Our monthly report series covering marketing’s most pressing issues.
The WARC Guide to new research in marketing
- Why it matters
- Share of search
- Digital availability
- Making sense of the ‘messy middle’
Author Q&A
New research in marketing deck
This deep-dive deck into new research in marketing is exclusively available to WARC subscribers.
Contributing articles
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FREE ARTICLE
No, share of search won't replace share of voice
Author Shann Biglione
Company Zenith USA -
Decoding decisions: Making sense of the messy middle
Authors Jonny Protheroe and Sian Davies
Companies Google UK and The Behavioural Architects -
Moving to a positive attention economy with Attention Adjusted Net Reach
Author Professor Karen Nelson-Field
Company Amplified Intelligence -
The true cost of advertising attention
Author Mike Follett
Company Lumen -
Author James Hankins
Company Vizer Consulting -
Authors James Hurman with Peter Field
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Using neuroscience to make the case for more diversity in advertising
Authors Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane and Jasmin Amin
Companies Brainsights and john st. -
Outcome-based marketing v2.0: Profitable growth by targeting consumers in the movable middle
Authors Joel Rubinson and Greg Stuart
Company Mobile Marketing Association -
Share of search: The most important metric you’ve never heard of
Author James Hankins
Company Vizer Consulting -
Les Binet outlines why "share of search" is a powerful, predictive marketing metric
Author Stephen Whiteside
Company WARC -
Are you geared for growth? How to apply Share of Search as a strategic diagnostic
Author James Hankins
Company Vizer Consulting
The WARC Guide to effective packaging
Read the summary deck on effective packaging, which looks at how the reinvention of packaging solutions to meet new challenges offers new opportunities to engage with consumers and convey brand purpose.
The WARC Guide to brand activism in the Black Lives Matter era
Read the summary deck on brand activism in the Black Lives Matter era, which looks at what consumers want brands to do and how supporting Black Lives Matter can underscore a brand’s purpose, if a brand is prepared to acknowledge their truth and make change.
The WARC Guide to marketing in the gaming ecosystem
Read the summary deck on marketing in the gaming ecosystem, which looks at the major opportunity in esports and how gaming is changing the rules of brand loyalty – gamification is out; mobile branded games are in.
The WARC Guide to e-commerce and the future of effectiveness
Read the summary deck on e-commerce and the future of effectiveness, which looks at how e-commerce growth has accelerated globally and the fundamentals of product, packaging and price points.
The WARC Guide to Planning for Attention
Read the summary deck on planning for attention, which looks at the value of attention, attention as a measure and how brands are using it to drive ROI.
The WARC Guide to Marketing in the COVID-19 recession
Read the summary deck on Marketing in the COVID-19 recession, which looks at what we know so far about the pandemic, planning for the recovery and early lessons from China.
The WARC Guide to Structuring for effectiveness
Read the summary deck on Structuring for effectiveness, which looks at some of the key structural considerations for client-side marketers looking to invest effectively.
The WARC Guide to making segmentation work
Read the summary deck on making segmentation work, which looks at how to use segmentation in 2020, finding meaningful audiences and segmentation in a world of AI.
Creating a sports sponsorship framework
Read the summary deck on creating a sports sponsorship framework, which looks at creating a clear and focused measurement framework, choosing the right sponsorship property and how to approach e-sports sponsorship.
Digital strategy in healthcare marketing
Read the summary deck on digital strategy in healthcare marketing, which includes how to build inclusive healthcare tools, balancing rational claims with emotional branding and building higher levels of trust.
Smart approaches to occasion marketing
Read the summary deck on occasion marketing, which focuses on shared human moments, capitalising on occasions to drive year-round benefits and avoiding missteps by focusing on fresh audience insights.
Read the summary deck on partnering for growth, which explores how brand partnerships are creating a new genre of advertising and ways marketers can plan against failure.
If you are interested in contributing please email Lena Roland, Managing Editor, WARC Knowledge.
The subjects of articles should relate to the interests of the WARC Guide's core readership of senior executives working in planning, strategy and insight within communication agencies, advertiser marketing departments, market research agencies and the marketing and research side of the media.
Word Counts
WARC Guide features are typically either 1500 to 2000 words but can be extended by agreement.
Author credits and promotion
Author credits will be given in the byline to the article. A brief biography of the author of up to 30 words can be sent with the submitted copy. Some articles will feature in WARC News. Authors might be invited to do a short Q&A video on their focus topic, or a spin-off webinar with WARC. Authors will be sent a PDF copy of the WARC Guide article.
Writing style
The WARC Guide focuses on giving marketers the confidence to tackle marketing’s biggest challenges through ideas and evidence. This should influence your writing style, namely, that propagation of ideas and arguments is fine, if backed by evidence – brand examples, research, case studies.
WARC Guide articles are not an opportunity to promote the author's company or products. Any such overt references within articles may be edited out.
Articles should include a summary of what this means for marketers and/or agencies. Conclude with a list of key implications or things to consider.
Bear in mind that the WARC Guide has an international readership, so parochial references to brands, marketing examples and topical matters that are well-known locally may be unfamiliar to many people.
Do not include a list of references at the end of the article. References should be embedded within the body copy.
Copy should not depend on charts and tables for its comprehension. Charts should provide supplementary information and enhance the presentation of the article. They must be capable of being remade in Admap's house style. Suggested headlines, standfirsts and cross-heads can be included in the copy, but may be changed in the editing process.
Copy should be filed as a Word Document. Present the copy as a fully formed article, not a presentation. Key points can be numbered, or bulleted.
Accompanying photography and charts
Advertising campaign stills, product shots or other imagery relevant to a submitted article are welcome. These should be in jpeg or tiff format and a minimum of 14cm in width and 300 dpi in resolution. They should be sent as separate files – do not embed them into the copy.
Charts can be submitted, but will need to be remade in the Guide's house style and will be included at WARC’s discretion. Hence, submitted copy should not depend for its reader comprehension on the inclusion of charts as some, or all, may not be published.
Editing and publishing
We reserve the right to edit copy. Should significant editing be required that would materially change the article, the author may be asked to redraft the article. The decision whether to publish the article rests with the WARC Knowledge team.
Copyright assignment
Authors will be asked to sign a form that will assign copyright in the article to WARC, giving WARC the exclusive right to reproduce and distribute the article in any form. This form must be signed and returned before the article can be published.
