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How storytelling during the pandemic is paying off for tourism brands

Opinion • Johnny Ng, December 2020

SCMP’s Johnny Ng breaks down the power of story in breaking through a cluttered media landscape and how native advertising can help brands be more effective in engaging with consumers.

SCMP’s 10-question checklist to starting an e-subscription service

Article • Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020

SCMP outlines the key questions publishers need to ask themselves before jumping into a subscription-based business model.

Sport recovers lost mobile audiences but travel struggles

Data • Rob Clapp, WARC Data Points, November 2020

An overview of the changes in global mobile audiences among key categories in 2020.

Google reaches copyright agreement with French news groups

News • 23 November 2020

Google, the US internet giant, announced last week that it has reached agreement with six French newspapers and magazines over copyright payments and that talks with other media groups are continuing with the aim of reaching a “framework agreement” b

Six lessons from APAC publishers on driving reader revenue

Article • Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020

At the Digital Media Asia conference, publishers in APAC share lessons learnt in the ongoing mission to engage and convert readers.

New York Times grows subscription base to 7 million

News • 09 November 2020

Almost ten years after The New York Times took the risk of introducing a metered paywall for its content, it seems the gamble has paid off after the prestigious US daily reported last week that revenues from digital subscriptions surpassed those from

How the FT sees the future of live events

News • 27 October 2020

FT Live, the events division of the Financial Times, is going all-in on digital events in 2021 and, in the near future at least, doesn’t expect to see the return of big international conventions.

The Wall Street Journal and Dow Jones' strategy for a cookieless future

Article • Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020

Dow Jones’ financial information products are pursuing a subscription strategy in tandem with building reach using partnerships with platforms.

How FT Live is changing its business model

Article • Brian Carruthers, Event Reports, Advertising Week 2020, October 2020

This article considers how the Financial Times’ (FT) events business has pivoted to digital during the pandemic.

Rethinking brand safety in a crisis

News • 05 October 2020

Brands blocking publisher content related to current events such as the coronavirus or Black Lives Matter are inadvertently harming themselves, says a Verizon Media director, who argues that brands need to rethink their approach to brand safety when

Swedish newspaper heads for best results in 20 years

News • 30 September 2020

As so many newspapers around the world struggle to survive during the coronavirus pandemic – and with many not succeeding – one leading Swedish title finds it’s heading for a record year.

Verizon Media looks to a world beyond keyword blocking

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article examines Verizon Media’s pan-European research into the value of news and journalism.

It’s high time for media’s autumnal refresh

Opinion • James Shoreland, September 2020

Brands should be concerned with a potential reduction in opportunities to align themselves with culturally-relevant content, writes James Shoreland.

Nikkei: "Are You Starting to See It?"

Case Study • Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Bronze, 2020

Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.

Times of India: Out & Proud – India Comes Out of The Closet

Case Study • Saad Khan, Trinolda Colaco, Jason Samuel, WARC Prize for Asian Strategy, Gold, 2020

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Prize for Asian Strategy, Entrant, 2020

Indian daily English-language newspaper The Telegraph used a multichannel approach, including TV, radio and outdoor based around the Durga Puja festival to draw attention to the issue of gender inequality in India.

What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

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

Biting the hand that feeds you: How brand thinking and bold creative helped The Times and The Sunday Times profit from political chaos

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

The Times and The Sunday Times, British newspaper brands, presented themselves as the antidote to the chaos of politics in the UK during the Brexit process by launching a campaign that turned the House of Commons into a zoo.

Joining the dots at Times Radio

News • 30 June 2020

Times Radio is an ongoing brand campaign, according to Times Newspapers’ general manager, and one which ties in with the title’s pricing strategy.

The Times uses the COVID-19 ‘news surge’ to boost subscription revenues

Article • Alex Brownsell, Event Reports, Mediatel’s Future of Publishing online conference, June 2020

Why Times Newspapers opted against dropping its paywall for coronavirus-related content during the pandemic.

Pandemic drives UK news readership to record high

News • 16 June 2020

Daily consumption of national print and digital news brands in the UK soared to over 30 million in the first quarter of the year, its highest ever number, according to the latest data from the Publishers Audience Measurement Company (PAMCo).

Publisher shift from cookies gathers pace

News • 21 May 2020

As The New York Times announces a shift from the use of third-party to first-party data, smaller publishers are having to consider how they can best navigate a cookieless future.

‘Come together’: Why COVID-19 is having a huge impact on UK audiences

Opinion • Denise Turner, May 2020

New research from Newsworks, the marketing body for UK national newspapers, shows that the coronavirus pandemic poses a unique threat to consumers’ key priorities in life.

US, Newspapers Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, September 2019

An overview of advertising as a percentage of sales in the newspapers sector in the United States since 2007.

El Tiempo: #WomenRewriteWomen

Case Study • Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Silver, Effective Social Strategy, 2020

Newspaper El Tiempo persuaded influential female writers to rewrite sexist headlines through a social and owned media campaign to highlight the problem of sexism in Colombia.

A guide to TikTok for brands

Article • Frances Sinclair, WARC Best Practice, February 2020

A guide to using social video app TikTok as a marketing platform, including its organic and paid advertising opportunities, working with TikTok influencers, and how to measure performance.
What we know about marketing on TikTok

Article • WARC Best Practice, October 2020

Explores the latest best practice guidance around using TikTok, a mobile video app, as a platform for marketing communications.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006, pp. 0-0

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.
What's working in entertainment & media

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in the entertainment and media category.
Disruptors: How companies need to prepare for the super app era in commerce

Article • Euromonitor Strategy Briefings, November 2019

Looks at how companies need to prepare for the super app era in commerce by examining how WeChat birthed the revolution and how super apps have spread across Asia.
Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC Webinars, April 2020

Discusses how companies are outperforming their peers by applying behavioural economics to their marketing strategy.