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4A’s, Google and Forrester outline growth opportunities for agencies

Article • 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.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • 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.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.

Re-writing the marketing playbook

Article • TD Reply, Research on WARC, November, 2020

The marketing industry has seen more disruption in the past 10 years than in the last 100.

Volkswagen’s new strategy: dreams of electric fleets

Article • Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020

Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.

Nothing’s changed but everything’s changed: Marketing Coca-Cola during COVID-19 without fizzing out

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

Coca-Cola’s Sadaf Zarrar talks through the changes the beverage giant had to make during COVID-19, and how the crisis inadvertently helped up its marketing game.

How brands can adapt to the new economics of B2B marketing

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers, Today’s B2B Buying Realities Conference, September 2020

Business-to-business (B2B) marketing has been transformed by the COVID-19 pandemic, as old norms are replaced by greater flexibility and openness.

Nissan enhances creativity through new structures and nuanced use of data

Article • Geoffrey Precourt, Event Reports, the Association of National Advertisers Media and Measurement Conference, September 2020

Nissan, the automaker, has enhanced its creative strategy through transforming its internal structure and agency roster and making full use of data to inform its communications.

Best Buy reinvents itself (again) to prosper in times of crisis

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers In-House Agency Conference, August 2020

Best Buy, the electronics retailer, adapted at speed to the COVID-19 pandemic, a process driven by an in-house agency team that had built up many of the capabilities needed to meet a crisis.

Building ‘crisis ready’ client-agency relationships during COVID-19

Article • Sam Hawkey, WARC Exclusive, September 2020

The COVID-19 pandemic has poured light on pre-existing cracks in client-agency relationships, and relationships new to evolve for a new era of marketing volatility.

Gorilla Glue generates multiple benefits from in-house approach to TV commercials

Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, August 2020

The Gorilla Glue Company, a manufacturer of various different adhesive products, has yielded multiple advantages from creating and producing TV advertising through its in-house agency.

John Hancock adapts to new COVID-19 mindsets and marketing realities – and 'ramps' up for 2021

Article • Geoffrey Precourt, WARC Exclusive, July 2020

John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.

Target’s in-house agency topples traditional marketing precepts to embrace wider audiences

Article • Geoffrey Precourt, Event Reports, ANA In-House Agency Conference, August 2020

Target, the retailer, has built an in-house creative shop that is able to take a holistic approach to building its brand strategy.

Majority of clients overhauled strategic thinking and creative work in response to COVID-19

Data • Zoe McCready, WARC Data Points, August 2020

An overview of strategists' perceptions of their clients' response to the novel coronavirus (COVID-19) outbreak.

Speed, trust and inspiration: How the client-agency relationship is evolving

Article • Low Lai Chow, Event Reports, The Drum Can Do Festival , August 2020

The pandemic is changing the ways in which clients and agencies work together.

Huawei invests through the pandemic

Article • Sam Peña-Taylor, WARC Exclusive, August 2020

Huawei’s brand chief for the tech giant’s consumer business discusses how agency partnerships and brand investments have adapted through the pandemic.

RB uses TikTok to share public hygiene advice with #HandWashChallenge campaign

Article • Alex Brownsell, WARC Exclusive, August 2020

RB brand Dettol achieved virality on TikTok with a public hygiene campaign.

Majority of strategists believe they have gained influence across agencies and clients this year

Data • Zoe McCready, WARC Data Points, July 2020

An overview of strategists' perceptions of planning within their agency and clients.

The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.

Moving measurement to the eye of the beholder

Article • Robert Wegenek, WARC Exclusive, June 2020

Considers some of the potential impacts as we head towards an addressable world.

How to build and maintain agency/client relationships, especially in a socially-distanced world

Article • Deb Giampoli, WARC Best Practice, May 2020

Looks at the importance of agency/client relationships, which takes on special emphasis, and requires more diligence, at a time when the COVID-19 pandemic makes face-to-face meetings impossible.

How a hybrid agency/in-house model serves 3M’s need for accountability

Article • Geoffrey Precourt, WARC Exclusive, May 2020

3M, the manufacturer of brands like Post-it notes and Scotch tape, has adopted a hybrid in-house/agency model to drive maximum effectiveness from its media spend.

How “decoupled production” helped Experian’s in-house agency master TV advertising

Article • Geoffrey Precourt, WARC Exclusive, May 2020

Experian, the credit-reporting firm, has used “decoupled production” to help it manage TV advertising with an in-house agency.

Structuring marketer-agency partnerships for effectiveness

Article • Lucinda Peniston-Baines and Rob Foster, WARC Webinars, April 2020

As part of the WARC Guide to Structuring for effectiveness, Lucinda Peniston-Baines and Rob Foster of Observatory International share some top tips on how brands can best work with their agency partners to deliver work that connects with consumers.

In-housing: How to overcome common pitfalls

Article • Ryan Kangisser, WARC Exclusive, April 2020

In housing digital media buying is a popular trend, but it isn’t right for every brand and requires careful strategy.

Coca-Cola’s ‘brand experience’ mindset in South East Asia

Article • Low Lai Chow , Event Reports, All That Matters, September 2018

Coca-Cola is adopting a ‘brand experiences’ mindset to its marketing in South East Asian markets including Singapore and Thailand.
Choosing imagery in advertising healthy food to children: Are cartoons the most effective visual strategy?

Research Paper • Maria Lagomarsino and L. Suzanne Suggs, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 487-498

Food advertising is widely believed to influence children’s food preferences, although the evidence is not conclusive.
The new consumerism and its impact on food forms

Article • Euromonitor Strategy Briefings, November 2016

This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.
How to measure design’s contribution to business growth

Article • Joanna Seddon , WARC Best Practice, November 2016

This paper outlines ways to transform perceptions of design, by demonstrating its importance to business.
Bud Light reveals its most powerful ROI driver

Article • Geoffrey Precourt, Event Reports, IEG Conference, April 2018

Bud Light, the beer brand made by Anheuser-Busch InBev, has found that cans which are associated with specific NFL teams deliver an extremely strong level of return on investment.
How brands can use colour to impact subconscious decision-making

Article • Natalie Candy and Vicky Bullen, Admap Magazine, July/August 2017

This article examines the impact of colour on our subconscious brains, and the challenges faced by brands in using colour to communicate the right information to consumers across categories, cultural context and brand meaning.