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Get real, get creative: Real understanding to climb the Creative Effectiveness Ladder

Article • Research on WARC, June 2021

Ipsos looks at how brands and agencies can produce more effective creative and what routes, processes or ingredients they need to get to the top.

Linking attention to mental availability: Early findings

Article • Karen Nelson-Field , WARC Exclusive, June 2021

Amplified Intelligence has been proving the value of attention as a measure of quality reach for several years.

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, Vol. 61, No. 2, 2021, pp. 192-211

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

Building platform brands

Article • Darren Coleman and Erich Joachimsthaler, WARC Best Practice, June 2021

Research shows that eight of the largest ten companies in the world today have been built on platform-business models.

Let us entertain them: Why fame matters

Opinion • Faris Yakob, May 2021

Given how important fame is to any campaign or brand, we don’t talk about it enough argues Faris Yakob.

Brand love? That’s just plain silly

Opinion • David Penn, May 2021

Accepted truths in advertising continue to shift, with ideas of brand love currently dismissed as the preserve of an old order – Conquest’s David Penn considers whether we might be throwing the importance of irrationality out with the mis-placed idea of love.

What we know about differentiation and salience

Article • WARC Best Practice, May 2021

Explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

What we know about brand equity

Article • WARC Best Practice, May 2021

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

Is consumer obsession the right obsession?

Opinion • Ali Rezgui, April 2021

Publicis Groupe’s Ali Rezgui says consumer relevance is not the same as consumer obsession and the latter may lead to issues like data overload, results that are similar to the competition, and constantly changing messaging that can hinder long-term growth.

Four facets of fame

Article • Paul Feldwick, WARC Exclusive, April 2021

As marketers look for ways to make creativity more effective, they should look for ways to build ‘fame’.

The 5 principles of growth in B2B marketing: Empirical observations on B2B effectiveness

Article • Research on WARC, April 2021

Presents Les Binet and Peter Field's findings on the core principles of B2B marketing.

Enough about love: This is the crushmarks era

Opinion • Daniele Lazzarotto, April 2021

It’s time for brands to abandon the idea of romantic brand love and loyalty, argues Daniele Lazzarotto, and focus instead on brand crushes: a good time with no strings attached.

The importance of consumer engagement in brand heritage advertising: How feeling close to a brand can increase willingness to pay more

Research Paper • Daniele Scarpi, Journal of Advertising Research, Digital First, April 2021

Consumers mentally construe the world around themselves by adopting either low or high construal levels.

Cracking the code of Inspiration: An inspiring B2B brand is always on the consideration list

Article • Nina Mullen , WARC Exclusive, April, 2021

A proprietary study by Wunderman Thompson demonstrates that inspiration is a critical driver of growth for B2B brands.

How influencers helped Wisconsin Cheese achieve “rind-blowing” results

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Wisconsin Cheese, an organization that champions the state’s cheese and cheesemakers, tapped the power of influencers to transform consumer perceptions.

Strategy Toolkit module 1: How marketing works

Article • WARC Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Strategy Toolkit module 7: Evaluating success

Article • WARC Strategy Toolkit, March 2021

This article offers a selection of papers that are best-in-class on the various elements of effectiveness.

Strategy Toolkit module 3: Analysing the brand

Article • WARC Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

How a CEO’s personality, performance and leadership predict advertising credibility: Conceptualizing and measuring CEO brand image

Research Paper • Daniela Andreini, Marc Fetscherin, and Lia Zarantonello, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 110-126

This article conceptualizes chief executive officer (CEO) brand image as a multidimensional construct consisting of three main dimensions – personality, performance, and leadership – and develops a reliable and valid 9-item scale to capture these dimensions.

Brand building meets consumer needs: How VÚB Bank got a nation saving money

Article • Chiara Manco, WARC Exclusive, February 2021

Looks at how VÚB Bank, the country’s second-largest bank, implemented a campaign to benefit both consumers’ financial health and the banks’ business.

Re-evaluating media for recovery

Article • Martin Vinter, WARC Exclusive, February 2021

Research into the disparity between perception and reality of media effectiveness.

What we know about brand trust

Article • WARC Best Practice, February 2021

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

How brand 'personalities' can impact sponsorship ROI

News • 05 February 2021

Sports fans categorise brands as having different “personalities”, and understanding these perceptions can help marketers enhance their sponsorship strategies, according to a study published in the Journal of Advertising Research (JAR) .

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Apple soars at the ‘magic’ intersection of hardware, software and services

Article • Anna Hamill, WARC Exclusive, February 2021

As one of the world’s largest companies and a long-time leader in the consumer electronics category, Apple is leaning on product innovation, software and subscriptions to drive record growth.

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 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.
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.
What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.