Launching the WARC Awards for Effectiveness – a new universal benchmark to shine a light on great effective marketing
12 January 2021 • One of WARC’s roles is to show the industry what great effective marketing looks like. Today’s launch of the WARC Awards for Effectiveness will be a key way to do that, says WARC MD Paul Coxhill.
19 November 2020 • We humans are hardwired to think short-term . That served us in good stead when we were hunter gatherers. But as we now confront the implications of years, perhaps centuries, of short-termism on our leadership, society and the planet, we realise that we need a new set of tools to help us.
05 June 2020 • With advertising budgets being pared back, marketers, now more than ever, need better metrics than CPCs and CTRs to be sure their spending is having the desired effect, says Paul Rowlinson.
13 May 2020 • At the heart of COVID-19's impact on marketing and advertising is humanity. Marketers and consumers alike are facing concerns and uncertainty surrounding health, social, and economic stability with no immediate end in sight.
02 December 2019 • The headline figures are in and it looks another Black Friday bonanza, but canny brands will look take the opportunity to build customer relationships across the whole year, says Paul Wright, Managing Director, UK, FR, ME at AppsFlyer .
04 October 2019 • This article is part of a series of articles from October's edition of Admap on winning in the era of brand experience.
12 June 2019 • A confession. I’ve been a marketer for 24 years but I try to watch TV on catch-up to avoid ads. Or start checking my phone during the ad break if I have to watch live. Or immediately shut-down web ads before I view the content. Wait, you too?
21 May 2019 • The reign of influencers may soon be over as Gen Z prefers people with an established talent or those who are taking direct action, not just selfies. Paul Greenwood, Head of Research & Insight at We Are Social, explains how the next generation of consumers is changing the influencer landscape.
20 March 2019 • With CTR on the ropes, it’s time to look to customised outcome-based metrics, says Paul Rowlinson . “Our relationship no longer tells the full story”: so said a recent open letter from the Internet Advertising Bureau (IAB) imploring brands to end their dependence on clicks. As part of a mission that also launched National Anti-Click Through Rate Day, the note highlights the need for online advertising measurement to track tangible long-term impact, not just ‘vanity’ metrics. And it seems a growing portion of the marketing community agrees.
15 February 2019 • A new report finds that OOH is the only traditional media segment to see consistent ad revenue growth, writes Rapport's Paul Sambrook. This piece takes us through some of the study’s insights.
19 July 2018 • With all the talk in recent years of big data, machine-led marketing and algorithm-driven platforms, you could be forgiven for thinking that emotion is slowly being drained out of marketing. Not so, argues We Are Social's Paul Greenwood.
14 December 2017 • As the holiday sales loom, it can be tempting to throw caution to the wind and discount like crazy in pursuit of traffic and margin-low spend, but, says Paul Hunt of Pricing Solutions (part of the iris network), the effects on the overall brand can diminish hard brand-building work.
14 February 2017 • Paul Wilson was a Warc Media Awards judge on the Effective Use of Tech category.
15 November 2016 • With programmatic ad spend expected to reach £2.5bn in 2016, factors such as brand safety, ad fraud, and viewability are ongoing concerns for the digital advertising industry. The debate around media quality in both programmatic and publisher direct environments has gained momentum, reaching a climax with the announcement of the Coalition for Better Ads in September 2016.
02 April 2012 • How can marketers and agencies better align their activities with commercial outcomes?
About Paul Wilson
Paul Wilson is Director of Strategy, EMEA at Starcom