Article
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Low Lai Chow, Event Reports, CX Trends, February 2021
COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.
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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Camilo LaCruz, WARC Exclusive, February 2021
Looks at the top trends that will shape business in 2021, based on sparks & honey’s cultural intelligence platform Q™.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020
Formula 1, a racing brand, developed an interactive, AI-enhanced platform to identify the visibility of sponsors during a race.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for International Research, 2020
CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.
Article
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WARC Best Practice, November 2020
Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.
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.
Article
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TD Reply, Research on WARC, November, 2020
The marketing industry has seen more disruption in the past 10 years than in the last 100.
Article
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Henrik Nordmark, WARC Exclusive, October, 2020
Henrik Nordmark, Head of Data Science at data science company Profusion, explains why algorithms are biased, and why mishandling algorithms leads to outcomes such as the UK’s recent exam results fiasco.
Article
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Felicia Scott, WARC Exclusive, October 2020
Discusses bias within organizations and how to address it.
Article
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WARC Best Practice, September 2020
This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.
Research Paper
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Samer Muthana Sarsam, Hosam Al-Samarraie, Ahmed Ibrahim Alzahrani, and Bianca Wright, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 578-598
Recognizing both literal and figurative meanings is crucial to understanding users' opinions on various topics or events in social media.
Article
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Euromonitor Strategy Briefings, August 2020
Highlights the results of Euromonitor’s Voice of the Industry: Travel and Tourism survey, alongside commentary and context from Euromonitor experts.
Data
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WARC Data, July 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article
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Rishad Tobaccowala, WARC Exclusive, June 2020
This is an excerpt from the opening chapter of Restoring the Soul of Business: Staying Human in the Digital Age by Rishad Tobaccowala (HarperCollins Leadership, 2020), which discusses how the key to successful transformation in any organization lies between human intuition and data-driven insights.
Research Paper
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Mina Akbarabadi and Monireh Hosseini, Int. Journal of Market Research, Vol. 63, No. 3, 2020, pp. 272-287
Nowadays, many people refer to online customer reviews that are available on most shopping websites to make a better purchase decision.
Article
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WARC Best Practice, May 2020
Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.
Article
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Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020
With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.
Article
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WARC Best Practice, April 2020
With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.
Article
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WARC Exclusive, April 2020
Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Article
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Nikki Mendonça, WARC Exclusive, April 2020
For brands looking to drive increased effectiveness of their marketing activities, it’s vital to understand the new rules of brand experience.
Article
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Joy Bhattacharya, WARC Exclusive, April, 2020
AI-driven embedded marketing can help SVOD providers to monetise content, and enable brands to reach consumers in environments where conventional advertising is not possible.
Article
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WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Article
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Ian Edwards, WARC Exclusive, March 2020
Ian Edwards, planning director, Northern Europe, Facebook writes that machine learning will ultimately replace the need for segmentation and manual targeting.
