North America

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Sequent Partners find faults in coverage, accuracy of multicultural-marketing data

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Research by Sequent Partners and the Alliance for Inclusive and Multicultural Marketing (AIMM) found significant gaps in the data used to inform multicultural campaigns.

LinkedIn: The Interview

Case Study • SABRE Awards, EMEA, Technology: Software & Services, Gold, 2019

Online employment and careers site LinkedIn used a real-time, real-life film of a job interviewee to boost awareness of its role in building a supportive community for its members.

Nielsen: Sales promotion continues to outweigh advertising

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

Nielsen, the research firm, has found that an increase in media consumption has not automatically led to similar growth of advertising spend within the wider marketing mix.

IRI cautions against “micro-targeting” or too much of a good thing

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019

Marketers need to make sure they do not sacrifice the scale needed by campaigns in favor of targeting consumers at too tight a level.

WarnerMedia leverages CPG thinking to build a new streaming service

Article • Stephen Whiteside, Event Reports, ARF AUDIENCExSCIENCE, April 2019

WarnerMedia, the media company owned by AT&T, is set to disrupt the streaming-video industry with a new platform, and is drawing inspiration from the consumer-packaged goods (CPG) sector.

Target: the art of high-end fashion in a big-box retailer

News • 21 May 2019

Preppy clothes brand Vineyard Vines is the latest brand to launch a limited-edition range for big-box US retailer Target.

Crate&Barrel finds a perfect home with podcast advertising

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

Crate&Barrel, the homeware retailer, successfully used podcast advertising as a means of promoting its wedding registry service.

USAA’s formula for authentic advertising

Article • Stephen Whiteside, Event Reports, #SeeHer 2019 Creative and Media Leadership Summit, March 2019

USAA, the financial-services provider focused on members of the military and their families, knows that its advertising must be authentic to make the desired impact.

23andMe and iHeartMedia enjoy branded podcast success

Article • Stephen Whiteside, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

23andMe, a company that provides genetic and ancestry tests, partnered with iHeartMedia, the audio-media firm, on a custom podcast entitled “Spit”.

Citi strikes a new note for inclusion in ads with “#SeeHerHearHer”

Article • Stephen Whiteside, Event Reports, #SeeHer 2019 Creative and Media Leadership Summit, March 2019

Citi, the financial-services provider, is using its marketing muscle to boost female empowerment in the music industry.

TV networks step up work on addressable ads

News • 15 May 2019

The big US TV networks are launching addressable ad strategies in a bid to grab a share of the rapidly growing $2 billion market.

Insights from 4A’s research: where the agency jobs are

Opinion • Marsha Appel, May 2019

US advertising is so often conflated with a certain Manhattan avenue that its diversity is sometimes ignored.

MRC aims to bring new standard to video ads

News • 13 May 2019

The Media Rating Council (MRC), the non-profit body charged with enhancing audience measurement, is seeking consistency in viewable impressions for video ads, but is aware that emerging formats may require further changes in the future.

Risky business: Exploring brand safety on YouTube

Article • Video Advertising Bureau, Research on WARC, May 2019

Details findings from a recent study and research into YouTube's history with brand safety issues and why ensuring brand safety is such a challenge on the platform.

The promises we keep

Opinion • Faris Yakob, May 2019

Nobody likes, or trusts, a hypocrite. Following Chase bank's recent tone-deaf tweet, there has been renewed interest in the frequent disconnect between the promises that brands make, and those they are willing to keep.

How Mars’ Pedigree dog food climbed from obscurity to creative eminence in six years

Article • Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2019

Pedigree, the dog food brand owned by Mars, has become a creative powerhouse through a nuanced, deliberate approach to engaging consumers.

TV pharma ads to feature drug prices

News • 10 May 2019

Pharmaceutical companies will be required to include the list price of certain prescription drugs in television advertisements, in a move that the Trump administration believes will help drive down prices.

TV ads have 'variable shelf life' on DVRs

News • 10 May 2019

Television spots may have a “variable advertisement shelf life” among DVR audiences depending on the genre of content they appear in, according to a study published in the Journal of Advertising Research (JAR).

As MRC moves to cross-platform standard, weighted video duration stirs controversy

Article • Geoffrey Precourt, Event Reports, ARF AUDIENCEXSCIENCE, April 2019

The Media Rating Council (MRC), the industry body, is seeking to establish a new standard for the measurement of video ads.

What the financial sector can teach marketers about data ethics

News • 10 May 2019

The issues surrounding ethical data collection and usage long predate GDPR and the marketing industry can take some useful lessons from the financial sector, according to a team at analytics firm Marketscience Truesight.

How The New York Times is tapping voice technology

Article • Stephen Whiteside, Event Reports, SXSW Interactive, March 2019

The New York Times, the news provider, has begun experimenting with voice technology as a means of driving new forms of consumer engagement.

Advertisers need to address CCPA concerns

News • 09 May 2019

The California Consumer Privacy Act, due to take effect in January next year, will trigger significant changes and review of existing relationships between businesses and their vendors and service providers.

Budweiser's inspirational marketing formula

News • 09 May 2019

Budweiser, the beer brand made by Anheuser-Busch InBev, has successfully built consumer engagement through “inspiring ordinary people to do extraordinary things” with its marketing.

LendingTree turns to lifetime value

Article • Reed Karaim, Event Reports, KNect365 Marketing, Analytics and Data Science (MADS) Conference, April 2019

LendingTree, the financial services company, has found that a shift to focusing on customer lifetime value has helped inform its marketing and broader strategy.

YouGov Ad of the Month – US: Home Depot

Opinion • BrandIndex, May 2019

During April, Home Depot was the brand that earned the biggest rise in its advertising awareness in the US.

What we know about US millennials

Article • WARC Best Practice, April 2019

Examines behaviours of US millennials, the first digital-native generation, and explains how marketers can best connect with them as a generation that are characterised by diversity and focus on living life to the full in the here and now.
What we know about marketing to women

Article • WARC Best Practice, February 2019

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
Five trends for consumer wellness in 2019

Article • Laura Hill, Admap Magazine, December 2018

Identifies consumer trends that will impact the wellness industry in 2019 and beyond, highlighting high-growth opportunities to help brands foster innovation, spark growth and connect with consumers.
How to analyze the omnichannel consumer decision journey

Article • Alex Zhu, WARC Best Practice, June 2018

Provides advice, research methodologies and step-by-step approaches for mapping the omnichannel consumer journey.
Cheetos Museum

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

Frito-Lay, a snack food manufacturer and marketer, increased its share of the cheese-puff market in the US with its brand Cheetos by launching a Cheetos art exhibit.
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.