Opinion
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David Tiltman, November 2021
This week WARC launches the Marketer’s Toolkit 2022. This is our guide to the major trends marketers need to respond to, and the new research and techniques they need to be on top of, as we hurtle towards a new year.
Article
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Sam Peña-Taylor, WARC Exclusive, October 2021
The UK’s most valuable brands have proved their resilience by bouncing back faster than the competition; learning from them provides a playbook for progress in a post-Brexit, late-pandemic context, according to Kantar.
Article
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Stephen Whiteside, Event Reports, September 2021
Analysis of the 2021 Effie Awards Canada demonstrated that marketers who continued to focus on brand building during the COVID-19 pandemic were rewarded with impressive results.
Research Paper
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Nicole Hartnett, Adam Gelzinis, Virginia Beal, Rachel Kennedy, and Byron Sharp, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 247-259
Because of various financial reasons, or a change in strategic focus, sometimes brands stop broad-reach media advertising for a year or longer.
Opinion
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Chiara Manco, July 2021
Ron Amram, Senior Director, Global Media at Mars, will be chairing the Effective Channel Integration category of the 2021 WARC Awards for Media. Here, he talks to WARC about Mars’ agile approach to media planning during lockdowns and shares his views on what makes a successful integrated campaign. Ron Amram, Senior Director, Global Media, Mars
Article
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WARC Best Practice, June 2021
Current reading and insights on the topic of challenger thinking and how challenger brands can break through in their category.
Article
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Euromonitor Strategy Briefings, May 2021
A category analysis of beer in the US, including 2020 impact and recovery and opportunities post-pandemic.
Article
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WARC Best Practice, May 2021
Explores advertising in a recession through the evidence available in the WARC archives and beyond. Typically, recessions cause businesses to rein in advertising spend in the short term, a mistake, that can cause long-term damage to a brand.
Article
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Martin Hayward, WARC Exclusive, May 2021
After an extraordinary period of enforced distancing between brands and their customers, the next year marks a challenging period for brand owners to re-establish relationships and relevance.
Article
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Orlando Wood, Research on WARC, April 2021
Explores the effectiveness of advertising during an economic downturn.
Article
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Jann Schwarz, Research on WARC, April 2021
A conversation with McKinsey partner Michael Betz, one of the Institute’s Research Fellows that discusses the appropriate response to the coronavirus pandemic.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.
Opinion
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Ari Weiss, April 2021
By all accounts this was a dumpster fire of a year. Advertising is hard during a normal year. Then 2020 proved it could get even harder. So how did we end up having one of the best creative years in our network’s history? We followed these five simple steps.
Article
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WARC Strategy Toolkit, March 2021
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Opinion
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Mary Winter, February 2021
The brands that won the hearts of consumers in 2020 were the ones that stepped up, even when they didn’t have to. Those that didn’t are now lagging behind but it’s not too late to make a difference, writes Mary Winter.
Opinion
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Gabey Goh, February 2021
Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.
Article
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Martin Vinter, WARC Exclusive, February 2021
Research into the disparity between perception and reality of media effectiveness.
Article
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Research on WARC, February 2021
The need to look ahead and make sense of the cultural changes impacting business and communication has never been so vital and interesting.
News
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11 February 2021
The disruption caused by COVID-19 has led people to seek new forms of value, such as easy e-commerce or paying a premium for hygiene, and marketers are having to rethink how they communicate value through messaging and optimal pricing.
Article
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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.
Article
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WGSN, WARC Exclusive, February 2021
A snapshot of the five key consumer drivers that are forging innovations in product development and service solutions.
Article
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Andrew Mitchell, WARC Exclusive, February 2021
Evaluates lessons from the last recession, looks at re-emerging patterns and highlights what’s unique about this COVID recession and the implications and actions for CPG retailers and manufacturers.
Article
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WARC Best Practice, February 2021
A summary of new thinking and best practice on communicating value.
Article
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Nigel Hollis, WARC Exclusive, February 2021
The COVID pandemic and recession have caused huge changes in consumer behavior around the world.
Article
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Mike White, WARC Exclusive, January, 2021
As COVID-19 stretches into 2021, brands are realising that plans put on ice in 2021 may no longer fit the moment.
