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What's working in channel integration

Article • WARC Category Intelligence, April 2021

Global strategies, campaign updates and trends in channel integration.

Global Marketing Index: March 2021

Data • 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.

Global Marketing Index: February 2021

Data • 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.

How 2020 altered the TV landscape

Opinion • Virginie Lannevere, February 2021

Will 2020 – with its ups and downs, its re-shuffling of possibilities and consumer behaviour under the constraints of lockdowns, semi-lockdowns and other curfews – have permanently changed media investment in TV? Or its effectiveness? Virginie Lannevere of Analytic Partners doubts it.

Trends of the month: TikTok, effective budgets and new Muslim consumers

Opinion • Rob Clapp, February 2021

This month: How TikTok is setting up for shopping success in 2021, what the long-term trends in budget effectiveness are, and how brands are failing to engage new Muslim consumers.

How national chains can significantly improve ad performance through hyperlocal campaign optimizations

Article • Jay Friedman, WARC Best Practice, February, 2021

Examines how hyperlocal campaign optimizations, with fine-tuned attention to potential buyers that move away from assumptions, can result in campaign effectiveness and efficiency.

Global marketing industry begins to recover

News • 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).

Global Marketing Index: January 2021

Data • 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.

GMI indicates collective approach to pandemic paid off in APAC

News • 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.

Global Marketing Index: A review of 2020

Data • WARC Data, January 2021

This article reviews the results of the Global Marketing Index across 2020.

Audio media may need to change its tune if it is to thrive in 2021

Opinion • Alex Brownsell, January 2021

Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.

The effectiveness code

Article • 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.

Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Digital First, December 2020

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Global Marketing Index: December 2020

Data • 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.

Digital dominates media allocation benchmarks

News • 17 December 2020

Successful brands spend 80% of their budgets on TV and digital channels, according to the latest Media Allocation Benchmark report from WARC – a slight dip on the 82% registered in last year’s study.

Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.

Get your innovation right in 2021

News • 02 December 2020

With media budgets tight in many markets, a new WARC report highlights the sort of innovative strategies, that, post-pandemic, brands can use to facilitate talking points and grab attention as well as drive PR and social engagement.

Global Marketing Index: November 2020

Data • 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.

National time series multiple regression analysis yields actionable results for maximizing Return on Ad Spend (ROAS) by controlling the allocation to media types

Research Paper • Bill Harvey, Audrey Steele, Lloyd Darbonne, James Fennessy and Alan Li, ARF Experiential Learning, November 2020

Reports the findings of a study that determines if the national time series methodology brings back valuable incremental information and compares ad media investment trends to the apparent Return on Adspend (ROAS) effects of each media type.

글로벌 광고 트렌드: 2020/21 업계 현황

Data • 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.

Some B2B brands are going all-in on digital advertising

Article • Christopher Hosford, ANA, B2B Marketer, November 2020

Despite the detrimental impact of the COVID-19 pandemic on marketing and advertising, B2B digital ad spending is bucking the trend, according to eMarketer's US B2B Digital Advertising 2020 study.

What marketers need to look at before finalizing 2021 media plans

Article • McKinsey & Company, Research on WARC, November, 2020

Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.

GMI flags global marketing budget recovery

News • 06 November 2020

From a nadir of 29.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • 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.
The effectiveness code

Article • 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.
Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption, and cost inflation this year and next. Key findings include: