14 April 2021 • The new WARC Guide to Rethinking B2B Marketing outlines several forms of disruption that are reshaping this discipline. Lena Roland, Managing Editor, WARC.com, examines how learning from the consumer space might be a valuable driver of business-to-business success.
14 January 2021 • Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.
09 August 2020 • Last week, WARC published the WARC Guide to E-commerce and the Future of Effectiveness, with examples, expertise and guidance to help marketers navigate challenges and seize new opportunities, as they map out a path to recovery. Lena Roland, WARC’s Managing Editor, Knowledge Content, looks at four key trends from the report.
14 May 2020 • This week WARC published The WARC Guide to Marketing in the COVID-19 Recession . Lena Roland, Managing Editor, WARC Knowledge, picks out some highlights.
30 March 2020 • WARC's Lena Roland looks into the evidence and examples of brands weathering economic storms.
11 March 2020 • Lena Roland, WARC’s Managing Editor, Knowledge, talks you through what to expect in the first issue of The WARC Guide, a monthly report which looks at some of the biggest and most pressing issues in the industry.
27 January 2020 • On Data Privacy Day, Lena Roland, Managing Editor, WARC Knowledge, considers what marketers need to know about this topic in the year ahead.
20 October 2019 • Managing Editor, WARC Knowledge, Lena Roland, highlights some of the best pieces that stood out on the platform this week.
14 July 2019 • As Managing Editor, Knowledge at WARC, she would say that: Lena Roland passes on a couple of useful bits of advice.
04 July 2019 • This month’s Admap looks at how brands can grow via premiumisation. Having a premium offer within the portfolio is an important way for brands to drive sales growth and to engage with a wider range of consumers. It’s particularly well-suited to mature categories where it’s more difficult to grow through penetration.
05 March 2019 • Striking the right balance between effective recall and not irritating customers with too many advertisements is challenging. This month’s issue of Admap, WARC’s monthly flagship report, asks, How much is too much? Ultimately, there isn’t a one-size-fits-all answer. But with the rise of ad blocking, this is an important issue that marketers must address.
09 January 2019 • Direct to consumer strategies are taking the business world by storm. This month’s Admap explores the implications of this structure and uncovers the lessons and success stories that you need to know.
04 October 2018 • The first Admap in its new format, as an online report on WARC, is dedicated to one of the most challenging aspects of marketing management: Brand architecture.
24 May 2018 • The General Data Protection Regulation (GDPR) is due to be implemented across the European Union today, 25 May 2018. It heralds a new era in data protection that empowers people with more rights and control over their data. WARC’s Best Practice Editor, Lena Roland explores what it means.
21 May 2018 • The conversation around data privacy has changed as a result of revelations surrounding a British data analysis company’s alleged misuse of Facebook users’ personal data for political targeting. WARC’s Lena Roland argues that businesses are long overdue a debate over a data ethics strategy.
The renaissance of marketing and the decline of interruptions: Publicis’ Rishad Tobaccowala in conversation
21 March 2018 • With the disruptions of Amazon and other platform companies, marketing is shifting away from communications and advertising, and toward the design of experience. Publicis’ Chief Growth Officer Rishad Tobaccowala spoke to WARC’s Lena Roland about platforms, privacy and data protection that are critical to the future of the industry.
20 April 2017 • Recent issues around media transparency, fake ads and brand safety issues have put a strain on client-agency relationships. At the recent Guardian Changing Media Summit, Nick Baughan, CEO, Maxus UK, acknowledged the problem, observing that there is a "massive asymmetry of knowledge and practice between agencies and clients". Marketers need to demand more value and "more clients need more chief media officers", he said.
24 January 2017 • Tom Goodwin, Head of Innovation at Zenith, speaking at a recent NewsCred event, noted that as the media and technological landscape evolves, consumers are no longer actively searching out content; in a "post-digital age", he said, content will increasingly come to consumers. There are "huge threats and huge opportunities" in this environment, he added.
Launching a brand in Egypt, programmatic tactics and screaming billboards: Highlights from the AME Awards 2016
01 March 2016 • The AME Awards went live on Warc this morning. The AME Awards for advertising and marketing effectiveness honour work that demonstrates ground-breaking solutions to marketing problems. There were 47 case studies in total, which Warc subscribers can browse here . EXIT-Deutschland, an anti-fascist charity, won the grand trophy . You can find out more about the AME Awards here but if you’ve only got time to read a few I highly recommend the following.
Highlights from CASSIES 2016: Vokens, new usage occasions, real-time OOH, 'moment' marketing & a memorable mnemonic
29 February 2016 • The CASSIES (Canadian Advertising Success Stories) are now ready for warc.com subscribers to read! The CASSIES recognise and reward the business effectiveness of Canadian advertising. There were 38 case studies in total, which Warc subscribers can browse here . Always, the feminine hygiene brand’s #LikeAGirl campaign and “Groceries Not Guns”, a campaign for Moms Demand Action for Gun Sense in the US, shared the Grand Prix prize. But if you’ve only got time to read a few I highly recommend the following.
Highlights from DMA Echo Awards: Happy hounds, selling virtual cars, drinkable ads and stunt marketing
14 January 2016 • The DMA International ECHO Awards 2015 went live on warc.com last week. The awards are given to campaigns that have the power to change business. Each winner has the perfect combination of visionary strategy, compelling creative and breakthrough results. There were 64 case studies in total. Here are my highlights.
13 November 2015 • Who owns your data? Who has access to it? How is it being used? Can it, will it, ever be used against you? How is data being managed? And can data ever discriminate? These were some of the important questions raised at a recent debate hosted in London by The Foundation, an independent growth and innovation consultancy.
About Lena Roland
Lena Roland is Managing Editor, WARC Knowledge at WARC. Previously, she has held marketing intelligence roles at the IPA and DDB UK.