Europe | WARC

How out-of-home can deliver cut-through in the attention economy

Article • Steve Payne, WARC Best Practice, December, 2018

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Team Sky leaves 'sponsorship template'

News • 13 December 2018

Sky’s decision to end its ownership and sponsorship of cycle road-racing’s Team Sky after the 2019 season opens a major new opportunity for a brand with deep pockets.

Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels

Research Paper • Tahir M. Nisar and Man Yeung, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 399-413

Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail.

How claim specificity can improve claim credibility in green advertising: Measures that can boost outcomes from environmental product claims

Research Paper • Benjamin Ganz and Anthony Grimes, Journal of Advertising Research, Vol. 58, No. 4, 2018

This study establishes claim specificity as a conceptually distinct message characteristic and a robust antecedent of claim credibility.

Data is about the leaps you can make with 'not enough' data: Harrods' CMO

Opinion • Amanda Hill, December 2018

Data doesn't tell you everything, warns Harrods’ Amanda Hill, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report. What are you proudest o...

The future of personalisation is complicated

News • 11 December 2018

Given the choice, just over half of people in the UK would be prepared to let companies use at least some of their personal information if they could see a clear benefit from doing so, new research indicates, but a third would rather deny them ...

Native ads lead to greater purchase intent than display

News • 10 December 2018

British consumers are more likely to purchase from brands and recommend them to others once they have been served relevant, native ads rather than traditional display ads, a new survey has found.

UK gambling firms agree to ban TV sport ads

News • 07 December 2018

The largest gambling companies in the UK have voluntarily agreed to end all TV ads served during live sports broadcasts, in a move that is most likely to affect football.

WARC Webinar Wednesday: Brand launches – 5 clangers to avoid

Article • Dan Ramsay, WARC Webinars, December 2018

Dan Ramsay, consumer marketing director at BT, draws on his experience of launching BT Sport to highlight five key things to avoid when you launching a new brand.

Just Eat: The Perfect Night In

Case Study • Poppy Barnes, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Just Eat, the online takeaway ordering platform, used a TV sponsorship to increase awareness and sales in the UK.

John Lewis: Advertising on demand

Case Study • Andrew Darby, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

John Lewis, the retailer, partnered with broadcaster Sky to make its Christmas ad available on-demand in the UK.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Age UK: The Loneliness Documentary

Case Study • Anneka Dew, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Age UK, the charity dedicated to older people, co-created a TV programme in order to explain the issue of loneliness and increase donations and volunteering in the UK.

MRS Awards winners announced

News • 04 December 2018

Aldi, Asda and the AA were among the winners at last night’s MRS Awards, with research strategies that not only shifted the dial on how consumers viewed and interacted with their brands but on how insights can be communicated internally.

Christmas LIVE – Aldi shoppers’ journey to Christmas

Research Paper • MRS Awards, Winner, MRS Award for Applications of Research

Aldi, the value supermarket chain, changed how UK consumers viewed the store and Christmas shopping behaviours to contribute to a record-breaking Christmas 2017.

Data privacy among 2019 drivers of change

News • 03 December 2018

Data privacy is set to be one of the Drivers of Change in 2019, the focus of this month’s Admap; others include smart cities, digital youth, health and wellness and the evolution of banking.

Auto Trader Group: The Car Buyers Report – not new, not used but next

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

‘Our House’: Using TV & Excitement to Bring the Customer Closer to ASDA

Article • MRS Awards, Winner, MRS/AURA Award for Insight Management

ASDA, a supermarket chain, got closer to their customers with its first longitudinal TV show ‘Our House’ in the UK.

Centra: Redeveloping Convenience Retailing

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research

Centra, a convenience retailer, redesigned its format and offering in stores to maximise targeted footfall and revenues in Ireland.

AXA – Global Healthcare & Listen + Learn Research: Winning a place in the suitcase: How AXA optimised its marketing spend to become more relevant and engaging to those looking to move abroad

Research Paper • MRS Awards, Highly Commended, MRS Award for Financial Services Research

AXA, an insurance firm, optimised its marketing spend and became more relevant to Britons looking to move abroad.

British Army: Junior Entry Review for the UK Army

Research Paper • MRS Awards, Finalist, MRS Award for Public Policy/Social Research

The British Army, a land warfare force, developed a research programme that supported a detailed understanding of its UK audience and robust quantitative data to enable evidence-based decision making.

The Financial Conduct Authority: How Arnold Schwarzenegger became the ‘head’ of the FCA

Research Paper • MRS Awards, Finalist, Jeremy Bullmore Award for Creative Development Research

The Financial Conduct Authority, a conduct regulator for financial services and financial markets in the UK, increased awareness of the 2019 PPI complaints deadline through a creative campaign based on consumer research in the UK.

Network Rail: A new approach to understanding suicide prevention on the Great Britain’s railways

Research Paper • MRS Awards, Winner, Virginia Valentine Award for Cultural Insights

Network Rail, the owner of most of the railway network in Great Britain, used anthropological and ethnographic research methods to explore railway suicide.

CPNI: “All aboard – “See it. Say it. Sorted”, a public vigilance campaign to support the transport network”

Research Paper • MRS Awards, Finalist, MRS Award for Public Policy/Social Research

The Centre for the Protection for the National Infrastructure (CPNI), the lead government authority for protective security advice, embarked on a four-year research programme to support the government’s counter-terrorism (CT) strategy in protecting the transport network from terrorism in the UK.

The AA: From Sparkplugs to Singalongs

Research Paper • MRS Awards, Winner, Jeremy Bullmore Award for Creative Development Research

The AA, British motoring association, turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.