Best Practice

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about how to deal with the effects of advertising clutter.

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 we know about TV and video ad length

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about determining the optimal TV ad length.

What's working in audio

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in audio.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.

What’s working in search

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in search.

The funnel alibi: Why brand building and activation should be undertaken simultaneously

Article • Ken Roberts, WARC Best Practice, July 2020

Examines whether upper funnel brand-building efforts, and lower level activation efforts, should be separated from one another, as is traditionally the case.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about GDPR

Article • WARC Best Practice, July 2020

Details key points that brands need to know about GDPR (General Data Protection Regulation) and explains how it provides an opportunity for brands to address key issues with digital marketing and build consumer trust.

What we know about online video audiences

Article • WARC Best Practice, July 2020

Explores the current reading and thinking on the topic of online video audiences, which are increasingly shifting to mobile - here, brand messaging is largely unwelcome, necessitating exceptional creative and controllable ads.

What we know about reach and frequency

Article • WARC Best Practice, July 2020

Provides marketers with information and guidance about how reach and frequency help brands identify the optimal advertising mix.

What’s working in health & wellness

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in health and wellness.

How to deliver personalised content experiences to consumers

Article • Leigh Gammons, WARC Best Practice, July 2020

Best practice advice for brands creating and managing personalised marketing campaigns.

What we know about LGBT audiences

Article • WARC Best Practice, July 2020

Explores current thoughts and writing on LGBT audiences, including the importance of audience understanding and authentic commitment to supporting the community.

What's working in retail

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in retail.

What's working in social

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in social.

Back to basics: Ten marketing principles to pivot to the long-term

Article • Lee Roth, WARC Best Practice, July 2020

It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.

Three-way points for navigating e-commerce in a post-pandemic world

Article • Alex Zhang, WARC Best Practice, July 2020

Brands are now looking to transform the way they reach customers, but not all transformation is always good - here are three steps to adjust to the post-COVID e-commerce world.

Recession-proofing brands across all time horizons — the short, mid and long term

Article • WARC Exclusive, May 2020

Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy, outlines how brands can recession-proof their brands by working through three phases.

Delight at the doorstep: letterbox packaging – the new moment of truth

Article • Jenn Szekely, WARC Best Practice, July 2020

With the inevitable rise of e-commerce since the global lockdown, the mailbox has increased in significance as a new retail experience.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.

What we know about influencer marketing

Article • WARC Best Practice, July 2020

Looks at how influencer opinions and recommendations via word-of-mouth or through social networks play a significant role in spreading ideas and delivering marketing messages to consumers.

What's working in TV

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in TV.

What's working in mobile

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in mobile.

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, June 2020

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.