Article
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Elizabeth Cherian and Jeremy Pounder, WARC Best Practice, July 2017
This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.
Article
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Rishad Tobaccowala, WARC Exclusive, June 2020
This is an excerpt from the opening chapter of Restoring the Soul of Business: Staying Human in the Digital Age by Rishad Tobaccowala (HarperCollins Leadership, 2020), which discusses how the key to successful transformation in any organization lies between human intuition and data-driven insights.
Article
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WARC Best Practice, June 2020
Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.
News
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04 June 2020
A major new study into what Australia’s Gen Z are really like reveals that this group of 14-to-24 year-olds are probably the least radical young people for generations.
Article
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WARC Best Practice, May 2020
Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.
Article
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Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020
With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
Article
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WARC Best Practice, April 2020
With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.
News
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29 April 2020
As China emerges from its COVID-19 crisis, there are optimistic signs for the luxury sector, but observers don’t expect it to return to business as usual and some are touting an enhanced role for artificial intelligence as the category shifts ...
Article
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WARC Exclusive, April 2020
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
News
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21 April 2020
The changing roles of influencers and artificial intelligence are among the trends identified in the WARC Media Strategy Report 2020, which highlights key themes for an effective media strategy.
News
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15 April 2020
French ad giant Publicis has announced plans to save €500 million in costs by cutting salaries and halving dividends, while at the same time accelerating the rollout out of its AI platform, Marcel, in the US. The world’s third-biggest ad ...
Article
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Nikki Mendonça, WARC Exclusive, April 2020
For brands looking to drive increased effectiveness of their marketing activities, it’s vital to understand the new rules of brand experience.
Opinion
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Alex Wilman, April 2020
The use of artificial intelligence in marketing is at a tipping point, suggests Alex Wilman. It’s important brands understand what consumers will and won’t tolerate.
Article
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Joy Bhattacharya, WARC COVID-19 Series, April, 2020
AI-driven embedded marketing can help SVOD providers to monetise content, and enable brands to reach consumers in environments where conventional advertising is not possible.
Opinion
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Irene Joshy, March 2020
Artificial intelligence occupies a contradictory place in the advertising imagination: at once a potential creative catalyst while also threatening sameness – Kantar’s Irene Joshy explores this evolving landscape and what it means for creativity.
News
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16 March 2020
The global pharma company GSK looked to the lead users of its cold and flu products to understand a range of possible innovations, both in terms of improvements and more radical leaps using a modern version of a tested technique.
Article
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WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Article
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Ian Edwards, WARC Exclusive, March 2020
Ian Edwards, planning director, Northern Europe, Facebook writes that machine learning will ultimately replace the need for segmentation and manual targeting.
Article
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Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
GSK, the global pharma company, and Ipsos, the research company, explore what innovations are emerging from lead users to shape comms and new products.
Article
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Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020
General Motors, the automaker, is aiming to blend digital data with a human-focused strategy in reaching consumers.
Opinion
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Brian Carruthers, February 2020
Better, faster, cheaper research may be possible after all – Brian Carruthers takes the industry’s pulse at Qual360 Europe .
News
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18 February 2020
The slow death of the third-party cookie means that contextual targeting will become increasingly important – and marketers should use the insights they generate from current cookie data to inform their future contextual strategies, an industry ...
Article
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Geoffrey Precourt, Event Reports, CES, January 2020
Microsoft, the tech giant, is seeking to build differentiation around the values that guide its customer experience and wider strategy.
Article
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Ben Plomion, WARC Best Practice, February 2020
Contextual advertising, one of the first forms of ad targeting in both the off and online worlds, is something marketers need to take a renewed look at.
News
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21 January 2020
Google’s CEO, Sundar Pichai, took to the opinion pages of the Financial Times to get the trillion-dollar company on the front-foot of any rules governing AI, and promising to be a “helpful and engaged partner” – here’s what we know.
