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CMOs adopt ‘low risk, low return’ strategies for 2021

News • 25 January 2021

Almost three-quarters (73%) of chief marketing officers in North America, the UK, France and Germany intend to play it safe by relying on existing customers to fuel growth in 2021, according to a new survey from research firm Gartner.

Global Marketing Index: A review of 2020

Data • WARC Data, January 2021

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

Nearly half of consumers tried a new store last year

Data • Rob Clapp, WARC Data Points, January 2021

An overview of consumers shopping at a new store throughout the coronavirus (COVID-19) outbreak in 2020.

Social media is driving mobile commerce growth

Data • Rob Clapp, WARC Data Points, January 2021

An overview of mobile e-commerce traffic growth and acquisition channels in Europe and North America.

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.

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.

Biofreeze: Pain is Coming

Case Study • Ben Nilsen, WARC Media Awards, Entrant, Best Use of Data, 2020

Topical analgesic brand Biofreeze used a data-driven digital and TV strategy to target Everyday Maximisers during exercise and grow usage and sales in North America.

Harley-Davidson: Boosting SEO with topic models

Case Study • Tradd Salvo, WARC Media Awards, Bronze, Best Use of Data, 2020

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

AT&T: Custom Growth Guides

Case Study • Jason Jahn, WARC Media Awards, Entrant, Best Use of Data, 2020

AT&T Business, the telecommunications company, used a targeted content series to engage midsize businesses in the US.

Online FMCG consumer spend is 46% higher than in store

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and offline FMCG consumer spend by region.

Global connected TV ad sales grow 70% but EMEA sees decline

Data • Rob Clapp, WARC Data Points, November 2020

An overview of connected TV advertising sales by region in 2020.

Ski-Doo: Escape Mountain

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Snowmobile maker Ski-Doo appealed to younger skiers and snowboarders with a TV and online episodic content series and grew market share to a record high in North America.

TikTok influencer posts doubled in first half of 2020

Data • Rob Clapp, WARC Data Points, November 2020

An overview of sponsored post content on TikTok, Facebook, Instagram, Twitter and YouTube in the first half of 2020.

How CMO Jason White tends to cannabis brand Curaleaf

Opinion • Cathy Taylor, November 2020

Bills in favor of legalizing recreational cannabis use were passed in Arizona, Montana, New Jersey and South Dakota in early November, bringing the total number of states to do so to fifteen, plus Washington DC. 36 states have legalized medical cannabis over the last few years. Curaleaf, the largest cannabis brand in the world, sells its products through its own retail outlets and in dispensaries. CMO Jason White spoke with WARC’s Cathy Taylor for the Marketer’s Toolkit 2021 about Curaleaf’s trajectory.

Global Marketing Index: October 2020

Data • Zoe McCready, WARC Data, October 2020

This article summarises the results of the Global Marketing Index for October 2020, when the Headline GMI and the global index for marketing budgets came back into growth.

Constrained consumers are more likely to be omnichannel shoppers

Data • Rob Clapp, WARC Data Points, October 2020

An overview of purchase channels among constrained and insulated consumers.

Snapchat sees v-shaped recovery with ad revenue rising 52%

Data • Rob Clapp, WARC Data Points, October 2020

An overview of Snapchat's latest advertising revenue and daily active users in Q3 2020.

Global trading conditions back in growth

Data • Zoe McCready, WARC Data Points, October 2020

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

Asian m-commerce uptake well ahead of other regions

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), October 2020

An overview of device penetration for e-commerce by region.

Why marketers need to adapt strategy when using Shopify

News • 07 October 2020

As e-commerce sales take off in the wake of the pandemic, brands are having to rethink how they sell to consumers.

Media Owner Profile: Snapchat

Data • Rob Clapp, WARC Data Points, October 2020

This Media Owner Profile of Snapchat includes data on advertising revenue and daily active users by region (North America, United States, Europe, Rest of World).

Media Owner Profile: Spotify

Data • Rob Clapp, WARC Data Points, October 2020

This Media Owner Profile of Spotify includes data on revenue and monthly active users by user type and region.

Global Marketing Index: September 2020

Data • Zoe McCready, WARC Data, September 2020

This article summarises the results of the Global Marketing Index for September 2020, when the global index for trading conditions came back into growth.

Minor recovery in print circulation expected for 2021

Data • Rob Clapp, WARC Data Points, September 2020

An overview of print circulation forecasts by region between 2020 and 2024.

Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.

How to win during a recession? Focus on customer service and satisfaction

Article • David Dixon, Sebastian Shapiro and Nicole Wolf, WARC Exclusive, April 2020

Business analytics firm, Marketscience, have conducted a comprehensive economic analysis of the last five major recessions.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
What Delta Air Lines’ response to COVID-19 can teach other brands

Article • Stephen Whiteside, WARC Exclusive, March 2020

Delta Air Lines, the air carrier, is in a category that has been profoundly impacted by COVID-19, and thus offers valuable advice for other brands as it seeks to respond to the pandemic.
Mountain Dew Kickstart comes alive

Case Study • AME Awards, Gold, 2016

This case study details Mountain Dew's campaign to launch Kickstart, a caffeine-infused interpretation of their product, in the US by positioning the brand as a "pre-game drink".
GWI Coronavirus research – Series 5: Consumer spending

Article • GlobalWebIndex, Research on WARC, April 2020

Details data collected by GlobalWebIndex between April 2-6 in the US and UK, dedicated to consumer economic confidence in the coronavirus outbreak.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.