Research Paper
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Research on WARC, March 2020
This report looks at consumer purchasing data from across the world as the COVID-19 crisis has unfolded, through to what consumer behavior may look like after it has passed.
Article
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James Gallagher and Christopher M. Smith, International Journal of Market Research, Vol. 62, No. 2, 2020, pp. 139-157
Market research is an indispensable part of an organization's ability to understand market dynamics. Over the past 20 years, data collection and analysis through Knowledge Discovery through Databases (KDD) has arisen to supplement the traditional methods of surveys and focus groups.
News
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30 March 2020
Amid reductions in both spend as well as placing around the topic of COVID-19, digital advertising is being hit hard, with knock-on impact on news sites and the broader ecosystem.
News
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27 March 2020
Hugging, kissing and holding hands are all a no-no in the physical world now, as people keep their distance to prevent further spread of the coronavirus, habits that appear to be spilling over into digital advertising imagery.
News
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26 March 2020
Williams-Sonoma, a retailer that plays in categories likes home furnishings and kitchenware, believes that prior efforts to strengthen its in-house advertising capabilities are helping it to react at speed to COVID-19.
News
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25 March 2020
Consumer research is of heightened importance to brands responding to COVID-19, and new technologies can potentially help marketers glean deep insights about their audiences in a rapidly changing environment.
Research Paper
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GlobalWebIndex (GWI), Research on WARC, March 2020
Details data collected by GlobalWebIndex between March 13-16th in the US and UK, dedicated to the travel andtransportation industries in the coronavirus outbreak.
Article
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Stephen Whiteside, WARC Exclusive, March 2020
Williams-Sonoma, a retail group active in the furniture, homewares and appliances categories, is aiming to evolve as COVID-19 transforms the demand pattern in these industries.
Research Paper
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GlobalWebIndex (GWI), Research on WARC, March 2020
Details data collected by GlobalWebIndex between March 5-12 in the US and UK regarding the coronavirus outbreak, which is causing fluid and unpredictable changes to our day-to-day lives, and businesses everywhere are understandably worried about the impact it will have on them.
News
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24 March 2020
The golden rule of advertising is to be where the eyeballs are, but it seems that at a time when many respected publishers are seeing a surge in news-hungry visitors to their sites, they find themselves unable to monetize the traffic.
Article
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Geoffrey Precourt, Event Reports, ARF Coronavirus Virtual Town Hall, March 2020
The spread of Coronavirus is placing unique demands on marketers, and will demand a nuanced combination of short-term and long-term thinking.
News
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24 March 2020
Darden Restaurants, the owner of out-of-home dining chains including Olive Garden and LongHorn Steakhouse, is looking to enhance its delivery capabilities in response to COVID-19 – and will focus its ads on this area, too.
Article
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Stephen Whiteside, WARC Exclusive, March 2020
Darden Restaurants, the owner of chains like Olive Garden and LongHorn Steakhouse, is seeking to adapt to the significant challenge to its business that are posed by COVID-19.
News
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23 March 2020
With established brands and businesses facing challenges from digitally enabled disruptors, it’s become ever-more important for them to innovate at speed, ideally while maintaining quality and lowering costs; Henkel, the German consumer goods ...
Opinion
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Cathy Taylor, March 2020
Amid the profound changes the last week has brought, there are signs of adjustment from brands, media, and among consumers – Cathy Taylor surveys the situation.
News
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19 March 2020
Traditional assumptions about how and why users and non-users of a brand consume that brand’s advertising have been challenged by a new eye-tracking study comparing attention levels and recall among different consumer groups.
News
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19 March 2020
General Mills, the food manufacturer, is ensuring that its marketing strikes an “appropriate tone” in response to COVID-19, and believes that a continued media presence can provide a much-needed feeling of normality for consumers.
News
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18 March 2020
A low-cost brand like Spirit Airlines may be better placed to deal with the challenges of COVID-19 than higher-priced rivals, according to Ted Christie, the company’s chief executive.
News
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18 March 2020
Car manufacturer Ford is pulling all ads marketing its vehicles in the US, and replacing them with spots that stress how the company is responding to the coronavirus.
Rankings
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WARC Effective 100, 2020
Xbox, Microsoft’s gaming brand, introduced the Xbox Adaptive Controller in the US to make gaming inclusive to all.
Rankings
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WARC Effective 100, 2020
Government agency Tourism Australia launched a fake Crocodile Dundee film to make Australia top of mind for high-value US travellers.
Rankings
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WARC Effective 100, 2020
Tide, a laundry detergent brand, became the most loved brand of the Super Bowl by hijacking popular ads with the message that if there are clean clothes, it's got to be a Tide ad.
Rankings
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WARC Effective 100, 2020
Mucinex, the cold and flu medicine brand, connected with Americans by calling them out for getting ‘sick’ the day after the Super Bowl.
Rankings
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WARC Effective 100, 2020
National Down Syndrome Society, a non-profit supporting people with Down syndrome, helped introduce a law promoting respect and inclusivity of people with Down syndrome through a live dining event in the US.
News
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16 March 2020
The coronavirus pandemic is currently the top issue of concern for people, companies and governments alike, but what are consumers most worried about and how is their behaviour changing? A new survey of more than 4,500 consumers in the US and UK ...
