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Opinion

Throughout 2020, brand leaders in fast moving categories put on sales and share as shoppers defaulted to the familiar while challengers were put on the backburner. But the dynamics are set to change once again. MMR’s Andy Wardlaw talks to behavioural psychologist Dr Sara Bru Garcia to find out how things might play out in the year ahead. 

Article

For high-growth challenger brands, getting the right structures in place alongside agency partnerships and a smart talent strategy will set the foundations of long-term growth.

News

Against a backdrop of steep budget cuts, UK-based pay-TV brand BT Sport was able to create and ride a wave of conversation by writing the script of the 2019/20 football season using AI, growing subscriptions by almost a third.

News

Chinese tech giants are coming under pressure over their use of algorithms and artificial intelligence, which campaigners say are placing consumers at a disadvantage.

News

Understanding facial expressions, such as smiles and nose wrinkles, can help marketers assess the likelihood of a consumer sharing a video ad, according to a study published in the Journal of Advertising Research (JAR).

News

Three-quarters (74%) of businesses in the UK intend to increase their marketing research budgets this year to improve their reach to potential customers, according to a new survey from Stravito, the consumer insights platform.

News

News that the German carmakers have each drawn their subscription service trials to a close in the US hints at the complexity of transitioning from ownership to access business models.

Article

As COVID-19 stretches into 2021, brands are realising that plans put on ice in 2021 may longer fit the moment.

Article

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

Opinion

E-commerce marketers will always be the richest of us in their access to data but, as 2021 progresses, their ability to properly evaluate decisions is increasingly being eroded.

Data

An overview of e-commerce's share of retail sales between 2011 and 2020 across seven major markets.

News

During 2020, WARC’s Global Marketing Index saw the strongest recovery in the APAC region, reflecting the success of the measures taken to reduce rates of COVID-19.

Opinion

 Virtually all advertisers are acutely aware of brand safety issues these days – from their ads showing up next to terrorist videos on YouTube or ads showing up on fake news, hate speech, or disinformation sites. So, they’ve been increasingly paying for ‘brand safety’ technologies that are supposed to help keep their ads away from these situations. But do those technologies do what they claim to do? No, and it’s even worse than that. 

Article

Guidance for marketers approaching connected TV advertising for the first time.

Article

Influencers have pivoted to thrive in the polarized United States.

Article

Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.

Article

Despite polarization, people in the US voted against disruption in the recent presidential election.

Article

While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.

Opinion

Kirstie Maryott shares how polarization can be good for brands, arguing that the greatest enemy is indifference.

Opinion

Navigating the polarized political landscape in the US is no easy feat, but WARC's Cathy Taylor offers some key themes in her introduction to a deep dive on how brands can meet these challenges.

Article

Brands should focus on values and not politics to avoid alienating potential customers.

Opinion

The backlash against the popular messaging app’s privacy policy changes won’t destabilise either WhatsApp nor parent firm Facebook, but it points to the high cost of trust when you haven’t built it – Sam Peña-Taylor.

News

Products worth almost $250 billion were sold last year through WeChat, the Chinese messaging app, more than double the year before.

News

TikTok owner ByteDance has launched a new payment tool as it expands its e-commerce business and takes on the two market leaders in China’s mobile payment sector.

News

Tubi, the streaming service owned by Fox, reported a sharp rise in viewership during 2020 and a near doubling of streaming hours; it now has 33 million monthly active users.