Advertising best practice, evidence and insights

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Mobile operator stc turned educator with an online campaign that cut through the noise and increased 5G subscriptions in Saudi Arabia.

Abu Dhabi: Do not disturb, currently on staycation #InAbuDhabi

Case Study • Angela Hundal, WARC Prize for MENA Strategy, Entrant, 2021

Government authority, The Department of Culture and Tourism, drew domestic travellers for an Abu Dhabi staycation with a data-driven campaign in UAE.

LEGO: Green Instructions

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

LEGO, a brand of plastic construction toys, launched its Green Instructions campaign in Poland, whereby it included additional instructions to existing LEGO sets which made objects more environmentally friendly.

Central Office For Public Interest (COPI): Addresspollution.org

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

The Central Office for Public Interest (COPI), a people-powered research and advertising organisation, raised awareness of air pollution in London, UK.

Motability: Goability

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Motability, a provider of adapted mobility vehicles, launched its ongoing initiative GoAbility in the UK to enrich Google Maps and record everyday obstacles to make journeys more accessible.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.

Rethinking data-driven targeting to deliver more value

Article • Waqar Ahmed Riaz, WARC Exclusive, August 2021

Data can be of immense monetary value to a business, but only if its source is based on real and consistent value in the lives of consumers.

3 in 15: The Future of Identity

Article • David Tiltman and Alex Brownsell, WARC Exclusive, July 2021

WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.

The sustainable marketer: Transforming marketing sustainability, transforming the world

Article • WARC Best Practice, July 2021

This guide inspires advertisers to develop Marketing Sustainability Strategies and provides resources for education.

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.

The future of identity after third-party cookies

Article • Rob Berjon, WARC Webinars, July 2021

Robin Berjon, VP Data Governance at The New York Times, explains why user identity is only ever meaningful – and meaningfully actionable – in a specific context, and shares the Times’s vision for the future of contextual targeting.

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.

The state of advertising identity

Article • Ian Hocking, WARC Exclusive, July 2021

Considers the various post-cookie advertising identity solutions available to marketers.

A new twist on privacy – planning for a post-cookie and IDFA world

Article • Jennifer Pelino, WARC Exclusive, July 2021

Implications for the advertising industry as it navigates new data privacy and compliance rules.

The journey from the post-third-party cookie wasteland to marketing utopia

Article • Siva Ganeshanandan, WARC Exclusive, July 2021

How marketers can prepare for the possibility of third-party data pipes running dry.

First-party data: A matter of survival in China

Article • Mike Zhu, Kevin Cheung and Shirley Li, WARC Exclusive, July 2021

Advice on how to execute a first-party data strategy in China.

Gear up for the cookieless future

Article • Jen Gulling, WARC Exclusive, July 2021

Advice for brands as they evaluate first-, second- and third-party data sources.

How data science can help marketers to bridge the measurement gap in a post-cookie landscape

Article • Sherif Guindy, WARC Exclusive, July 2021

Brands should embrace econometrics to boost their understanding of cross-channel effectiveness.

What should brands do as third-party cookies crumble?

Article • Kenneth Pao, WARC Exclusive, July 2021

Guidance for APAC marketers on how to achieve personalisation without third-party cookies.

Privacy and responsible data use: Patchworks, platforms, and people

Article • Arielle Garcia, WARC Exclusive, July 2021

An overview of the consumer data privacy regulation globally.

Refreshing rewards: How HEINEKEN USA reduced reliance on third-party data

Article • Sam Ngo, WARC Exclusive, July 2021

Beer brand HEINEKEN devised a strategy to gather first-party customer data.

How brands can respond to the consequences of a cookie-free world

Article • Jide Sobo, WARC Exclusive, July 2021

Options for brands looking to minimise disruption resulting from the demise of the cookie in digital advertising.

Dealing with the cookie apocalypse: How to retain your data and measure performance

Article • Flaviano Faleiro, WARC Exclusive, July 2021

The future of advertising will be defined by the ability of a brand to take charge of its own data.

The New York Times: Identity isn’t about identifiers – it’s about people

Opinion • Robin Berjon, July 2021

Contextual identity is a transition from indiscriminately finding people to finding high quality knowledge about people, writes The New York Times’s Robin Berjon.

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