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.
Opinion
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Chiara Manco, January 2021
WARC’s Chiara Manco looks at how winners of the 2020 Media Awards’ Effective Channel Integration category reaped the benefits of using strategic comms planning to engage their audiences.
Opinion
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Zofia Iwaszkiewicz, December 2020
During 2020 Kantar has published seven category-specific media effectiveness investigations covering food and drink, tech and telco, alcohol, finance,
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.
Opinion
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Nicola Niesl, December 2020
In a final instalment of category-specific touchpoint investigations, Kantar’s Nicola Niesl looks at touchpoint effectiveness for retail brands.
Research Paper
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MRS Awards Papers, Winner, MRS Award for Media Research, 2020
Thinkbox, the marketing body for commercial TV in the UK, made rigorous econometrics available to all for free by building Demand Generator, a unique, online took that determines the optimal media mix specific to a brand's category, budget and goals.
Opinion
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Nicola Niesl, December 2020
In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.
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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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.
Opinion
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Caroline Schicketanz, November 2020
In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.
Article
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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.
Opinion
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Ian McGrath, November 2020
Over the last decade, media has become more difficult to plan and it now requires more resources to execute. Iain Jacob captured this perfectly in a recent article for Campaign, “ Executing a successful, compliant, competitive, well-measured media campaign has in fact never been harder ”.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
News
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09 November 2020
In the current environment, many marketers are turning to cost-efficient social media and video-sharing platforms, but in doing so they may be sending the wrong signal to the very customers they want to attract, research suggests.
Article
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Nicole Greenfield-Smith, WARC Exclusive, October, 2020
The perceived cost and scale of an advertising channel can enhance brand attributes in the eyes of the consumer.
Article
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WARC Best Practice, October 2020
Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
Article
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WARC Best Practice, October 2020
Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.
News
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21 October 2020
Marketers often adhere to a “small-budget fallacy” which causes them to ignore the core principles of effectiveness when building out strategies, according to research presented at Lions Live.
Opinion
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Anna Hamill, October 2020
As one of the world’s leading marketers, Marc Pritchard, chief brand officer at Procter & Gamble, is driving a transformational agenda of equality and transparency. He speaks with WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 on reinventing brands post-COVID, prioritising media transparency, and pursuing accountability on diversity.
Article
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Stephen Whiteside, Event Reports, Lions Live, October 2020
A “small-budget fallacy” is encouraging marketers with limited resources to ignore the main drivers of effectiveness when formulating their strategies.
Article
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Hannah Walley, Leonie Gates-Sumner and Anna Salter, WARC Exclusive, October 2020
Examines how brands can derive value from social media campaigns and what it means to balance the trust equation and create effective communications and marketing plans.
Opinion
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Renita Jude, October 2020
In the fourth of Kantar’s category-specific touchpoint investigations for WARC, Renita Jude takes a look at media effectiveness for finance brands.
News
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17 September 2020
Advertisers should understand consumer views on the environmental impact of different media channels when they develop campaigns, according to a study published in the Journal of Advertising Research (JAR).
News
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15 September 2020
OOH has been one of the hardest-hit channels during lockdowns but anecdotal evidence suggests that, as these ease and people begin to move about again, brands in Southeast Asia are looking to integrate audience-driven mobile and OOH campaigns.
Opinion
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Renita Jude, September 2020
In the third of Kantar’s category-specific touchpoint investigations for WARC, Renita Jude takes a look at media effectiveness for alcohol brands.
