Article
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WARC Best Practice, August 2020
This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
News
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22/09/2020
Much attention has been paid to direct-to-consumer (DTC) brands, their disruptive impact on established brands and their seemingly unstoppable growth model.
News
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22/09/2020
Reports that Amazon is bidding for mall space to use for fulfilment centers hints at one likely evolution of the brick-and-mortar store in the modern shopping journey, from a place to browse to a place for pickup.
Article
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Kate Richling, WARC Exclusive, September 2020
Examines how buy online, pick up in store behavior will change the nature of retail.
Article
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Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020
Podsights, a New York-based attribution company, undertook a study of 532 podcast campaigns to gain an insight into the results of these advertising efforts.
Article
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Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323
The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.
Article
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WARC Best Practice, September 2020
Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.
Article
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Gemma Spence, WARC Webinars, September 2020
Explores how brands can grow online in the competitive e-commerce landscape.
Article
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Research on WARC, September 2020
Provides regional insights to support brands as a change agent as they redefine their goals now and into the future.
News
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02/09/2020
Live sports have provided a much-needed last line of defence for pay-TV companies in the battle to retain subscribers but they now face another threat: the possibility of rights owners going direct to fans with OTT video content services.
News
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01/09/2020
Building direct relationships with customers gives brands valuable first-party data that can be used to make retailers more confident in carrying the brand’s products, a new WARC Best Practice guide to both brands and retailers benefitting from ...
Article
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Geoffrey Precourt, WARC Exclusive, August 2020
Cadillac, the automaker, has adapted in numerous ways to the COVID-19 pandemic as it keeps up with changing habits and preferences among consumers.
News
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19/08/2020
An overview of UK TV ad performance by sector during the lockdown period. In recent years, there’s been a shift in how advertisers are thinking about TV – starting to use it as a performance marketing channel.
News
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18/08/2020
Wine matters – Covid made that point abundantly clear – and for the now separate wine retailers, physical stalwart Majestic, and online DTC pioneer Naked, that fact has meant divergent strategies working well in the same category.
Article
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Lance Porigow, WARC Best Practice, August 2020
Explores how selling direct-to-consumer (DTC) benefits not only brands who do so, but also the retailers they do business with.
News
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12/08/2020
The COVID-19 crisis has seen a shift to e-commerce and home delivery – and it’s an opportunity for brands to rethink the role of packaging and leverage the power of unboxing.
Opinion
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Rayhan Perera, August 2020
Video advertising continues to grow quickly, but, says Rayhan Perera, advertisers need to look beyond its branding function to embrace new formats like shoppable video. Disrupting expectations has become the running theme of 2020, and digital video is no exception.
Opinion
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Christian Polman, August 2020
Earlier this year, lockdowns changed the face of retail overnight. No longer could people access most shops or retail outlets and supermarkets had to adapt to support vulnerable customers and key workers.
Article
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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.
Opinion
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Gemma Spence, August 2020
In today’s current climate, there’s no denying that e-commerce is big business. Online retail is exploding in penetration and basket size as shoppers are choosing or forced to be isolated.
Opinion
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Jess Smith, August 2020
The pandemic has changed consumers' behaviour and there will be further changes in their wants and needs in the months ahead.
Article
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Jenn Szekely, WARC Best Practice, July 2020
With the inevitable rise of e-commerce since the global lockdown, the mailbox has increased in significance as a new retail experience.
Article
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Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020
Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.
Article
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Gemma Spence, WARC Exclusive, July 2020
The early signs globally that nationwide lockdowns will continue to impact the online maturity and buying behaviour long-term can be seen in the broadening of e-commerce audiences.
Article
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Anna Hamill, WARC Exclusive, July 2020
M.A.C Cosmetics, a leading global beauty brand, pivoted into e-commerce and digital brand experiences as COVID-19 shut down its physical retail stores.
