Article
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WARC Best Practice, April 2020
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.
News
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22/09/2020
Much attention has been paid to direct-to-consumer (DTC) brands, their disruptive impact on established brands and their seemingly unstoppable growth model.
News
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31/08/2020
To boost GrabFood services in Thailand, the company is investing what it said is the largest amount of marketing budget this year in a new campaign, Free Your Hunger.
Article
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Low Lai Chow, Event Reports, The Drum Can Do Festival , August 2020
The pandemic is changing the ways in which clients and agencies work together.
Opinion
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Dr. Augustine Fou, August 2020
Marketers get little benefit from many adtech offerings, warns Dr Augustine Fou, and they need to pay more attention to what they are buying. CMOs should consider whether they and the marketers in their organization have fallen victim to adtech fraud.
News
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12/08/2020
Half of Australian marketers are withholding their budgeted advertising spend for the rest of the year, according to new research from Ipsos and the Australian Association of National Advertisers (AANA), in a waiting game for more stability around ...
News
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06/08/2020
Democratic nominee Joe Biden’s presidential campaign is aiming to spend heavily on TV ads in the run up to the election and will also utilise 60-second spots, all of which stands in contrast to the Trump campaign.
News
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05/08/2020
Mobile advertising continues to see growth in the UK, despite the impact of COVID-19 on marketing budgets, according to a new WARC report which finds brands looking to engage consumers in a socially distanced world largely through video and social.
News
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05/08/2020
More than £1 billion was taken out of traditional advertising expenditure during the UK’s lockdown period, according to new data from Nielsen which finds that between March 23 and June 30 there was a 48% year-on-year drop in spend.
Data
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WARC Data, August 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article
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Paul Dyson, WARC Exclusive, April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Article
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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.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in audio.
Article
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WARC Category Intelligence, August 2020
Global strategies, campaign updates and trends in search.
News
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30/07/2020
After a 70% reduction in US adspend activities in the COVID-19 shadow, McDonald’s has accrued a “sizable marketing war chest” it intends to invest in the back half of 2020, according to Chris Kempczinski, the QSR’s president and CEO.
Data
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WARC Data, July 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA 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
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27/07/2020
WARC’s Future of Strategy report shows how the vast majority of strategists are witnessing clients decrease spend, with delays or cancellations of work rife – which is changing life for strategists too.
Article
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Moon Young Kang, International Journal of Market Research, Vol. 63, No. 4, 2020, pp. 483-498
When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar.
News
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23/07/2020
Strategists are in more demand than ever as a result of the pandemic, WARC’s 2020 Future of Strategy survey finds, though amid a looming recession, the purpose of the strategist is changing.
Opinion
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Ed Cotton, July 2020
The COVID-19 pandemic has swept around the globe, causing the tragedy of the loss of life and, at the same time wreaked havoc on the economy.
Opinion
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Shann Biglione, July 2020
Shann Biglione explores four themes that will be on many media strategists' minds as they look for ways out of the COVID-19 crisis. Every crisis starts with the same prophecy: this time, it’s different.
Article
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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.
Opinion
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Brent Nelsen, July 2020
While planning around COVID-19, a sports fanatic friend and colleague reminded me what Mike Tyson once said, “everybody has a plan until they get punched in the face.” That sounds about right.
News
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15/07/2020
UK marketing budgets have been slashed to their lowest levels in twenty years as figures in the Q2 2020 IPA Bellwether Report show a dramatic increase in the net balance of firms that have cut marketing budgets: from -6.1% in Q1 to -50.7% in Q2.
