Article
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WARC Best Practice, August 2020
Provides marketers with information and guidance about using native advertising.
Article
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Rebecca Lieb, WARC Best Practice, October 2017
This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.
Article
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Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020
US magazine publisher Meredith adopts an outcomes-based approach to branded content partnerships.
News
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17/09/2020
Livestreaming is entrenched across Asia, driving sales in Southeast Asia’s recent 9.9 Super Shopping Day and even forming part of government policy in China; with Amazon and Facebook also exploring livestream shopping opportunities, brands ...
News
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16/09/2020
The phrase ‘new normal’ has quickly become hackneyed and near meaningless, but people’s behaviours have changed and a more productive way of thinking may be around ‘new traditions’.
News
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11/09/2020
Entertainment brands that partner with gaming properties can generate great PR and a positive halo for the brand in the short term, while also shifting long-term brand perception, says a Havas executive.
News
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11/09/2020
Brands using native ads to spread the word about their corporate social responsibility (CSR) efforts need to make sure they avoid a focus on promotional messaging, a study in the Journal of Advertising Research (JAR) has found.
Article
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Pete Lin, WARC Exclusive, September, 2020
A seven-step guide to creating effective livestream commerce content.
News
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08/09/2020
Target, the retailer, seeks to focus on relevance as much as avoiding risk in formulating messages that it believes can break through with its target audience.
Article
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Funto Debo-Aina, WARC Exclusive, September 2020
Discusses content partnerships between game and non-game entertainment brands.
Article
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Research on WARC, September 2020
Provides regional insights to support brands as a change agent as they redefine their goals now and into the future.
Article
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Research on WARC, September 2020
The collective experience of lockdown inspired people to look for attainable authenticity and focus on productiveentertainment.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers’ (ANA) In-House Agency Conference, August 2020
Target, the retailer, has built an in-house creative shop that is able to take a holistic approach to building its brand strategy.
Article
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Linwan Wu and Holly Overton, Journal of Advertising Research, Digital First, August 2020
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).
News
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11/08/2020
During lockdowns there has been a voracious appetite for good content; a new WARC report shows how a well thought-out content strategy can pay off for brands.
Article
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WARC Exclusive, August 2020
Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
Article
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Dennis Potgraven, WARC Exclusive, June 2020
Already having the largest share of retail in the world, Chinese e-commerce sites have attracted even more new users during the COVID-19 pandemic.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2020
Discusses how brands can engage with people in minority communities by telling good stories through a web series, Carmilla, which proved so popular that it became a movie by Kimberly Clark’s Kotex.
Article
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WARC Category Intelligence, August 2020
Global strategies, campaign updates and trends in the entertainment and media category.
Case Study
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Marketing Society UK, The Brave Awards, Highly Commended, 2020
Dignity Plc, a funeral service provider, increased market share and local presence in the UK by creating a search-optimised website campaign and a content series that answered key questions.
Case Study
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Marketing Society UK, The Brave Awards, Winner, Business to Business, 2020
Diageo, an alcoholic drinks company, pioneered a global digital ecosystem to educate and inspire bar professionals all over the world to increase sales of Diageo brands within their bars.
Opinion
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Diana Lopes, July 2020
The effectiveness of content relies on the context framing it, writes WARC Awards judge Diana Lopes. No one would challenge the importance of creating great content; however, on its own, content has no value.
Opinion
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James Tucker, July 2020
Search for the best content solution that integrates into culture, advises Colenso BBDO’s James Tucker, who worked on the DB Export campaign that took the Grand Prix in the Effective Content Strategy category at this year’s WARC Awards.
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.
Opinion
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Valerie Pinto, July 2020
Thanks to the emotional connections it can build, content has never been more powerful in changing our behaviour, writes Weber Shandwick’s Valerie Pinto.
