Article
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WARC Best Practice, March 2019
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.
Article
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Ruth Saunders, WARC Best Practice, November 2017
As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
Article
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WARC Evidence, March 2020
Helps marketers justify marketing investment to the c-suite by looking at the types of campaigns that are most profitable, the consequences of cutting budgets and how to command a price premium.
News
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24 March 2020
UK broadcaster ITV has announced it will slash its programme budget this year, as well as cut other spending and not pay a 2019 dividend in a total savings package worth at least £300m.
Article
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WARC Best Practice, March 2020
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.
News
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17 March 2020
A survey by the International News Media Association (INMA) has found that 62% of news media companies are already reporting a sudden fall off in advertising due to COVID-19.
Article
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MediaSense, WARC Exclusive, March 2020
An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
News
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12 March 2020
A £12bn stimulus to cushion the expected effects of the coronavirus outbreak was the main feature of yesterday’s UK Budget, which was given a cautious welcome by advertising industry leaders.
News
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11 March 2020
Brands face an “existential crisis” as the implementation of marketing technology poses various challenges ranging from wasted spend to the possible erosion of consumer trust.
Data
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Zoe McCready, WARC Data, February 2020
This article summarises the results of the Global Marketing Index (GMI) for February 2020, when Europe's headline GMI growth rate slowed.
Research Paper
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Harlan E. Spotts, Marc G. Weinberger, and Michelle F. Weinberger, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 104-116
This study focuses on the effects of different marketing-communications tools on company performance, namely how advertising-execution quality, media spending, and sales promotions differentially influence changes in sales revenue.
Article
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Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 87-103
The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.
News
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24 February 2020
India-born digital payment companies PhonePe and Paytm plan to spend a combined Rs 2,000 crore (US$278m) on marketing this year, according to top executives at these firms.
News
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17 February 2020
Consumer goods giant Kraft Heinz plans to slash the number of creative and design agencies it works with by half, although the company also intends to increase its media spend by 30% in support of its leading brands.
News
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04 February 2020
With an estimated 2019-20 GDP growth of 5%, at an 11-year low, India’s budget for 2020 featured modest initiatives to aid digital connectivity and capture new tax revenues from e-commerce platforms.
Data
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Zoe McCready, WARC Data, January 2020
This article summarises the results of the Global Marketing Index (GMI) for January 2020, where the index for marketing budgets has been in decline since June.
Article
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Neil Hopkins, Admap, February 2020
As the cost of activation increases, brands should apply a creative lens to sponsorship programmes.
News
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30 January 2020
News of the streaming giant’s strategy shift toward a whole-brand offer reflects how commercial realities are colliding with the creative bar Netflix has set – casualties are expected.
News
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15 January 2020
December’s clear general election result appears to have eased marketers’ concerns and renewed optimism about the year ahead, according to the latest IPA Bellwether Report.
Article
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David Dixon, Sebastian Shapiro and Nicole Wolf, WARC Exclusive, January 2020
Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
Article
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Biprorshee Das, WARC Exclusive, January 2020
Marketers in India are under more pressure to make a difference in achieving business objectives – cohesive strategy takes precedence over short-term tactics.
Data
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Zoe McCready, WARC Data, December 2019
This article summarises the results of the Global Marketing Index (GMI) for December 2019, where the headline GMI growth rate has been in decline since July.
News
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20 December 2019
Hong Kong’s media industry is grappling with the impact of the on-going protests, as brands delay promotional activities and rein in spending amid continued uncertainty.
News
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19 December 2019
The WARC Global Marketing Index (GMI) provides a unique monthly indicator of the state of the global marketing industry, by tracking current conditions among respondents.
Data
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Zoe McCready, WARC Data, November 2019
This article summarises the results of the Global Marketing Index (GMI) for November 2019, when the headline GMI growth rate slowed its rate of decline as Europe remains in growth.
