Data
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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.
Opinion
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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.
Opinion
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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.
Article
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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.
Article
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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.
Opinion
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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.
News
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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).
Data
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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.
News
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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.
News
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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.
News
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21 January 2021
As expected, UK marketing budgets continued to decline into Q4 2020, though less sharply than in Q3, but with recovery on the horizon, marketers are echoing consumer sentiments of macro gloom while also being more positive about the prospects for the
Data
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WARC Data, January 2021
This article reviews the results of the Global Marketing Index across 2020.
Opinion
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Alex Brownsell, January 2021
Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.
Article
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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.
Opinion
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Lana Busignani, January 2021
Marketing budgets have been reduced but millions of dollars will still be wasted in 2021 because marketers aren’t measuring the right things – they need to get smarter, says Lana Busignani.
Research Paper
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Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Digital First, December 2020
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.
Data
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Zoe McCready, WARC Data, December 2020
This article summarises the results of the Global Marketing Index for December 2020, when the global index for marketing budgets reached its highest ever levels of growth.
News
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17 December 2020
Successful brands spend 80% of their budgets on TV and digital channels, according to the latest Media Allocation Benchmark report from WARC – a slight dip on the 82% registered in last year’s study.
Data
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WARC Data, December 2020
Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.
Article
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Ryan Dinger, ANA, B2B Marketer, December 2020
The Gartner 2020 CMO Spend Survey found that 73% of the respondents expect the short-term negative impact of COVID-19 to be short-lived whereas the World Economic Forum survey of CEOS, found that 60% believe there will be a U-shaped recession.
Article
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WARC Category Intelligence, December 2020
Global strategies, campaign updates and trends in the tech and electronics category.
News
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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
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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
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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.
Data
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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:
