Article
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WARC Best Practice, February 2018
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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Amy Rodgers, Sophie Harding, Steve Lok and Damian Ryan, WARC Webinars, October 2018
Steve Lok, global head of Martech at The Economist, Sophie Harding, trends and insights director at Mindshare, and Damian Ryan, partner at Moore Stephens, discuss findings from the recent Martech Report.
Article
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Emma Pengelly, Event Reports, IAB UK Digital Upfronts: JCDecaux, October 2018
A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.
Article
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WARC Evidence, November 2018
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.
Opinion
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Sam Peña-Taylor, October 2018
Marketing leaders have a responsibility to invest in the best possible media mix, but that is never easy.
Article
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WARC Evidence, October 2018
Discusses the techniques marketers can use to estimate the likely impact of marketing activity.
Article
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WARC Evidence, October 2018
Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Article
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WARC Evidence, October 2018
Addresses the complex question of how much you should invest to ensure effectiveness by providing key evidence based on findings from successful case studies.
News
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26 October 2018
The share of adspend taken by digital media has a discernible positive relationship with company value, albeit only to a certain point, according to a study published in the Journal of Advertising Research (JAR).
Article
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Les Binet and Peter Field, WARC Webinars, October 2018
Les Binet, head of effectiveness at adam&eveDDB, and Peter Field, marketing consultant at Peter Field Consulting, share their new paper "Effectiveness in Context", which was launched at IPA Eff Week.
News
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17 October 2018
Total marketing budgets rose in the third quarter of 2018, but by the weakest extent in almost three years, the latest data reveals.
Research Paper
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Nazrul I. Shaikh, Mahima Hada, and Niva Shrestha, Journal of Advertising Research, Digital First, September 2018
Companies have been increasing their investments in digital-video advertising at the expense of television advertising.
News
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24 September 2018
Brands and agencies are greatly increasing the budgets they allocate for marketing technology and almost a quarter of total budgets are now dedicated to this area according to a new study by WARC and Moore Stephens.
Article
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Judy Ma and Brian Du, Journal of Advertising Research, Vol. 58, No. 3, 2018, pp. 326-337
As companies continue to shift advertising expenditures toward digital-media channels, the benefits of digital advertising (adaptability of content, more efficient consumer targeting, and higher reach per dollar) must be weighed against the opportunity cost (forgone synergy between digital and traditional advertising).
News
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31 August 2018
NORTH CAROLINA: American marketers are pushing ahead with digital spending, while failing to dedicate as much thought to the wider societal picture, according to a new survey.
Data
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WARC Data, August 2018
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.
Data
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WARC Data, August 2018
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.
News
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08 August 2018
LONDON: Mobile has already established itself as an important part of the marketing mix but a new WARC report indicates there is more to come as marketers embed formal mobile strategies and begin to exploit the possibilities of the Internet of ...
Data
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WARC Data, August 2018
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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03 August 2018
SINGAPORE: Brand marketing leaders are generally optimistic about increased budgets in the next year, with growing digital media spend and in-house capabilities top of mind for many, according to a new survey by agency network Dentsu Aegis.
News
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02 August 2018
CANNES: Diageo, the alcoholic drinks manufacturer, has seen impressive results having built a marketing effectiveness tool that offers granular insights into the impact of its communications.
Article
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Millward Brown Knowledge Point, July 2018
Analysis of Kantar Millward Brown's data indicates that brands can "go dark" – i.e. stop or suspend TV advertising – for six months or so with little deleterious effect.
Article
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Geoffrey Precourt, Event Reports, ANA Advertising Financial Management Conference, April 2018
TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.
News
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23 July 2018
BRUSSELS: About two-thirds (65%) of multinational brands plan to increase their spending on influencer marketing over the next 12 months, but they will do so only where standards on transparency are met, a new global report has found.
