Research Paper
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Lane Wakefield, Kirk Wakefield, Kevin Lane Keller, and Anne Rivers, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 192-211
Marketers pour millions of dollars into sport sponsorship and need a better understanding of its effects.
Data
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Zoe McCready, WARC Data, May 2021
This article summarises the results of the Global Marketing Index for May 2021, when global marketing budgets maintained highest ever rates of growth.
Article
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WARC Best Practice, May 2021
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.
Data
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Zoe McCready, WARC Data, April 2021
This article summarises the results of the Global Marketing Index for April 2021, when global marketing budgets and staffing levels saw the highest ever rates of growth.
Article
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WARC Best Practice, April 2021
Explores the current thinking and writing on the subject of low-budget marketing, a hazy category of marketing, WARC generally defines low budgets as $0-$500,000.
Article
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WARC Category Intelligence, April 2021
Global strategies, campaign updates and trends in channel integration.
Data
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Zoe McCready, WARC Data, March 2021
This article summarises the results of the Global Marketing Index for March 2021, when all regions came back in growth for staffing levels.
Data
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Zoe McCready, WARC Data, February 2021
This article summarises the results of the Global Marketing Index for February 2021, when the index for staffing levels came back into growth for the first time since February 2020.
Opinion
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Virginie Lannevere, February 2021
Will 2020 – with its ups and downs, its re-shuffling of possibilities and consumer behaviour under the constraints of lockdowns, semi-lockdowns and other curfews – have permanently changed media investment in TV? Or its effectiveness? Virginie Lannevere of Analytic Partners doubts it.
Opinion
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Rob Clapp, February 2021
This month: How TikTok is setting up for shopping success in 2021, what the long-term trends in budget effectiveness are, and how brands are failing to engage new Muslim consumers.
Article
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Jay Friedman, WARC Best Practice, February, 2021
Examines how hyperlocal campaign optimizations, with fine-tuned attention to potential buyers that move away from assumptions, can result in campaign effectiveness and efficiency.
News
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29 January 2021
The global marketing industry suffered disruption and decline in 2020 because of the pandemic, but ended the year with a return to growth, according to an annual review of WARC’s Global Marketing Index (GMI).
Data
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Zoe McCready, WARC Data, January 2021
This article summarises the results of the Global Marketing Index for January 2021, when the Headline GMI and the global index for marketing budgets show stabilising rates of growth.
News
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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.
Data
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WARC Data, January 2021
This article reviews the results of the Global Marketing Index across 2020.
Opinion
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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.
Article
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James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Data
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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.
News
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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.
Data
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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.
News
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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.
Data
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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.
Research Paper
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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.
Data
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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:
Article
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Christopher Hosford, ANA, B2B Marketer, November 2020
Despite the detrimental impact of the COVID-19 pandemic on marketing and advertising, B2B digital ad spending is bucking the trend, according to eMarketer's US B2B Digital Advertising 2020 study.
