Innovation & NPD

Article • WARC Best Practice, April 2018

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

How to develop a voice strategy for your brand

Article • Elizabeth Cherian and Jeremy Pounder, WARC Best Practice, July 2017

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Six Asia tech trends brands should know in 2019

Article • Low Lai Chow, WARC Trends, February 2019

Tech trends including voice, image-driven search, biometric customization and AR experiences are set to make a splash in Asia in 2019.

Trends from the Marketer’s Toolkit 2019

Article • David Tiltman and Sophie Harding, WARC Webinars, February 2019

Sophie Harding, trends and Insights Director at Mindshare, and David Tiltman, VP content at WARC, discover the key challenges facing marketers in 2019, derived from the Marketer's Toolkit.

What we know about marketing on Facebook

Article • WARC Best Practice, February 2019

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Voice: technological and consumer considerations for marketers

Article • Alex Wilman, WARC Exclusive, January 2019

Smart speaker penetration is growing fast and represents a major opportunity for brands and marketers, but it is a challenging medium for them to master; research from Northstar offers some pointers.

E-commerce trends: Amazon predictions for 2019

Article • Danny Silverman, Chris Perry, Pete Andrews, Jack O’Leary and Patrick Miller, WARC Exclusive, January 2019

As Amazon continues to shape the e-commerce landscape in many Western countries, Edge by Ascential predicts what 2019 will hold and how brands can respond.

Marketers need to rethink search

News • 16 January 2019

Search marketing has proved to be very effective for brands, which spend more than $100bn a year here, but they need to rethink how they deploy search spend and how they can use it across the path to purchase, a WARC report suggests.

Smart speakers hit screen time

News • 15 January 2019

Smart speaker ownership levels are growing fast and diverting consumer attention from their various screens, according to new research.

Marketer's Toolkit 2019 – The diversification of search

Article • WARC Trends, January 2019

Part of WARC's Marketer’s Toolkit 2019, this report looks at how brands should be treating search and its diversification in 2019.

Tencent launches Xiaowei voice assistant

News • 10 January 2019

Tencent is to launch its own version of a digital voice assistant, in a move being seen as a major shift to expand beyond smartphone use for the WeChat app, The Siri-like assistant could allow the WeChat app to be deployed in smart cars and offer ...

How smart speakers are changing consumer behavior

Article • 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.

Toolkit 2019: WARC's strategic insights for the year ahead

News • 12 December 2018

WARC today released its Marketer’s Toolkit 2019, an annual report outlining the priorities of, and challenges facing, brands in the year ahead and how to address them.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Rexona: Democratising mobility

Case Study • Sumeet Parab, Crisela Cervantes, Jesse Bouman, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Deodorant and antiperspirant brand Rexona used a multifaceted digital strategy to launch an app that solved mobility challenges for the disabled population in Indonesia under its Movement for Movement campaign.

Rexona: Mobile voice pack

Case Study • Oscar Maalihan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2018

Deodorant brand Rexona used NBA star Steph Curry and navigation app Waze to drive relevance and boost engagement in the Philippines.

Mobil 1: Captura La Bestia

Case Study • MMA Smarties, Silver, LATAM, 2018

Mobil 1, a brand of automotive lubrication products, increased the recall of the Mobil 1 brand using a Facebook chatbot in Chile.

Arcos Dorados Comércio de Alimentos Ltda: McBot

Case Study • MMA Smarties, Silver, LATAM, 2018

Fast-food restaurant McDonald's revived its once-popular tray liners in Brazil by making them the means to interact with an engaging Messenger bot.

How do you solve a problem like Cora?

News • 28 November 2018

As Cora, the chatbot developed by RBS, evolves from its text-based origins into a life-like “digital human”, the insight team at the UK bank is on a parallel track searching for appropriate metrics to measure “her” ...

Five trends for 2018 – and what happened next

Opinion • David Tiltman, November 2018

In December 2017, we wrote about what would happen in the next twelve months. WARC’s Head of Content, David Tiltman, looks at how we did ahead of our predictions for 2019.

Showcase: The Wentworth Rat

Case Study • Jack Smyth, WARC Media Awards, Gold, Effective Use of Tech, 2018

Wentworth, an Australian TV programme, used a Facebook chat bot to engage fans and increase live broadcast viewers.

How do you measure a chatbot?

Article • Brian Carruthers, Event Reports, MRS Financial Services Research, November 2018

New channels and new touchpoints may require new measurement methods and those metrics often have to be considered across categories.

A sound presence boosts brand metrics

News • 20 November 2018

Marketers and agencies who overlook sound as a creative tool are often missing out on a crucial dimension of branding, a new report suggests.

Tuning in to sound: The under-used creative resource

Article • Neuro-Insight, Research on WARC, November 2018

Neuro-Insight found a new approach to planning and creative, which uses neuroscience principles tounderstand and harness the impact of sound, in order to boost campaign effectiveness in a changing media landscape.