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Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 192-211

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

TV and OOH budget recovery accelerated in May

Data • Rob Clapp, WARC Data Points, June 2021

An overview of global marketing budgets by medium.

Global Marketing Index: May 2021

Data • Zoe McCready, WARC Data, May 2021

This article summarises the results of the Global Marketing Index for May 2021, when global marketing budgets maintained highest ever rates of growth.

What we know about advertising in a recession

Article • WARC Best Practice, May 2021

Explores advertising in a recession through the evidence available in the WARC archives and beyond. Typically, recessions cause businesses to rein in advertising spend in the short term, a mistake, that can cause long-term damage to a brand.

Ad budgets growing at strongest rate on record

Data • Rob Clapp, WARC Data Points, May 2021

An overview of global marketing budgets according to WARC Data's Global Marketing Index.

Global Marketing Index: April 2021

Data • Zoe McCready, WARC Data, April 2021

This article summarises the results of the Global Marketing Index for April 2021, when global marketing budgets and staffing levels saw the highest ever rates of growth.

What we know about low-budget marketing

Article • WARC Best Practice, April 2021

Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.

WARC Talks: Digital rent and digital availability

Article • Grace Kite and Gemma Spence, WARC Exclusive, April 2021

WARC talks digital rent and digital availability with Grace Kite, founder of Gracious Economics, and Gemma Spence, chief commerce officer at PHD Media.

Advertising in a recession

Article • Peter Field, Research on WARC, April 2021

Looks at how to advertise during an economic downturn.

The 5 principles of growth in B2B marketing: Empirical observations on B2B effectiveness

Article • Research on WARC, April 2021

Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.

What's working in channel integration

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in channel integration.

Global Marketing Index: March 2021

Data • Zoe McCready, WARC Data, March 2021

This article summarises the results of the Global Marketing Index for March 2021, when all regions came back in growth for staffing levels.

What stops a marketing budget being seen as a cost in 2021?

Opinion • Mike Colling, March 2021

What if you, as a CMO, were able to show not only how much revenue your marketing investment will deliver, but when? Mike Colling explains how you can.

Omnichannel in B2B sales: The new normal in a year that has been anything but

Article • Research on WARC, March 2021

McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround – rather, it is a critically important fixture for B2B sales globally.

Global Marketing Index: February 2021

Data • Zoe McCready, WARC Data, February 2021

This article summarises the results of the Global Marketing Index for February 2021, when the index for staffing levels came back into growth for the first time since February 2020.

How 2020 altered the TV landscape

Opinion • Virginie Lannevere, February 2021

Will 2020 – with its ups and downs, its re-shuffling of possibilities and consumer behaviour under the constraints of lockdowns, semi-lockdowns and other curfews – have permanently changed media investment in TV? Or its effectiveness? Virginie Lannevere of Analytic Partners doubts it.

Trends of the month: TikTok, effective budgets and new Muslim consumers

Opinion • Rob Clapp, February 2021

This month: How TikTok is setting up for shopping success in 2021, what the long-term trends in budget effectiveness are, and how brands are failing to engage new Muslim consumers.

Six martech trends to watch in 2021

Opinion • Anurag Gupta, February 2021

With martech now seen as a key component for recovery, leaders need take into consideration how its deployment should impact the way the business operates across all functions and levels, writes Anurag Gupta.

How national chains can significantly improve ad performance through hyperlocal campaign optimizations

Article • Jay Friedman, WARC Best Practice, February, 2021

Examines how hyperlocal campaign optimizations, with fine-tuned attention to potential buyers that move away from assumptions, can result in campaign effectiveness and efficiency.

Five inconvenient truths about client–agency partnerships in 2021 and how to fix them

Article • Bruno Gralpois, WARC Exclusive, February, 2021

This article examines the increased tension in client–agency relationships amid the COVID-induced recession, and how to make 2021 an opportunity to renew and refresh these partnerships.

Don’t stop me now: Why brands should continue to make their voice heard

Opinion • Mark Inskip, February 2021

It’s as tough a time as it ’ s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip.

Global marketing industry begins to recover

News • 29 January 2021

The global marketing industry suffered disruption and decline in 2020 because of the pandemic, but ended the year with a return to growth, according to an annual review of WARC’s Global Marketing Index (GMI).

Global Marketing Index: January 2021

Data • Zoe McCready, WARC Data, January 2021

This article summarises the results of the Global Marketing Index for January 2021, when the Headline GMI and the global index for marketing budgets show stabilising rates of growth.

Three-quarters of UK firms will boost market research budgets

News • 22 January 2021

Three-quarters (74%) of businesses in the UK intend to increase their marketing research budgets this year to improve their reach to potential customers, according to a new survey from Stravito, the consumer insights platform.

GMI indicates collective approach to pandemic paid off in APAC

News • 22 January 2021

During 2020, WARC’s Global Marketing Index saw the strongest recovery in the APAC region, reflecting the success of the measures taken to reduce rates of COVID-19.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include: