News
•
02 December 2020
With media budgets tight in many markets, a new WARC report highlights the sort of innovative strategies, that, post-pandemic, brands can use to facilitate talking points and grab attention as well as drive PR and social engagement.
Data
•
Zoe McCready, WARC Data, November 2020
This article summarises the results of the Global Marketing Index for November 2020, when the Headline GMI and the global index for marketing budgets maintained growth.
Article
•
Nick Liddell, WARC Exclusive, December 2020
Also known as the 80/20 rule, the Pareto principle is named after French-Italian economist Vilfredo Pareto, who observed that 80% of Italy’s land was owned by 20% of its population.
Research Paper
•
Bill Harvey, Audrey Steele, Lloyd Darbonne, James Fennessy and Alan Li, ARF Experiential Learning, November 2020
Reports the findings of a study that determines if the national time series methodology brings back valuable incremental information and compares ad media investment trends to the apparent Return on Adspend (ROAS) effects of each media type.
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:
News
•
27 November 2020
Investment into market research in the UK has been on a downward trajectory for at least five years, but COVID-19 has made the situation much worse, causing planned spending on the discipline to plunge.
Opinion
•
Alex Brownsell, November 2020
Advertisers like Procter & Gamble and Visa have adapted their approach to sponsorship to meet post-pandemic consumer needs, writes WARC’s Alex Brownsell.
News
•
25 November 2020
Stock markets may have reacted with glee to the news that COVID-19 vaccines are on the way, but most business leaders are a great deal less sanguine, according to new research from Kantar.
Article
•
McKinsey & Company, Research on WARC, November, 2020
Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.
Article
•
WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
•
WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Opinion
•
Jenny Chan, November 2020
As one of the key players in the digital transformation space, IBM has adapted quickly to the new demands and needs of its COVID-impacted customers. Gill Zhou ( Chief Marketing Officer of Asia Pacific, Chief Marketing Officer and General Manager of Digital Sales for Greater China) speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about being agile in a crisis, delivering digital experiences and the importance of presence and empathy in marketing.
Opinion
•
Anna Hamill, November 2020
With events and the hospitality industry hit hard by COVID-19, alcohol brands were some of the most affected. Marcel Marcondes, US Chief Marketing Officer at Anheuser-Busch InBev – the world’s largest beer brewer – speaks to WARC’s Anna Hamill for the Marketer’s Toolkit 2021 about creativity in a crisis, relying on real-time insights, and the new consumption occasions that will define 2021.
News
•
09 November 2020
TV advertising volumes in India reached a five-year high in the week to October 30, according to the latest data from the Broadcast Audience Research Council India.
Article
•
Brand Finance, WARC Exclusive, November, 2020
The term ‘brand’ is used differently by different people to encompass a relatively
broad range of assets.
Article
•
WARC Exclusive, November 2020
Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.
Article
•
Sam Peña-Taylor, Event Reports, Lions Live, October 2020
The CMO of US apparel company Levi Strauss explores lessons from the pandemic and where the brand goes next.
Data
•
Zoe McCready, WARC Data, October 2020
This article summarises the results of the Global Marketing Index for October 2020, when the Headline GMI and the global index for marketing budgets came back into growth.
Data
•
Zoe McCready, WARC Data Points, October 2020
An overview of mobile's share of marketing budgets in APAC between 2019-2020.
Data
•
WARC Data, October 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Opinion
•
Anna Hamill, October 2020
As one of the world’s leading marketers, Marc Pritchard, chief brand officer at Procter & Gamble, is driving a transformational agenda of equality and transparency. He speaks with WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 on reinventing brands post-COVID, prioritising media transparency, and pursuing accountability on diversity.
Article
•
Stephen Whiteside, Event Reports, Lions Live, October 2020
A “small-budget fallacy” is encouraging marketers with limited resources to ignore the main drivers of effectiveness when formulating their strategies.
Data
•
WARC Data, October 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
News
•
13 October 2020
With brands around the world disrupted by the coronavirus pandemic, and marketing budgets being squeezed, a major new study has identified a new group of Chief Marketing Officers who are pioneering the fight for recovery.
Article
•
ARF Knowledge at Hand, March 2020
Argues through the examination of 40 related studies that it is important to maintain advertising investment while in an economic recession.
