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Global Marketing Index: December 2021

Data • Zoe McCready, WARC Data, December 2021

This article summarises the results of the Global Marketing Index for December 2021, when marketing budgets reached the highest rate of growth since the inception of the Global Marketing Index.

Marketer's Toolkit: North American Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the North American market.

Charter Schools USA: Enrollment lead gen campaign

Case Study • MMA Smarties, Silver, North America, 2021

Charter Schools USA, an education management organisation, launched a lead generation campaign in the USA and increased enrolment numbers for participating schools.

Moose Toys and AdColony: Spin the wheel of success for Collins Key

Case Study • MMA Smarties, Silver, North America, 2021

Moose Toys, a toy company, used dynamic end card technology to promote its new Collins Key products.

Starmark: VR Company Meeting

Case Study • MMA Smarties, Silver, North America, 2021

Starmark, a technology company, used virtual reality (VR) to unite the team and boost morale during the COVID-19 pandemic.

USGA: AR App

Case Study • MMA Smarties, Gold, North America, 2021

USGA, the national association of golf courses, clubs and facilities, worked with its sponsor, Deloitte, to develop an augmented-reality (AR) app for the US Open gold tournament.

Play+: NCAA basketball playoffs promotion

Case Study • MMA Smarties, Silver, North America, 2021

Play+, a gambling platform, launched an email campaign to encourage customers to play during the NCAA basketball tournament in the USA.

State Farm and IBM Watson: Advertising conversations

Case Study • MMA Smarties, Bronze, North America, 2021

State Farm, property and casualty insurer, used artificial intelligence (AI) technology to serve users personalised safety tips during hurricane season in the USA.

Kenneth Cole: High heels! pride collection

Case Study • MMA Smarties, Bronze, North America, 2021

Kenneth Cole, a clothing designer, launched its pride-themed clothing collection via the mobile game High Heels!.

Pringles: Dippable baconator

Case Study • MMA Smarties, Gold, North America, 2021

Pringles, a potato crisp brand, tapped into young people's desire for quirky food combinations in the USA.

Dole: Quaran-tensions & normal-ish

Case Study • MMA Smarties, Silver, North America, 2021

Dole Sunshine, a packaged fruits and vegetables brand, promoted its fruit bowls with ads that humorously portrayed the tensions experienced by many families during the COVID-19 lockdowns.

Ad Council / Brady: End family fire – no extra life

Case Study • MMA Smarties, Best in show, North America, 2021

Brady, a US non-profit organisation advocating for gun control, raised awareness of how easy access to guns is a key driver of gun suicide in the USA.

Little Caesars: #UnlockPretzelCrust

Case Study • MMA Smarties, Gold, North America, 2021

Little Caesars, a pizza chain, drove hype around the reintroduction of its Pretzel Crust pizza in the USA.

Voltaren: The first arthritis-friendly website

Case Study • MMA Smarties, Gold, North America, 2021

Voltaren, anti-inflammatory drug, launched the first arthritis-friendly website in the USA to help people with reduced hand mobility navigate its website.

Enhancing self-administered questionnaire response quality using code of conduct reminders

Research Paper • Chad Saunders and Jack Kulchitsky, Int. Journal of Market Research, Vol. 63, No. 6, 2021, pp. 715-737

A key challenge for self-administered questionnaires (SaQ) is ensuring quality responses in the absence of a marketing professional providing direct guidance on issues as they arise for respondents.

The good side x Movember: ‘listen and learn’

Case Study • MRS Awards Papers, Finalist, Cultural Insights, 2021

Movember, a men's mental health and wellbeing charity, launched an international campaign to create media interventions to change the conversation around men's mental wellbeing and stimulate authentic, credible behaviour change.

Global Marketing Index: November 2021

Data • Zoe McCready, WARC Data, November 2021

This article summarises the results of the Global Marketing Index for November 2021, when APAC saw an increased rate of growth across all key indices compared to stable rates in Europe and the Americas.

Sustainable diversity in marketing starts with data

Article • Pam Yang, WARC Exclusive, Spotlight US, December 2021

Looks at agency diversity data collected by Agency DEI, a self-funded US organization whose goal is to use data to make the advertising & marketing industry more transparent and equitable.

Inclusivity in online advertising: The state of representation, the business impact of inclusion, and how to move forward

Article • Michelle Klein and Fernanda de Lima Alcantara, WARC Exclusive, Spotlight US, December 2021

Shares and analyzes data from several studies looking at different aspects of representation and inclusion in the marketing industry, and steps toward improvement.

Ziploc Brand: Clutter couture

Case Study • Mike Razim, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2021

Ziploc, a brand of reusable zipper bags, launched a campaign in the United States to launch Ziploc Accessory Bags to break into fashion culture.

Pringles: Trapped in advertising

Case Study • Craig Wojtak, Chris Harder, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2021

Pringles, a crisp brand, used Rick and Morty to reach millennials in the United States during the Super Bowl.

Nuveen: Rerank the Rich

Rankings • WARC Media 100, 2021

Nuveen, an asset management firm, joined with publisher Forbes to re-rank its Forbes 400 list of billionaires to reclaim its leadership of the responsible investing space in the US.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

Eggo: L'eggometer

Case Study • Chris Harder, WARC Media Awards, Shortlisted, Best Use of Data, 2021

The Kellogg-owned waffle brand Eggo grew penetration in US households with kids with the launch of the L'Eggometer, a data-driven platform that used Google and Twitter insights to measure parents' stress at breakfast time and provide them with ways to combat it.

Serato Studio: Data-driven beatmaker mission

Case Study • Rebecca Didovich, Jill Varani, Callum Lovell, WARC Media Awards, Silver, Best Use of Data, 2021

DJ software company Serato used a first-party data-driven approach to attract engaged new users at scale and serious music producers to its music production app Serato Studio.

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:
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.
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.
Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.
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.