Article
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WARC Strategy Toolkit, March 2021
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
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WARC Strategy Toolkit, March 2021
Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
Article
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The Behavioural Architects, June 2020
Shows how behaviours are changing during and after the COVID-19 pandemic and provides a behavioural road map for how to communicate today and in the foreseeable future.
Article
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Orlando Wood, WARC Exclusive, May 2020
Details how to advertise in a recession – and, specifically, a health-induced recession caused by disease.
Article
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Josie Tutty, WARC Exclusive, April 2020
In times of crisis, brands still need to connect with their customers to maintain open lines of communication as simply ‘ceasing fire’ on all marketing activity until the crisis passes isn’t an option.
Article
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Ashok Sethi, WARC Exclusive, February 2020
The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
Article
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WARC Exclusive, August 2019
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
Research Paper
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Arnaud Debia, Research on WARC, Ipsos Game Changers
Strong ideas are essential for advertisers to grab attention and grow powerful brands, but this requires making bolder creative choices – which can turn around a category, yet risks making a wrong turn.
Article
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Reed Karaim, Event Reports, ANA Advertising Financial Management Conference, April 2019
Farmers Insurance, the insurance provider, has ramped up its focus on marketing effectiveness in a bid to drive the maximum return on its investment.
Research Paper
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Safaa Adil, Sophie La coste-Badie, and Olivier Droulers, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 443-455
For product manufacturers and advertisers, attracting consumer attention in a cluttered advertising environment is essential.
Research Paper
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MRS Awards Papers, Finalist, Jeremy Bullmore Award for Creative Development Research, 2018
The Financial Conduct Authority, a conduct regulator for financial services and financial markets in the UK, increased awareness of the 2019 PPI complaints deadline through a creative campaign based on consumer research in the UK.
Research Paper
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MRS Awards Papers, Winner, Jeremy Bullmore Award for Creative Development Research, 2018
The AA, British motoring association, turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.
Article
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Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018
Phillips 66, the energy company, tasked agency Carmichael Lynch with promoting three different brands using one common strategy.
Article
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Brooke Hemphill, Event Reports, Advertising Week APAC, August 2018
Google is placing its bets on the future of data-driven video.
News
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04 September 2018
GLOBAL: The effectiveness of everyday communications, including voice and written content such as letters and emails, can be improved by adopting a behavioural science approach, according to two industry practitioners.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2018
The Home Depot, the retailer, has developed content capabilities enabling it to meet a wide range of consumer needs.
Article
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Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018
Discusses seven Behavioural Science based concepts which are key tools for optimising everyday communications: Choice Architecture, Salience, Anchoring, Framing, Chunking, Cognitive Ease and Social Norms.
Article
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Crawford Hollingworth and Liz Barker, WARC Best Practice, September 2018
Outlines a simple four-step process for applying behavioural science to optimise everyday communications.
Opinion
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Mike Teasdale, July 2018
Planning cannot afford to keep repeating old mistakes, says Mike Teasdale, if it is to adapt to the rise of data, platforms and short-term response creativity and the decline of long-term brand-building ideas.
News
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05 July 2018
NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).
Article
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Brian Carruthers, Event Reports, IAB UK Engage conference, June 2018
Explores how the Twentieth Century Fox film studio drove ‘attentive reach’ by incorporating elements of storytelling into its online promotional activity for a new release.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, March 2018
Marketing is a discipline that makes improves the imperfect; a copywriting veteran outlines strategies for marketing ugly, boring, and undifferentiated products.
Research Paper
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Alexander Tevi and Scott Koslow, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 111-128
Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.
Article
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Lucy Aitken, WARC Exclusive, February 2018
Discusses how Addict’Aide, a French organisation that raises awareness about any kind of addiction such as drugs, alcohol or gambling, gained global visibility in 2017 with its 'Like My Addiction' campaign and created a follow-up campaign, Le Secret de Laurence.
Article
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Oliver Feldwick, Admap, February 2018, pp. 10-12
Reveals the four levels of cyborg creativity, from simple automation to higher-order creativity, and discusses what the new cyborg agency of the future might look like, and how to achieve it.