Why corporate morality will define the next step in the evolution of digital marketing

James Coulson

Why marketers should prioritise media quality over efficiency.

Historical events always rewire human behaviours and attitudes, with inevitable implications for business. The global financial crash of 2007–2008 created huge socio-economic and political change. Years of austerity followed, along with hardened attitudes and behaviours reflecting tough economic times.

In the media and advertising industry, austerity focused brands attention on ROI. This altered mindset turbo-charged the inexorable rise in investment in measurable digital media, stimulating in turn the then-nascent programmatic media technology scene and increased the impetus behind the commercialisation of digital platforms.

Without sounding too insensitive to the massive societal and human cost it has wreaked, the COVID-19 pandemic...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands