mariia Riaguzova, Maria Osovitniaia, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Maybelline New York, the makeup and cosmetics brand, used a famous singer to connect with its young female audience and boost brand image and sales in Ukraine.

The changing nature of money what it means for communications

Article • Brian Carruthers, Event Reports, MRS Financial Services Research, November 2018

The payments landscape is changing rapidly as consumers turn away from cash to embrace a variety of digital options – and their behaviour adapts accordingly.

Head & Shoulders: Steal your boyfriend's shampoo

Case Study • Matylda Tomaszewicz, Maja Konieczka, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

P&G shampoo brand Head & Shoulders used a multi-channel campaign led by footballer brand ambassador Robert Lewandowski and his wife to appeal to female customers in Poland.

easyJet: Project Multiscreen

Case Study • Sophy Part, Niall Murphy, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

easyJet, the British low-cost carrier airliner, focused on brand building through data and tech in the UK.

Eurosport Player: Beating the odds to deliver a digital-first Winter Olympics

Case Study • Alisa Belyaeva, Suri Patel, Dino Myers-Lamptey, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Sports broadcaster Eurosport used targeted digital and social ads to increase subscribers across Europe during the 2018 Winter Olympics.

Christmas ad fever ramps up

News • 15 November 2018

As the nation awaits the annual John Lewis opus, there are signs that UK retailers are taking a different advertising approach this year, eschewing blockbuster ads in favour of more direct appeals to get shoppers through their doors.

Why UK consumers need live TV, catch-up AND YouTube

News • 15 November 2018

A new study of UK consumers shows that people of all ages are watching video in multiple formats – selecting the method of the moment to match their current needs.

Focus on digital has 'damaged the quality of creative'

News • 15 November 2018

Most marketers believe digital growth in advertising has come at the expense of the quality of creative, new research reveals.

WARC Webinar Wednesday: Mark Evans on marketing effectiveness

Article • Mark Evans, WARC Webinars, November 2018

Mark Evans, marketing director at Direct Line Group, shares what marketing effectiveness means atthe insurance group.

Theraflu: Flu Tracker

Case Study • Alexandra Kondrashtina, Dania Azymova, Daria Zarubina, Larry-Elvis Ngomirakiza, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Toyota: We Choose Hybrid

Case Study • Poppy Barnes, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

First Ukrainian International Bank (FUIB): An effective full media mix based on machine-learning technologies

Case Study • Ruslan Gutnikov, WARC Media Awards, Shortlisted, Best Use of Data, 2018

FUIB, one of Ukraine's top 10 banks, used machine-learning techniques to create a successful media planning model for its advertising campaign.

H1 digital ad spend in Europe hits €25.7bn

News • 13 November 2018

European digital ad spend rose by 10% in the first half of the year compared to the same period last year, reaching €25.7bn, with the full year total expected to exceed €50bn.

Peugeot VU: Advanced vehicle targeting

Case Study • Aaron Spijkers, Oskar Op de Beke, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Peugeot, the global automotive brand, used customer research data and programmatic buying to promote its cargo minivan product in the Dutch market.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Sarah Whitehead, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Virgin Trains, the British trains operator, increased journey numbers with a data-driven, targeted campaign using TV, radio and DOOH.

Iceland ad shows problem with regulations that are frozen in time

Opinion • Benedict Pringle, November 2018

The banning of a Christmas TV ad for retailer Iceland highlights contradictions at the heart of the UK's political ad regulations – rules, argues politicaladvertising.co.uk’s Benedict Pringle, that were made for a more limited media world and which need updating.

Analyzing the click path of affiliate-marketing campaigns: Interacting effects of affiliates’ design parameters with merchants’ search-engine advertising

Research Paper • Rainer Olbrich, Patrick Mark Bormann, and Michael Hundt, Journal of Advertising Research, Digital First, November 2018

Service providers increasingly use multiple channels for their advertising. One compelling combination integrates affiliate marketing with search-engine advertising.

Adobe paints a new marketing picture to promote Photoshop

Article • Reed Karaim, Event Reports, DMA &Then, October 2018

Adobe, the software company, leaned in to a new strategy to promote its Photoshop tool that is used for creating and editing graphics, photos and artwork.

How finance can transform marketing

News • 12 November 2018

A key behaviour of brands with a strong effectiveness culture is language and communication, and between marketing and finance in particular, research suggests.

Marketers miss a trick by not keeping up with consumers' passions

News • 09 November 2018

Brits are spending more than ever on what excites them, but marketers are failing to follow the trend, a new study shows.

How emotional and informational ads perform in print

News • 09 November 2018

Emotional print ads are typically more persuasive than informational appeals, except when the goal is to highlight a brand’s unique selling proposition, according to a study published in the Journal of Advertising Research (JAR).

The Beano sheds light on Gen Alpha

News • 08 November 2018

The Beano is continuing to expand from its children’s comic-book roots and has now added a brand consultancy to a portfolio that includes a digital product and studios creating its own shows.

How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
Marketing budgets: Four ways to do more with less

Article • Ruth Saunders, WARC Best Practice, November 2017

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
Forget Millennials, target Perennials

Article • Guy Abrahams, Admap Magazine, December 2017, pp. 23-25

Explains why, in this world of addressable media, brands would be wise to target people by their attitude and behaviours rather than their age, using fashion brand Gucci as an example.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.
Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness

Article • Joseph Clift, Event Reports, Eff Week, November 2016

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.