News
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18 January 2019
The US appears to be witnessing a resurgence in over-the-air TV (OTA), research by Nielsen has found.
Opinion
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Faris Yakob, January 2019
Are advertisements endorsements? When editorial content begins to conflict with a brand’s stated values, is continued investment a gesture of tacit approval? Faris Yakob on whether communications can or should be decoupled from their political context.
Article
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Stephen Whiteside, Event Reports, CES 2019, January 2019
Delta Airlines, the air carrier, believes that data can play a central role in helping it stand out in a highly competitive category.
Article
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Stephen Whiteside, Event Reports, CES 2019, January 2019
The New York Times, the news brand, is preparing for the next-generation journalism opportunities that will be provided by 5G connectivity.
News
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14 January 2019
Amazon is currently a relatively minor player in digital advertising, but that is likely to change rapidly over the next couple of years, as a new survey of top US media buyers has found they expect to double their adspend with the online retail ...
Case Study
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Kristen Wachter, WARC Media Awards, Entrant, Effective Channel Integration, 2018
Cincinnati Children's Hospital used radio, DOOH and online ads to increase awareness of the effectiveness of its adult heart surgery services in Ohio, US.
Article
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Sam Peña-Taylor, Event Reports, Shopper Insights & Retail Activation Conference, October 2018
Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.
Article
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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.
Opinion
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Lucy Aitken, January 2019
The 2018 WARC Awards Grand Prix for Innovation went to 7-Second Resumes, a solution that reframed how job-hunters appeal to recruiters.
Article
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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.
News
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11 January 2019
Nike, the US sportswear giant, has been working to bring its manufacturing process closer to the point of sale, and concurrently adopting a direct-to-consumer strategy with a focus on owning the experience.
Opinion
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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.
News
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09 January 2019
TV advertisers are starting to turn to short-form ads, which can be as effective as the traditional 30-second spot at far less cost, but marketers and brands need to ensure they are achieving the right objectives and are executing the ads properly.
Case Study
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Finola Austin, WARC Media Awards, Entrant, Best Use of Data, 2018
Sports-themed food-and-drink brand Gatorade joined forces with digital media and entertainment company Refinery29 to target teen female athletes in the US with a digital and social media campaign.
Article
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Stephen Whiteside, Event Reports, CES 2019, January 2019
Smart speakers are influencing a wide range of consumer habits, according to research by NPR, the public radio broadcaster, and Edison Research, the research firm.
Research Paper
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Jaywant Singh, Benedetta Crisafulli, and La Toya Quamina, Journal of Advertising Research, Digital First, December 2018
When exposed to cause-related marketing advertisements that use guilt appeals, consumers actively try to interpret the motives behind the company’s message and consequently accept (or resist) the persuasion attempt. This study demonstrates that high-emotional-intensity cause-related marketing advertisements create suspicion that the company truly might not be committed to the social cause. If the advertisement is low in emotional intensity, however, guilt appeals lower negative inferences and act as a stimulus to foster consumer identification and positive perceptions of corporate image.
Opinion
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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
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08 January 2019
The deadlock between CBS, America’s most popular TV network, and ratings company Nielsen continues, with many seeing it as a fundamental challenge to the way viewership is measured.
News
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08 January 2019
Sony’s chief executive, the recently appointed Kenichiro Yoshida, surprised the CES audience in Las Vegas with a renewed focus on the Japanese company’s content division, emphasising a wider shift in which high-end, infrequently ...
Article
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Stephen Whiteside, Event Reports, CES 2019, January 2019
Discusses changes underway in the technology space and predicts technological trends expected to surface in 2019.
News
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07 January 2019
HSBC, the financial-services giant, believes that using robots in bank branches can help fuel interest in the retail arm of its business, as well as driving other benefits for its brand.
News
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07 January 2019
Thirty-second ad slots are reported to be selling for upwards of $5m at Super Bowl LIII, which is expected to generate around $500m for CBS, similar to the sum achieved last year by NBCUniversal.
News
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04 January 2019
Big data, and lots of it, is pushing and pulling consumers in two different directions, according to Natasha Hritzuk, VP of Consumer Insights at Turner, the media company.
Article
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Nick Geoghegan, Admap, January 2019
Outlines the insights gleaned from interviews with several DTC challenger brands as well as brand consultancy eatbigfish's own experience of working with challenger brands.
News
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03 January 2019
Kraft Heinz, the food company, is tapping into the power of “actvertising” to supplement its messaging with tangible actions that can build its brands in meaningful ways.
