Copy testing & pre-testing
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Article • Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021
Article • WARC Best Practice, January 2021
Research Paper • Rich Timpone, Vinod Venkatraman, Tamara Ansons, Davide Baldo, Manuel Garcia-Garcia, Ornella Godard, Martin Schoeller, Colin Strong, ESOMAR Conference papers, Insights Festival, 2020
Research Paper • Eunjin (Anna) Kim and Sidharth Muralidharan, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 452-466
Case Study • Lea Rayssac-Baures, Phoebe Mallinson, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020
Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2020
Research Paper • MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020
Case Study • Sagar Rege, Vijay Kumar, Rohit Arora, Puja Chatterjee, WARC Media Awards, Entrant, Effective Use of Tech, 2020
Case Study • Tom Curtis, WARC Media Awards, Bronze, Effective Use of Tech, 2020
Research Paper • David Evans Ph.D., ARF Experiential Learning, November 2020
Research Paper • Megan Lau, ARF Experiential Learning, November 2020
Research Paper • Kimberly Rose Clark, Ann Carpenter and Nikita Shaiva, ARF Experiential Learning, November 2020
Case Study • MMA Smarties, Silver, North America, 2020
Case Study • MMA Smarties, Silver, X (Global), 2020
Case Study • MMA Smarties, Gold, North America, 2020
Case Study • MMA Smarties, Bronze, X (Global), 2020
Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020
Research Paper • Minh Nguyen, Kosuke Yoshida and Tomoya Naohara, ESOMAR Conference papers, APAC, 2020
Article • Graham Page, WARC Exclusive, November, 2020
Case Study • Charlotte Moger, James Hamilton, WARC Media Awards, Entrant, Effective Channel Integration, 2020
Case Study • Jason Yim, Kiron Kesav, WARC Media Awards, Entrant, Effective Channel Integration, 2020
Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Silver and Path-To-Purchase Award, Effective Channel Integration, 2020
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Article • WARC Best Practice, June 2020
A summary of new thinking and best practice on Planning for Attention, from the WARC Guide. -
Article • Strategy Toolkit, Strategy Toolkit
This article looks at the nuts and bolts of bringing a marketing strategy to life - how to write a creative brief, and how to brief it successfully. -
Article • WARC Best Practice, February 2020
Explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising. -
Article • WARC Best Practice, January 2021
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers. -
Article • Graham Page, WARC Exclusive, November, 2020
What 50,000 ads and 8 years of emotion research tells us about how to advertise in a recession. -
Article • Professor Karen Nelson-Field, WARC Exclusive, June 2020, pp. 0-0
At the moment, media is sold on opportunity or potential to view rather than whether someone has actually seen the ad or not – as it turns out, many don’t see it, yet advertisers still pay.