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Four key attributes of an award-winning marketing campaign

Opinion • Guy Hanson, December 2020

Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.

The future of retail: Looking back to go forward

Article • Jenn Szekely, WARC Exclusive, November 2020

This article explains how analog approaches such as hand written notes and print catalogs can make the difference to customers in an increasingly e-commerce world.

How to stand out at the DMA Awards – a judge’s perspective

Opinion • Laura Jordan Bambach, November 2020

Ahead of tonight’s virtual event announcing the first set of winners in the 2020 DMA Awards, Laura Jordan Bambach reflects on this year’s judging process.

Lighthouse Centre for Wellbeing: Unspoken, uae

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Channel Integration, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

Zillow Group: Best of Zillow

Case Study • ARF Ogilvy Awards (US), Silver, 2020

The Zillow Group, an online real estate company, increased brand awareness and boosted brand perception in the USA with its Best of Zillow campaign.

Certis: Our response to COVID-19 in Singapore

Case Study • SABRE Awards, APAC, Crisis Management, Gold, 2020

Certis, a security brand, responded swiftly and effectively to developments in the COVID-19 situation in Singapore.

Becton Dickinson: Change Enablers - Organizational Fitness Program - Employee Engagement

Case Study • SABRE Awards, APAC, Medical Technology, Gold, 2020

Becton Dickinson (BD), a US-based medical tech company, aimed to spark behavioural changes among employees by encouraging them to internalise positive character traits and put them into action.

Bayer: Stay Well - Fique Bem

Case Study • SABRE Awards, LATAM, Diamond, 2020

Bayer, a pharmaceuticals company, launched a new internal communication channel during the Coronavirus pandemic to better support its Brazilian employees and encourage them to look after their physical and mental health.

United Kingdom, Direct Mail advertising expenditure

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of total direct mail advertising spend in the United Kingdom since 2011.

Brands’ marketing texts and emails set to rocket

News • 27 October 2020

We’re going to see more marketing messages in our inboxes, along with more texts and push notifications from brands next year than ever before, according to Forrester Research.

Unlocking the value of direct-to-fan for Formula 1

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.

Direct Mail and Door Drops rack up record life spans

News • 18 August 2020

While Direct Mail and Door Drop volumes in the UK have declined during the pandemic crisis, more time spent at home has seen double digit increases in how much consumers are interacting with and sharing their mail and consequently the length of time

New Zealand, Direct Mail advertising expenditure

Data • Cinzia Petio, WARC Data Points, August 2020

An overview of total direct mail advertising spend in New Zealand since 2011.

Formula 1: Putting fans at the heart of Formula 1

Case Study • Marketing Society, The Brave Awards, Winner, Relationship Marketing, 2020

Formula One (F1), the highest class of international single-seater auto racing, created a fan engagement programme that better-connected with them through a drama series that featured each race as the next episode in an unmissable saga.

Lighthouse Centre for Wellbeing: unspoken, uae

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

UAE-based community mental health and wellness clinic the Lighthouse Centre for Wellbeing devised a creative platform that encouraged people struggling with mental health issues to speak up.

Indeed: Tick Tock Till Bedtime

Case Study • SABRE Awards, Gold, EMEA, 2020

Indeed, an employment search engine, promoted its brand among UK parents by creating a bedtime story in print and on social which celebrated flexible working and making it home for their children's bedtime.

Five key trends from the Reuters Institute Digital News Report 2020

News • 17 June 2020

Oxford University’s Reuters Institute for the Study of Journalism has surveyed more than 80,000 people in 40 markets to understand key trends affecting the news business for its latest report – here’s what you need to know.

Only half of US ad buyers are confident about their H2 2020 budgets

Data • Rob Clapp, WARC Data Points, June 2020

An overview of advertising spend by medium and budget confidence in the United States in the second half of 2020 and 2021.

You've got mail: Communicating with customers in tough times

Opinion • David Fallarme, June 2020

Hubspot's David Fallarme outlines how brands can and have leveraged email marketing to engage with consumers actively seeking information, pointing out that not every email has to start with “we know this is a trying time".

Poor email deliverability hits the bottom line, say marketers

News • 04 June 2020

New research reveals that 91% of marketers believe poor email deliverability has a negative financial impact on their business, with 8% saying the effect was severe.

Email marketing sees performance boost during COVID-19

Data • Rob Clapp, WARC Data Points, May 2020

An overview of email marketing performance during the novel coronavirus (COVID-19) outbreak.

Coty’s Philosophy faces post-COVID-19 market with new confidence in e-commerce

Article • Geoffrey Precourt, WARC Exclusive, May 2020

Philosophy, a skincare and cosmetics brand owned by Coty, has found e-commerce opportunities in the COVID-19 crisis that will last beyond the pandemic.

COVID-19 to cut UK advertising by 16.7% in 2020

Data • James McDonald, WARC Data Points, May 2020

An overview of forecast UK advertising expenditure by medium in 2020 as a result of the novel coronavirus (COVID-19) outbreak.

COVID-19 brand discovery highest on social and TV

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of brand and product discovery in the UK and US during the novel coronavirus (COVID-19) outbreak by age, gender and shopper segment.

COVID-19 cuts traditional adspend by 39%, digital by 33%

Data • Rob Clapp, WARC Data Points, April 2020

An overview of advertising spend intentions in the United States by medium and format during the novel coronavirus (COVID-19) outbreak.

Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
Re-evaluating media

Research Paper • Ebiquity, March 2018

Details the findings from a study by Ebiquity that looks at re-evaluating media decisions to optimise advertising budgets.
How does effectiveness vary by media channel?

Article • 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.
The future of retail: Looking back to go forward

Article • Jenn Szekely, WARC Exclusive, November 2020

This article explains how analog approaches such as hand written notes and print catalogs can make the difference to customers in an increasingly e-commerce world.
5 Trends in B2B Email Marketing

Article • David Ward, ANA, B2B Marketer, January 2019, pp. 0-0

Marketers are using five trends in B2B email marketing to boost deliverability rates and increase automation.
Email marketing sees performance boost during COVID-19

Data • Rob Clapp, WARC Data Points, May 2020

An overview of email marketing performance during the novel coronavirus (COVID-19) outbreak.