Article
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Research on WARC, April 2021
Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.
Article
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Peter Field, Research on WARC, April 2021
Looks at how to advertise during an economic downturn.
Data
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Zoe McCready, WARC Data, March 2021
This article summarises the results of the Global Marketing Index for March 2021, when all regions came back in growth for staffing levels.
Opinion
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Mike Colling, March 2021
What if you, as a CMO, were able to show not only how much revenue your marketing investment will deliver, but when? Mike Colling explains how you can.
Article
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Research on WARC, March 2021
McKinsey’s research on B2B decision makers confirms that omnichannel is not simply a trend, nor a pandemic workaround – rather, it is a critically important fixture for B2B sales globally.
Data
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Zoe McCready, WARC Data, February 2021
This article summarises the results of the Global Marketing Index for February 2021, when the index for staffing levels came back into growth for the first time since February 2020.
Opinion
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Anurag Gupta, February 2021
With martech now seen as a key component for recovery, leaders need take into consideration how its deployment should impact the way the business operates across all functions and levels, writes Anurag Gupta.
Article
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Bruno Gralpois, WARC Exclusive, February, 2021
This article examines the increased tension in client–agency relationships amid the COVID-induced recession, and how to make 2021 an opportunity to renew and refresh these partnerships.
Opinion
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Mark Inskip, February 2021
It’s as tough a time as it ’ s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip.
News
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29 January 2021
The global marketing industry suffered disruption and decline in 2020 because of the pandemic, but ended the year with a return to growth, according to an annual review of WARC’s Global Marketing Index (GMI).
Data
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Zoe McCready, WARC Data, January 2021
This article summarises the results of the Global Marketing Index for January 2021, when the Headline GMI and the global index for marketing budgets show stabilising rates of growth.
News
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22 January 2021
During 2020, WARC’s Global Marketing Index saw the strongest recovery in the APAC region, reflecting the success of the measures taken to reduce rates of COVID-19.
News
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22 January 2021
Three-quarters (74%) of businesses in the UK intend to increase their marketing research budgets this year to improve their reach to potential customers, according to a new survey from Stravito, the consumer insights platform.
News
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21 January 2021
As expected, UK marketing budgets continued to decline into Q4 2020, though less sharply than in Q3, but with recovery on the horizon, marketers are echoing consumer sentiments of macro gloom while also being more positive about the prospects for the
Data
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WARC Data, January 2021
This article reviews the results of the Global Marketing Index across 2020.
Article
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James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Opinion
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Lana Busignani, January 2021
Marketing budgets have been reduced but millions of dollars will still be wasted in 2021 because marketers aren’t measuring the right things – they need to get smarter, says Lana Busignani.
Data
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Zoe McCready, WARC Data, December 2020
This article summarises the results of the Global Marketing Index for December 2020, when the global index for marketing budgets reached its highest ever levels of growth.
Article
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Ryan Dinger, ANA, B2B Marketer, December 2020
The Gartner 2020 CMO Spend Survey found that 73% of the respondents expect the short-term negative impact of COVID-19 to be short-lived whereas the World Economic Forum survey of CEOS, found that 60% believe there will be a U-shaped recession.
Article
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WARC Category Intelligence, December 2020
Global strategies, campaign updates and trends in the tech and electronics category.
Data
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Zoe McCready, WARC Data, November 2020
This article summarises the results of the Global Marketing Index for November 2020, when the Headline GMI and the global index for marketing budgets maintained growth.
Article
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Nick Liddell, WARC Exclusive, December 2020
Also known as the 80/20 rule, the Pareto principle is named after French-Italian economist Vilfredo Pareto, who observed that 80% of Italy’s land was owned by 20% of its population.
Data
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James McDonald, Rob Clapp, WARC Data, November 2020
본 리포트에는 2020/21의 광고 투자, 미디어 소비 및 비용 인플레이션을 중심으로 한 WARC 데이터 플랫폼의 최신 리서치가 요약되어 있다. 주요 리서치 결과에는 아래와 같은 내용이 포함된다.
News
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27 November 2020
Investment into market research in the UK has been on a downward trajectory for at least five years, but COVID-19 has made the situation much worse, causing planned spending on the discipline to plunge.
Opinion
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Alex Brownsell, November 2020
Advertisers like Procter & Gamble and Visa have adapted their approach to sponsorship to meet post-pandemic consumer needs, writes WARC’s Alex Brownsell.
