Audio: prospering in an ever-present medium

Admap, June 2019

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Article

This episode of Behind the Winning Idea explores the strategy, execution and outcome of Trelleborg: SmartPort, awarded a Gold in B2B in the 2021 WARC Awards for Effectiveness.

Data

An overview of expected consumer spend this festive holiday season.

Data

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts for 2022/23. Key findings include:

Article

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

Article

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

Opinion

Five major trends from We Are Social’s Think Forward 2022, backed by an extensive global survey  –  by Lore Oxford, head of cultural insights.

Research Paper

Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose.

Research Paper

Colorado became the first state to legalize recreational marijuana, in 2012. Health organizations and public policy makers, including the Colorado Governor’s Office, were concerned by how this action would affect the acceptability of marijuana consumption behavior among youths under 21 years of age.

Research Paper

This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.

Research Paper

Drawing from the social-functional perspective, this research explored the differences in consumers’ responses to two types of spokesperson’s smile: broad and slight.

Research Paper

This study experimentally tested the effects of animation versus rotoscoping versus live action in direct-to-consumer television advertising on outcomes, including risk and benefit perceptions and attitudes toward the drug.

Research Paper

This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).

Data

An overview of changes in linear TV's daily reach and consumption in Q3 2021 in Australia, Germany, the United Kingdom and the United States.

Article

Using the examples of three multinational companies, Mindshare Asia Pacific’s Rohan Lightfoot and Anita Munro explore the variety of routes to profitability through the lens of good growth.

Article

SimplyGood is a startup offering eco-friendly household cleaning products and its founder and CEO, Jeremy Lee, tells WARC how he aims to do good by reducing single-use plastic and carbon pollution – starting from the home.

Article

Prakash Kamdar and Carol Wee of dentsu Singapore relate how the marketing communications company started its journey towards being a purpose-led business by ensuring it has a fundamental appreciation of the virtuous cycle of good and growth.

Opinion

A survey by FreeWheel and CoLab Media Consulting finds advertisers increasingly attracted to ‘advanced TV’ media, such as connected TV and video-on-demand platforms.

Article

Dianne and Frank Sciacca, the co-founders and owners of Ecoganic Bananas, have revolutionised the banana industry with their ecoganic farming methods but it has not been an easy journey.

Opinion

2021 has been a turbulent year for B2B marketers from a data perspective. Jon Clarke of Cyance reviews the current landscape and shares his thoughts on how the data landscape will shift in 2022 and how B2B marketers can capitalise.

Article

Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi examine three examples of businesses that have put purpose into practice effectively with their meaningful challenge purpose, ecosystem focus and holistic performance.

Article

Outlines the channels available for brands looking to reach esports fans.

Data

An overview of digital advertising (social media, search and retail media) costs.

Rankings

Canadian Club, a Canadian whiskey brand, launched a campaign in Australia to sell its whiskey in summer when beer was by far the most popular alcohol.

Rankings

UNILAD, a digital publisher, launched a campaign in the UK to change a law preventing sexually active gay and bisexual men from donating blood.

Rankings

Personal care brand Dove used the courage of healthcare workers to communicate its $7.5m Covid-19 support efforts and expand its Campaign for Real Beauty narrative in the UK.