News
•
21 January 2019
A number of major publishers and agencies in Europe expect more ad inventory to be sold via direct deals this year as they seek to reduce their exposure to open exchanges.
News
•
14 January 2019
Content posted on Facebook in the UK will now be fact-checked by an independent charity after years of criticism that the social network has failed adequately to address the spread of fake news on its sites.
Case Study
•
Giada Divisato, Luigi Mauriello, Silvia Giacomazzi, Alessandro Pastore, WARC Media Awards, Entrant, Effective Channel Integration, 2018
NOW TV, the internet TV by Sky, used Women's Day as an opportunity to make a statement and connect with millennials in Italy.
Case Study
•
Ivan De Santis, Greta Bottini, WARC Media Awards, Entrant, Effective Channel Integration, 2018
Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.
Opinion
•
Anthony Fletcher, January 2019
Anthony Fletcher, CEO of healthy snack brand graze, outlines the key considerations for entrepreneurs and companies looking to get started on DTC.
Article
•
Orlando Wood, WARC Webinars, January 2019
Orlando Wood, chief innovation officer at System 1 Group, shares how brands can predict the market share growth associated with advertising over the long-term.
Article
•
WARC Trends, January 2019
Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.
Opinion
•
Lena Roland, January 2019
Direct to consumer strategies are taking the business world by storm. This month’s Admap explores the implications of this structure and uncovers the lessons and success stories that you need to know.
Case Study
•
Viviana Sampugnaro, WARC Media Awards, Entrant, Best Use of Data, 2018
Italian pasta and sauce brand Barilla turned to a digital video campaign managed in programmatic to persuade 'rejectors' to revisit the brand in Italy.
Case Study
•
Artyom Khokhlov, WARC Media Awards, Entrant, Best Use of Data, 2018
Dove, the global beauty brand, successfully launched its new dry shampoo product in Russia through high-precision targeting to gain high reach and involvement.
Case Study
•
Raffaele Natale, Valeria Vairo, Matia Pollastri, WARC Media Awards, Entrant, Best Use of Data, 2018
Polase, Italy's category leader of saline nutritional supplements, used a data- and programmatic-led strategy to optimise brand visibility, relevance and profitability.
Article
•
Tariq Khan, WARC Exclusive, January 2019
Technology is a major driver of innovation in the beauty category, according to Tariq Kahn, VP of Customer Experience at Coty Inc., which houses international brands including Max Factor, Rimmel and Cover Girl.
Opinion
•
Nick Manning, January 2019
Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.
News
•
08 January 2019
People in the UK are spending half as much time on their landlines, but are gobbling up almost 10 times more mobile data as six years ago, new research from Ofcom shows.
Case Study
•
Case Studies on WARC, 2018
Burger King, the fast-food restaurant chain, allowed consumers to create their perfect McWhopper through the Instagram polls feature in Spain.
News
•
07 January 2019
Promoting a brand on the back of having a Fairtrade mark can strike a chord with receptive consumers but limit appeal to a wider audience, as Divine Chocolate has discovered.
News
•
04 January 2019
Out of home (OOH) may be the oldest advertising medium but it is one that is ideally placed to bring meaning back to advertising and help brands reconnect with consumers, according to an industry figure.
Article
•
Briar Keen, Admap, January 2019
Details some of the most important lessons shaving brand Friction-Free shaving have learned since it started its business three years ago.
News
•
03 January 2019
Early indications are that John Lewis, the UK retail chain, has come through the Christmas trading period in reasonably good shape, but analysts are less optimistic about the prospects for some of its high street rivals.
News
•
03 January 2019
Public Health England has highlighted children’s excess sugar consumption levels and suggested that “fiscal measures” – the so-called pudding tax – may be needed to ensure that the food industry meets a target to cut ...
Opinion
•
BrandIndex, January 2019
In December, Ferrero Rocher achieved the highest uplift in Ad Awareness of any brand in the UK, according to YouGov’s BrandIndex.
News
•
21 December 2018
Brands should try to strike a balance in displaying “warmth” and “competence” to consumers, according to a paper in the Journal of Advertising Research (JAR).
News
•
20 December 2018
Major travel brands such as TUI are pushing ahead with a New Year marketing blitz, in defiance of fears over Brexit.
News
•
20 December 2018
UK consumers who stick with their existing brand in five markets are overpaying by £4bn a year as companies charge them higher prices than new customers, according to an investigation by the Competition and Markets Authority (CMA).
Opinion
•
Andrew Buckman, December 2018
As the art of storytelling makes an advertising comeback, Sublime’s Andrew Buckman argues that marketers need to incorporate mobile into the process to better drive consumer engagement and action.
