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The science of effective media: How to improve ROI from media investment

Article • Claire Fenner and James Dixon, WARC Exclusive, September 2021

Atomic 212° founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying, with a focus on the importance of deploying a scientific process of hypothesis, test, learn, document and repeat.

19% of B2B marketing budgets go to advertising

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of B2B marketing budgets.

Architecting the future of marketing in APAC: The use of mobile in the digital marketing mix

Data • WARC Data, September 2021

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.

How APAC marketers can encourage a business-wide reverence for brand

Article • Josie Tutty, Event Reports, B2B Leaders Virtual Forum Asia, August 2021

There are some ways that marketers can ensure “brand” gets the respect it deserves, according to the marketing chiefs of Experian, The Wall Street Journal and Allied World Insurance.

August maintains strong recovery in marketing budgets

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of global marketing budgets by region between January and August 2021.

The WARC Guide to conscious media investment

Article • WARC Best Practice, September 2021

A summary of new thinking and best practice on conscious media investment.

When brands go dark: Examining sales trends when brands stop broad-reach advertising for long periods

Research Paper • Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 247-259

Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.

Global Marketing Index: August 2021

Data • Zoe McCready, WARC Data, August 2021

This article summarises the results of the Global Marketing Index for August 2021, when the rates of growth for marketing budgets and trading conditions began to stabilise globally.

From upper-funnel campaigns to competitor ads and the ‘halo effect’: Analytic Partners outlines ten insights to boost marketing effectiveness

Article • Stephen Whiteside, Event Reports, ARF DATAxSCIENCE, June 2021

Analytic Partners, a data analytics consultancy and tech firm, has drawn on a vast dataset, covering around 45 nations, to identify several drivers of marketing effectiveness.

Marketing budgets now just 6.4% of revenue

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of marketing budgets as a share of total revenue.

Radio budgets growing after steep cuts last year

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of global marketing budgets by medium between January and July 2021.

Global Marketing Index: July 2021

Data • Zoe McCready, WARC Data, July 2021

This article summarises the results of the Global Marketing Index for July 2021, when long term growth across marketing budgets and trading conditions was evident across all regions.

Over 80% of ad execs want to take more control of their media spend

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of the advertiser strategies currently being pursued.

GroupM’s five pillars of responsible media investment

Article • Ben Bold, Event Reports, Lions Live, June 2021

Brands need to reflect their values when making decisions about their media spend, or else risk suffering from profound reputational consequences.

Out-of-home budgets see growth for first time since COVID-19

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of global marketing budgets by medium between January and June 2021.

Global Marketing Index: June 2021

Data • Zoe McCready, WARC Data, June 2021

This article summarises the results of the Global Marketing Index for June 2021, when global marketing budgets and trading conditions continued to show highest rates of growth.

Australia Effie analysis demonstrates power of mental availability, excess share of voice, and adjusting for attention

Article • Sam Peña-Taylor, WARC Exclusive, July 2021

This article outlines research focused on the Advertising Council Australia’s Effectiveness Database which addressed vital marketing metrics like mental availability, excess share of voice and attention.

Five lessons 2020 taught marketers about successful online events

Article • Sean Hargrave, Event Reports, Advertising Week Europe, May 2021

The world may be emerging from lockdowns but it won’t be returning to the sort of business events the pandemic stopped; virtual and hybrid (a mix of physical and online) events will dominate the next 12 months according to LinkedIn.

Are we leaving the ‘brand age’?

Opinion • David Tiltman, June 2021

Today WARC publishes a new white paper on the future of brand. Head of Content David Tiltman outlines the thinking behind it and invites participation in the debate.

Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.

Data privacy is the main barrier to mobile marketing growth

Data • Rob Clapp, WARC Data Points (Curated), June 2021

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

State of the industry 2021: Mobile marketing in EMEA

Data • WARC Data, June 2021

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.

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 (Curated), 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.

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.
Rethinking brand for the rise of digital commerce

Article • WARC Exclusive, June 2021

This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
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 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.
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:
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.