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Commerce after COVID-19: How to future-proof your brand

Article • Michelle Watson, WARC Exclusive, April, 2021

Advises brands on how to blend in-store and digital commerce experiences to suit post-pandemic consumer needs.

Media strategy through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for media excellence in 2020.

McKinsey report – DTC e-commerce: How consumer brands can get it right

Article • McKinsey & Company, Research on WARC, March, 2021

This report explores how consumer brands can enter the direct-to-consumer (DTC) space.

What we know about addressable TV

Article • WARC Best Practice, March 2021

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

The three tiers of first-party data strength and what they mean for brand’s identity strategies

Article • John Nardone, WARC Exclusive, Spotlight US, March 2021

Looks at brands’ identity strategies, and how to prepare for a cookie-less future, given the current state of each brand’s first-party data.

Predicting the unpredictable

Opinion • Anthony Scriffignano, March 2021

Politicians and business people like to say they’re led by the data, but what happens when things are changing faster than data can be collected ? Anthony Scriffignano has some advice.

Recommendations for commingling set-top box data and Smart TV ACR Data

Article • Jane Clarke, Howard Shimmel, and Gerard Broussard, WARC Exclusive, Spotlight US, March 2021

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

Closing the data empathy gap: Balancing human and machine

Article • Lauren Cadman, WARC Exclusive, March, 2021

Marketers need to balance data and technology with the softer human skills of insight, creativity and experience to close the ‘empathy gap’.

Ad tech reimagined post-third-party cookie

Article • Scott Switzer, WARC Exclusive, March, 2021

Opportunities for publishers to monetise first-party audience data.

The next evolution of ABM for B2B

Article • Ken Stout, WARC Best Practice, March 2021

Looks at the evolution of Account-based marketing for the individual (ABM-i), a personalized approach to account-based marketing that goes beyond the account level to identify and tailor messaging to individual business stakeholders.

Advertising's future past

Opinion • Faris Yakob, March 2021

The panic over an internet after cookies is growing, observes Faris Yakob, and their use is predicated on a strange and deeply flawed idea of how advertising works in the first place – a rethink is long overdue.

Beyond the Cookie: The Future of Advertising for Marketers & Publishers

Article • Lotame, Research on WARC, March, 2021

Lotame, a data solutions company, conducted a global survey of over 1,000 marketers and publishers to understand what the future of advertising, beyond the cookie, means and how its primary stakeholders are preparing.

SMEs must start planning for changes to advertising tracking

Opinion • Ciaran Deering, March 2021

The demise of third-party cookies will hit SMEs hard. Yet with careful planning and investment in first-party data, they will be able to continue to enjoy the benefits of digital advertising.

How publishers can help advertisers connect with their audiences in the post-cookie era

Article • Tim Geenen, WARC Exclusive, March 2021

Advises media owners on how to manage and monetise audience data.

Luxury in flux: Digital strategies marketers need to know

Article • Chris Donnelly, WARC Exclusive, March, 2021

Luxury is in a state of flux: political, social, and economic forces are moving the dial, blurring the lines between high culture and subculture.

Why identity is important

Article • Lori Meakin, WARC Exclusive, March 2021

There are opportunities for luxury brands that recognise people want to create their own sense of identity and choose brands that help them express that.

Why it’s important to approach data without biased assumptions

Article • Jason Mander, WARC Exclusive, March 2021

To stay resilient and competitive, businesses need to understand their audiences, using psychographic and behavioral data that gives them the power to understand not only the ‘what’, but also the ‘why’; that, in turn, allows them to build flexible, adaptable responses to constantly changing situations.

4A’s, Google and Forrester outline growth opportunities for agencies

Article • Stephen Whiteside, Event Reports, 4A's Decisions 2021 conference, January 2021

A study commissioned by the 4A’s, the trade body, and Google, the tech giant, outlined various growth opportunities for agencies.

The importance of leveraging data for large B2B marketers

News • 11 February 2021

Access to data – particularly first-party data – is a major advantage for established B2B players, but according to a survey of B2B marketers by McKinsey, this asset is under-utilized.

Integrated brand experience: New habits, new playing grounds

Article • Eugene Ng, WARC Exclusive, February 2021

This article shares examples of brands that have capitalised on consumers’ new digital first habits in China and offers lessons for other countries.

How to prepare for playing in the Google Privacy Sandbox: Q1 2021 update

Article • Jack Shearring, WARC Exclusive, February 2021

Updated guidance on Google’s attempts to replace third-party cookies in Chrome.

Thinking about APAC e-commerce in 2021: Insights from Unilever, P&G, Philips and HP

Article • Low Lai Chow, Event Reports, Shopee Brands Summit, January 2021

E-commerce is experiencing positive disruption due to COVID-19.

McKinsey report: The importance of leveraging data for large B2B marketers

Article • McKinsey & Company, Research on WARC, February, 2021

This report, “The data gambit: How large B2B companies can outmaneuver start-ups,” is based on a McKinsey survey of B2B marketers and a cross-sector review of case studies.

Connecting Africa: the scramble to unlock the world’s last billion

News • 03 February 2021

Home to most of the “last billion” people globally still not properly connected to the internet, Africa is at the centre of a 21st century equivalent of a “gold rush” as tech giants like Google and Facebook are racing to establish the digital infrast

Apple puts big pressure on Google and Facebook with the implementation of ATT

Opinion • Jack Shearring, February 2021

Marketers should take note of Apple’s decision to force app developers to request permission to track users across apps and websites, writes Jack Shearring.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about segmentation

Article • WARC Best Practice, April 2020

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
Marketing in the age of fragmentation

Article • Scott Symonds, Admap Magazine, October 2014

This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.