North America

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19% of B2B marketing budgets go to advertising

Data • Rob Clapp, WARC Data Points, September 2021

An overview of B2B marketing budgets.

McDonald's: From American import to 'as Canadian as possible under the circumstances'

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

McDonald's, a fast food restaurant brand, launched a campaign to improve brand scores, with a new brand promise: Delicious Feel Good Moments that Unite Our Differences.

Wendy's: Grown with love

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Wendy's, a fast food restaurant brand, launched #GrownWithLove in Canada to drive sales of salad products, encourage healthy eating and increase brand sentiment on Twitter.

David Suzuki Foundation: Green new bill

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

The David Suzuki Foundation, a non-profit organisation, launched an initiative to shift popular and political opinion in favor of a green recovery plan for the environment.

Molson Coors: Make it Canadian

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Molson Coors, a beer brand, launched a campaign in Canada with the goals of bringing collective pride back to the beer loving nation and stealing market share away from Budweiser.

Cashmere, Purex, SpongeTowels and Scotties: Unapolagetically human

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

At the beginning of the pandemic, Kruger Products, a tissue brand, launched 'Unapologetically Human' in Canada, with the objective to drive market share by capturing a new and untapped market in connecting broadly to consumers.

McDonald's Canada: Friends Wanted

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

McDonald's, a fast food brand, encouraged young people in Canada to apply for jobs with its campaign Friends Wanted.

Interval House: Freedom Tampons

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2021

Interval House, a shelter for abused women and children, reached vulnerable women in Canada without their abuser's knowledge by putting key information on tampons.

Media Owner Profile: Facebook, North America

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Facebook includes North America (United States & Canada) data on advertising revenue, daily active users and monthly active users.

Media Owner Profile: Netflix, North America

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of Netflix includes data on streaming revenue and streaming subscribers in North America (United States & Canada).

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:

A third of internet users listen to podcasts each month

Data • Rob Clapp, WARC Data Points, June 2021

An overview of podcast audiences across 20 markets.

Subaru Canada: The greatest outback of all time

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Subaru, an automobile manufacturer, launched a campaign in Canada to promote its Outback model and attract a younger audience to its client base.

HomeEquity Bank: HomeEquity Bank Rebrand

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

HomeEquity Bank (HEB), a bank, launched a campaign in Canada to increase brand awareness and challenge outdated perceptions about seniors to promote its reverse mortgage solution.

Sickkids Foundation: Sickkids VS

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

SickKids, a paediatric centre, launched its four-year campaign VS in Canada to raise money to build a new SickKids Hospital.

SickKids Foundation: SickKids VS Conventional Fundraising

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Oh Henry!: The Oh Henry! 4:25 BAR

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.

Volkswagen: Dealership done digital

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Volkswagen, a German motor vehicle manufacturer, created a virtual showroom that increased consumer engagement and sales during the COVID-19 pandemic in Canada.

Via Rail: Mission Canadianization

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Canadian intercity passenger rail service, VIA Rail, lived up to its promise of supporting local by shifting most of its media spend to Canadian publishers.

Glad: Glad for change

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

GLAD, a bin bag brand, launched a campaign to reposition its brand in Canada and encourage consumers to compost and recycle waste more.

Canada, Online video advertising expenditure

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of total online video advertising spend in Canada since 2014.

Canada, Mobile advertising expenditure by format

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of total mobile advertising spend in Canada since 2012.

Canada, Online Classified advertising expenditure

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of total online classified advertising spend in Canada since 2012.

Canada, Search advertising expenditure

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of total search advertising spend in Canada since 2012.

Canada, BVOD advertising expenditure

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of total broadcaster-on-demand (BVOD) advertising spend in Canada since 2012.

What we know about marketing to women

Article • WARC Best Practice, May 2021

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
What we know about marketing to children

Article • WARC Best Practice, May 2021

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Anheuser-Busch InBev and Fiat Chrysler accounted for most Super Bowl LII ad time

Data • WARC Data Points, February 2018

An overview of network ad time by type during Super Bowl broadcasts between 2014–2018.
How marketers can win with Gen Z and Millennials post-COVID-19

Article • Carmen Bona, WARC Exclusive, June 2020

Research from Boston Consulting Group and Snapchat into the consumption shifts of Gen Z and millennials driven by COVID-19.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.