News
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19 February 2021
Third-party cookies are due to be replaced with new tracking technology in most browsers and, ahead of the switch, a new survey has revealed that more than two-thirds (68%) of marketers in the UK believe the future of advertising in a cookieless ecos
Article
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Stephen Whiteside, Research on WARC, March 2021
A study published in the Journal of Marketing highlighted several opportunities and risks that may come from using genetic data in marketing campaigns.
Article
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Mike Addonizio, WARC Exclusive, February, 2021
Despite an early pandemic dip, podcast downloads have rebounded, proving the platform’s popularity beyond how it became part of once-familiar commuting habits.
Article
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WARC Best Practice, February 2021
Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.
News
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11 February 2021
Access to data – particularly first-party data – is a major advantage for established B2B players, but according to a survey of B2B marketers by McKinsey, this asset is under-utilized.
Article
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Stephen Whiteside, Event Reports, 4A's Decisions 2021 conference, January 2021
A study commissioned by the 4A’s, the trade body, and Google, the tech giant, outlined various growth opportunities for agencies.
Article
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Eugene Ng, WARC Exclusive, February 2021
This article shares examples of brands that have capitalised on consumers’ new digital first habits in China and offers lessons for other countries.
News
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10 February 2021
Support from the top, the freedom to take decisions and training investment are key factors in determining whether marketers can effect real organisational change and become “future fit”, according to new research from the World Federation of Adverti
News
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05 February 2021
A majority of European marketers appreciate the need to get ready for a future without cookies – now under 12 months away – but a significant proportion feel their company is not prepared, according to IAB Europe.
Opinion
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Rob Auger, February 2021
By this point we're all well aware that the third-party cookie is no longer a sustainable mechanism for targeting, tracking and measurement in digital marketing. A combination of user-privacy concerns and mounting legislation have prompted browsers to announce they are stopping the use of third-party cookies, driving the need for marketers to adapt. It’s actually been a year since Google announced its plan to phase it out of the Chrome browser by the end of 2021.
Article
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Jack Shearring, WARC Exclusive, February 2021
Updated guidance on Google’s attempts to replace third-party cookies in Chrome.
Article
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Low Lai Chow, Event Reports, Shopee Brands Summit, January 2021
E-commerce is experiencing positive disruption due to COVID-19.
Article
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McKinsey & Company, Research on WARC, February, 2021
This report, “The data gambit: How large B2B companies can outmaneuver start-ups,” is based on a McKinsey survey of B2B marketers and a cross-sector review of case studies.
News
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03 February 2021
Home to most of the “last billion” people globally still not properly connected to the internet, Africa is at the centre of a 21st century equivalent of a “gold rush” as tech giants like Google and Facebook are racing to establish the digital infrast
Article
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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.
News
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02 February 2021
Consumer packaged goods manufacturers such as PepsiCo are rapidly increasing their direct knowledge of consumers in ways that are reminiscent of wider trends in the media and advertising sector.
Article
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Steven Moy, WARC Exclusive, February 2021
As a highly regulated category, health and wellness brands can sometimes struggle to differentiate their brand from competitors.
Article
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WARC Exclusive, February 2021
An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
Article
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Backslash, WARC Trends, February, 2021
The COVID-19 pandemic has triggered a cosmic reshuffle of global realities, social norms and individual beliefs.
Opinion
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Jack Shearring, February 2021
Marketers should take note of Apple’s decision to force app developers to request permission to track users across apps and websites, writes Jack Shearring.
News
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01 February 2021
Smartphone apps contain too many trackers, says Apple CEO Tim Cook, and in the future app developers will have to ask users permission to track them across apps in order to create targeted ads; it’s a move that’s likely to hit Facebook’s advertising
Article
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Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021
During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.
Opinion
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Gabey Goh, January 2021
Smooth, speedy digital experiences are now expected by Australian consumers, meaning that brands must find ways to be truly memorable in order to stand out, Gabey Goh, WARC’s Asia Editor, argues in this introduction to a new, expanded APAC Spotlight series.
Article
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Mette Breith , WARC Exclusive, Spotlight Australia, January 2021
OMD’s Mette Breith outlines how brands should leverage social listening alongside other consumer signals as the first step in delivering meaningful brand experiences.
Opinion
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WARC, January 2021
The onset of the COVID-19 pandemic saw Monash University move swiftly toward delivering its courses and brand communications via online platforms and channels. CMO Fabian Marrone speaks to WARC about how data is at the core of the university’s larger mission to build out a highly personalised, yet integrated digital brand experience that is driven by compelling content.
