News
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07 May 2020
As the expected ‘new normal’ of COVID-19 begins to emerge, with some markets relaxing lockdowns, Google’s own media buyers are moving from crisis reaction and into a more pragmatic response phase with a sharper eye for effectiveness and ...
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Opinion
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Stephen Whiteside, April 2020
Steve Whiteside spoke to Colin Mitchell, SVP/Global Marketing, McDonald’s as part of WARC’s Learn from the best report.
Article
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Nick Milne, WARC Exclusive, April 2020
In-house marketing excellence or effectiveness teams can provide more accountability on performance, but brands should avoid common pitfalls.
Article
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Paul Dyson, WARC COVID-19 Series, April 2020
Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.
Article
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Nicole Greenfield-Smith, WARC Exclusive, April 2020
An overview of the ‘Demand Generation’ study undertaken by Thinkbox, MediaCom, Wavemaker and Gain Theory.
Article
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Josie Tutty, Event Reports, Mumbrella MSIX, February 2020
Melbourne Business School’s Ujwal Kayande gives a frank assessment of the realities of data science and reveals the limits of applying machine learning and AI to marketing.
Article
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Geoffrey Precourt, Event Reports, Industry Preview, January 2020
Wayfair, the online retailer, has rapidly grown into a significant marketer, both in terms of its budgets and in its approach to innovation.
Article
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Kunal Sinha, WARC Best Practice, January 2020
In emerging markets such as India, digital measurement remains a nascent but essential component that marketers must seriously invest in to avoid wasting time and resources on ill-informed strategies.
Article
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Imaad Ahmed, WARC Webinars, December 2019
Imaad Ahmed, head of planning and field marketing at WARC, looks at how marketers can measure marketing impact across multiple channels.
News
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28 November 2019
A new analysis of WARC’s database sheds light on the changing benchmarks in returns on investment (ROI) in marketing, showing what marketers should expect from successful advertising campaigns. Over 1100 WARC case studies since the year 2000 ...
Article
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WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into investment trends for brands in 2020.
Article
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WARC Trends, November 2019
WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
News
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21 November 2019
With the launch of a new report and online tool for working out optimal media mixes, Thinkbox aims to provide a starting point for investment decisions based on an econometric analysis of over £1 billion of media spend – and no, it’s not just about ...
Article
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Brian Carruthers, Event Reports, EffWorks, October 2019
Discusses the impact of Diageo’s Marketing Catalyst, the international drinks company’s proprietary effectiveness platform, on both spending and attitudes to the discipline.
Article
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WARC Exclusive, October 2019
Summarises current thinking about how to advertise effectively in the APAC region, given the current sense that advertising is not driving the growth it should be.
Opinion
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Dom Boyd, October 2019
Just as digital has transformed markets, it is now transforming how brand value is built, by shifting the centre of gravity from mass storytelling towards personal connected experiences.
Article
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Mike McCann, Admap, October 2019
Mike McCann, senior strategist at Publicis Sapient, answers key questions on the importance of measuring customer experience and the challenges marketers may face.
Article
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Mike McCann and Neil Dawson, Admap, October 2019
Looks at the major gaps in measurement of brand business outcomes when it comes to customer experience and how marketers can address them.
News
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30 September 2019
Alibaba’s marketing technology platform, Alimama, has launched an index capable of tracking and measuring the effect of integrated marketing on consumers’ purchase intent, but only within the Alibaba ecosystem.
Research Paper
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Robert Graves, Bernard Brenner and Akaash Nanda, ESOMAR, Congress, 2019
Microsoft, the multinational technology company, set out to model the impact of ad dollars on both sales and various brand perceptions in the same model.
Research Paper
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Rob Sanders, Michelle Grushko and Nathaniel Greywoode, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019
Twitter, the social media platform, studied the effectiveness of creative assets and what exactly advertisers need to do to succeed on the platform.
Article
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WARC Exclusive, June 2019
Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
Article
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Josef Hrebik and Brent Chaters, WARC Webinars, April 2019
Provides results from a first-of-its-kind study conducted by Accenture and thinktv, which measures the effectiveness of media channel spending on driving sales in the Canadian market.
Article
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Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019
The Advertising Research Foundation (ARF), the industry body, believes that real progress is being made in tackling some of the biggest problems facing the research industry.
