Best Practice

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What we know about sponsorship effectiveness

Article • WARC Best Practice, February 2021

Examines how brands can build awareness and increase equity through effective sponsorship.

What we know about newsbrand audiences

Article • WARC Best Practice, February 2021

Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.

Financial cards and payments in Asia Pacific

Article • Euromonitor Strategy Briefings, February 2021

Provides a regional overview of financial cards and payments in Asia Pacific, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.

What’s working in non-alcoholic drinks

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in the non-alcoholic drinks category.

Global Ad Trends: Next Gen TV

Data • James McDonald, Rob Clapp, Cinzia Petio, WARC Data, February 2021

This report summarises the latest research from WARC's Data platform, with a focus on next generation TV. Key findings include:

What we know about recall and recognition

Article • WARC Best Practice, February 2021

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

What we know about brand and advertising awareness

Article • WARC Best Practice, February 2021

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

What we know about brand trust

Article • WARC Best Practice, February 2021

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

What we know about storytelling strategies

Article • WARC Best Practice, February 2021

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.

What we know about customer experience

Article • WARC Best Practice, February 2021

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.

The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

How to better reach and resonate with baby boomers online

Article • Sarah Dawley , WARC Best Practice, February, 2021

This article incorporates findings from Hootsuite’s Social Trends 2021 report (a survey of 11,189 marketers), as well as Hootsuite and We Are Social’s Digital 2021 report (a global look at emerging digital behaviors with data from over 220 countries and territories).

Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.

Better For You Packaged Food in the US

Article • Euromonitor Strategy Briefings, January 2021

A category analysis of better for you packaged foods in the US.

Super Premium Beauty and Personal Care in the US

Article • Euromonitor Strategy Briefings, January 2021

A category analysis of premium beauty and personal care in the US.

The changing role of loyalty post COVID-19 and the end of the cookie

Article • Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021

During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.

What we know about social listening and real time research

Article • WARC Best Practice, January 2021

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

What we know about mobile research

Article • WARC Best Practice, January 2021

This paper summarises knowledge and offers guidance and reading on mobile research, encompassing both the methodological use of mobile devices and technologies in the research process, and the research of consumer mobile habits.

What we know about working with start-ups

Article • WARC Best Practice, January 2021

Summarises the insights from a series of key papers on working with start-ups (typically newly emerged, fast-growing businesses) and notes both the challenges and rewards of doing so.

What we know about newspaper effectiveness

Article • WARC Best Practice, January 2021

Covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.

The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.

What we know about targeting Muslim consumers in South-East Asia

Article • WARC Best Practice, January 2021

Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
What we know about luxury shoppers

Article • WARC Best Practice, September 2020

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.
What we know about online video effectiveness

Article • WARC Best Practice, October 2020

Explores the current thinking and writing on the effectiveness of online video, and the different ways in which they can be effective: emotional or informative, long or short.
What we know about TV audiences

Article • WARC Best Practice, December 2020

This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
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 post-cookie audience tracking

Article • WARC Best Practice, February, 2021

Examines the decline of the third-party cookie, its impact on the tracking of online audiences, and potential alternatives and solutions being explored by advertisers and media owners.