Article
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WARC Strategy Toolkit, March 2021
Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
Article
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WARC Strategy Toolkit, March 2021
This article discusses various approaches used by marketers to understand what consumers want.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2021
Telstra, a telco brand, focused on storytelling to convince Australia of its superiority in terms of network coverage.
Opinion
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Lena Roland, January 2021
Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.
Article
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WARC Best Practice, January 2021
새로운 마케팅 리서치에 대한 새로운 사고와 모범 사례 요약.
Article
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WARC Best Practice, January 2021
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Out-of-home (OOH) advertising brands JCDeaux UK, Clear Channel and Posterscope joined forces in cross-industry collaboration to carry out their study Moments of Truth and proved the effectiveness of using contextually relevant messaging in digital OOH advertising (DOOH).
Article
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Shazia Ginai, WARC Exclusive, December 2020
In recent years, movements such as #MeToo, #TimesUp and Black Lives Matter have shone bright spotlights onto the complexities of race and gender.
Case Study
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Kevin Pinto, Mohit Lodha, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020
United Arab Emirates bank RAKBANK used artificial intelligence to create a fan-centred campaign promoting its new FC Barcelona credit card.
Article
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WARC Best Practice, December 2020
This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.
Case Study
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ARF Ogilvy Awards (US), Gold, 2020
Bendigo Bank, a retail banking company, improved brand salience in Australia by launching a series of TV spots, video and digital display ads as the results from the Royal Commission into Misconduct of the banking industry were set to be announced.
Case Study
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ARF Ogilvy Awards (US), Silver, 2020
Advil, an pain-killer, created a storytelling campaign that showed US consumers how the world looks different when you have power over pain to increase sales in the country.
Case Study
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ARF Ogilvy Awards (US), Bronze, 2020
ESPN, a sports channel, marketed the release of its ten-episode documentary series The Last Dance as if it were a feature film and resulted in historic numbers of fans tuning in to watch it in the USA.
Case Study
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ARF Ogilvy Awards (US), Bronze, 2020
Jif, a peanut butter brand, highlighted the superior taste of Jif peanut butter with its humorous campaign That Jif'ing Good that showed consumers would go to any lengths for a taste of Jif's peanut butter.
News
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10 November 2020
When redesigning packaging, brands should consider key brand assets and ensure the new design remains familiar with a ‘just noticeable difference’.
Article
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Aoife McGuinness, WARC Exclusive, October, 2020
The human brain is wired to see structure, logic, and patterns: it helps us make sense of the world.
Case Study
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IPA (UK), Gold, IPA Effectiveness Awards, 2020
John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.
Case Study
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Dheeraj Sinha, Noor Samra, Amrita Varma, WARC Prize for Asian Strategy, Entrant, 2020
Spotify needed a strong debut in India to acquire 10% of young international streamers and build its user base so it used data to compose a track that embodied the sounds Indians loved, and promoted it with a digital campaign.
Article
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Scindya Datt, WARC Exclusive, August 2020
PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.
Opinion
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Orlando Wood, June 2020
Orlando Wood, Chief Innovation Officer of System1, describes the change in creative style that’s occurred over the last 15 years and how it has undermined effectiveness. With advertising spend moving to online channels, what features drive long-term brand growth online? What work is connecting today and how should advertisers think about creativity as we emerge from the crisis.
Opinion
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Professor Karen Nelson-Field, June 2020
Human attention, as a measure of effectiveness, is fast becoming a unit of trade. Media effectiveness research continues to find imbalance that disadvantages advertisers. But change is coming and it is good. We are moving from conversations at Cannes to action and applicability. Currencies are starting to form, the nature of measurement is becoming more advanced and capital investment is starting to flow. The study of attention is a growing field.
Article
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Sorin Patilinet, WARC Exclusive, June 2020
In today’s overcluttered advertising landscape, the ability to attract consumer attention is a key performance indicator.
Opinion
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Shazia Ginai, May 2020
During a time of social distancing, people crave human connection more than ever. Shazia Ginai offers some tips on how to achieve that.
Opinion
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WARC from Home, May 2020
WARC from Home is a new series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown. Find all WARC from Home content here .
Case Study
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Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020
Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
