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GMI indicates collective approach to pandemic paid off in APAC

News • 22 January 2021

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.

Global Marketing Index: A review of 2020

Data • WARC Data, January 2021

This article reviews the results of the Global Marketing Index across 2020.

Audio media may need to change its tune if it is to thrive in 2021

Opinion • Alex Brownsell, January 2021

Despite strong evidence supporting the effectiveness of audio advertising, many brands appear unwilling to invest in the medium, writes Alex Brownsell.

Are brands wasting money on sport sponsorships? A new look at brand personality, brand equity, and official sponsorship effects

Research Paper • Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Digital First, December 2020

Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.

Global Marketing Index: December 2020

Data • Zoe McCready, WARC Data, December 2020

This article summarises the results of the Global Marketing Index for December 2020, when the global index for marketing budgets reached its highest ever levels of growth.

Digital dominates media allocation benchmarks

News • 17 December 2020

Successful brands spend 80% of their budgets on TV and digital channels, according to the latest Media Allocation Benchmark report from WARC – a slight dip on the 82% registered in last year’s study.

Media allocation report

Data • WARC Data, December 2020

Using its database of effective advertising campaigns, WARC analysed over 1,400 case studies that contained budget and media allocation information.

Global Marketing Index: November 2020

Data • Zoe McCready, WARC Data, November 2020

This article summarises the results of the Global Marketing Index for November 2020, when the Headline GMI and the global index for marketing budgets maintained growth.

Get your innovation right in 2021

News • 02 December 2020

With media budgets tight in many markets, a new WARC report highlights the sort of innovative strategies, that, post-pandemic, brands can use to facilitate talking points and grab attention as well as drive PR and social engagement.

National time series multiple regression analysis yields actionable results for maximizing Return on Ad Spend (ROAS) by controlling the allocation to media types

Research Paper • Bill Harvey, Audrey Steele, Lloyd Darbonne, James Fennessy and Alan Li, ARF Experiential Learning, November 2020

Reports the findings of a study that determines if the national time series methodology brings back valuable incremental information and compares ad media investment trends to the apparent Return on Adspend (ROAS) effects of each media type.

Global Ad Trends: State of The Industry 2020/21

Data • James McDonald, Rob Clapp, WARC Data, November 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment, media consumption and cost inflation this year and next. Key findings include:

What marketers need to look at before finalizing 2021 media plans

Article • McKinsey & Company, Research on WARC, November, 2020

Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

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.

GMI flags global marketing budget recovery

News • 06 November 2020

From a nadir of 29.

How to set marketing budgets

Article • WARC Exclusive, November 2020

Looks at how to set and allocate marketing budgets to help grow business and deliver incremental value.

Global Marketing Index: October 2020

Data • Zoe McCready, WARC Data, October 2020

This article summarises the results of the Global Marketing Index for October 2020, when the Headline GMI and the global index for marketing budgets came back into growth.

What we know about wearout and decay

Article • WARC Best Practice, October 2020

This article provides marketers with information and guidance about avoiding advertising wearout and decay.

Global Marketing Index: September 2020

Data • Zoe McCready, WARC Data, September 2020

This article summarises the results of the Global Marketing Index for September 2020, when the global index for trading conditions came back into growth.

Global Marketing Index: August 2020

Data • Zoe McCready, WARC Data, August 2020

This article summarises the results of the Global Marketing Index for August 2020, when mobile and digital came back in growth for the first time since March.

Biden campaign outlines ad strategy

News • 05 August 2020

Democratic nominee Joe Biden’s presidential campaign is aiming to spend heavily on TV ads in the run up to the election and will also utilise 60-second spots, all of which stands in contrast to the Trump campaign.

General rules on how to balance long-term brand building vs short-term activation

Article • Paul Dyson, WARC Exclusive, April 2020

Brand building takes time – two to five years – and might initially be less profitable than an activation only strategy so it is important to be able to forecast over at least a 5-year period to reassure the marketing team the strategy is correct.

What's working in audio

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in audio.

What’s working in search

Article • WARC Category Intelligence, August 2020

Global strategies, campaign updates and trends in search.

Global Marketing Index: July 2020

Data • Zoe McCready, WARC Data, July 2020

This article summarises the results of the Global Marketing Index for July 2020, when the signs of recovery became apparent as rates of decline decreased across all GMI indices.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
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.
What we know about advertising in a recession

Article • WARC Best Practice, March 2020

Explores advertising in a recession through the evidence available in the WARC archives and beyond. Typically, recessions cause businesses to rein in advertising spend in the short term, a mistake, that can cause long-term damage to a brand.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
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.