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The physics of marketing: Applying a new equation to the marketing universe

Article • Ben Kwan, WARC Exclusive, July 2021

Inspired by Einstein’s famous equation, Mediabrands’ Ben Kwan formulates a new theory for the marketing universe, one that holds the marketers’ world together.

Networked commerce and the power of India’s kirana

Article • Satish Krishnamurthy and Vishwajit Vyas, WARC Trends, July 2021

TBWA\India’s Satish Krishnamurthy and Vishwajit Vyas say the kirana mom-and-pop shops’ communal commerce during the pandemic shows that networked commerce is the new retail reality in India.

Improved analytics and measurement to drive DOOH growth

Data • Rob Clapp, WARC Data Points, July 2021

An overview of the reasons for the future growth in digital out-of-home advertising.

Using first-party data in omnichannel customer journey planning

Article • Dr Shorful Islam, WARC Exclusive, July 2021

With Apple and Google now limiting or terminating data collection by third parties, brands need a strong first-party data strategy to fuel brand growth.

Creative triggers and how brands can avoid the ‘useless data’ trap

Article • Amy Wright, WARC Exclusive, July 2021

Some types of data are acutely under-utilised, writes Amy Wright, Director of Client Strategy at Automated Creative, who argues that creative trigger data can help translate impressions into intelligence.

We’re scaling and we can’t catch up: Why marketers need expertise on demand

Opinion • Sharon Harris, July 2021

The past year has upended some assumptions about how in-housing works . Jellyfish’s Sharon Harris outlines a new hybrid model.

Apple extends advertising lead following iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple's share of advertising spend before and after iOS 14.5.

What's working in social

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in social.

Succeeding in trying times: Behind PayPal’s and Scania’s DMA Awards-winning work

Opinion • Chiara Manco, June 2021

Through a deep dive into two 2020 DMA Awards winners, WARC’s Chiara Manco looks at how challenging times can be the breeding ground for creative and effective work.

Only 26% of Apple users allow app tracking when prompted

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple app users who have allowed app tracking when shown the App Tracking Transparency prompt.

How Chinese strategies point to the West’s ad/retail future

Article • Sam Peña-Taylor, Event Reports, Lions Live, June 2021

This article explores Accenture Interactive’s work in China, identifying lessons from the combination of creativity and commerce that is becoming increasingly important to Western advertisers, too.

Data privacy is the main barrier to mobile marketing growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

Apple adspend muted as Android grows since iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of spend on advertising delivered via iOS and Android devices during Apple's push into data privacy and protection with iOS 14.5.

From audiences to individuals: Adopting a data-driven strategy to advance healthcare marketing from unknown to known patients

Article • Brennan Mason, WARC Exclusive, Spotlight US, May 2021

Examines why healthcare marketers need to shift from large-scale marketing efforts to more focused, data-driven marketing.

How social listening helped Kimberly Clark boost sales and innovation

Article • Sean Hargrave, Event Reports, Festival of Marketing: The Bottom Line, March 2021

Personal care company Kimberly Clark has switched its consumer research efforts away from traditional focus groups to real-time social listening in order to be more clearly focused on customers and to ensure marketing messages address their concerns.

Customer retention with social media communities

Article • Matthew Nolan, WARC Exclusive, May 2021

The experience of brands in China offers important lessons on customer retention in a cookie-free landscape, where social media and full-funnel online experiences rule.

Just 11% of iOS 14 users have allowed ad tracking

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the opt-in rate for app tracking among iOS 14 users (those that can allow or reject app tracking).

What we know about marketing on Facebook

Article • WARC Best Practice, May 2021

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

How Lenovo shaped marketing strategy for its service-led transformation

Article • Gabey Goh, WARC Exclusive, April 2021

Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.

Creativity through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.

Media strategy through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for media excellence in 2020.

Upgrade to systemic marketing to bridge the marketing divide

Article • Andreas Moellmann, WARC Exclusive, March, 2021

By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.

What brands need to know about the rise of Asia’s “Convenience-driven consumer”

Article • Taranjeet Singh, WARC Exclusive, March, 2021

Criteo’s Taranjeet Singh says the pandemic introduced convenience to consumers through online shopping and they are now used to having faster and better services and having products delivered to them.

Getting the most out of DCO

Article • Paul Porter and Oliver Feldwick, WARC Best Practice, March 2021

DCO should live up to its name – as a dynamic and creative way to make the most of data to deliver optimal creativity for brands.

What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
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.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
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.
The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.