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The WARC Guide to The Consumer Crunch
As consumers in many markets endure the worst cost of living crunch in decades, the spotlight is on brands to adapt to changing behaviours and expectations while keeping business buoyant for the recovery. But the current economic downturn poses its own challenge for brands as they navigate new pressures on pricing, portfolio management, innovation, advertising and much more.
The WARC Guide to The Consumer Crunch aims to equip marketers with the knowledge and resources they need to make sound decisions in these difficult times. The Guide offers in-depth insight on consumer sentiment, pricing strategies, brand management and communications, backed with evidence, data and best-in-class case studies.
For complimentary access to a sample of the Guide, please complete this form.
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Our mission is to save the world from ineffective marketing. We do this by providing the latest evidence, expertise and guidance to make marketers more effective. To learn more, visit warc.com .
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WARC’s summary of trends and themes for effective media strategies
Media strategy report 2020 – insights from the warc media awards.
Following an analysis of the shortlisted and winning entries across the four categories – Effective Channel Integration, Effective Use of Tech, Effective Use of Partnerships and Sponsorships, and Best Use of Data – the key insights are:
1. Influencers are becoming a more trusted component in the media mix. Brands are turning to micro influencers in particular, combining their followers to achieve further reach. The collective clout of credible influencers and what they can bring to the mix is increasing: brands are expected to spend $10bn globally on influencer marketing in 2020, according to Mediakix. What’s more, as many people across the globe are now based entirely at home, there’s been the emergence of what the Financial Times has dubbed the ‘lockdown celebrity’, influencers in relevant areas such as fitness, education and food preparation.
2. AI is being deployed in different ways that show off its range and flexibility. Artificial Intelligence has progressed beyond being a bolt-on or a gimmick designed to generate PR, and instead is at the core of transformational ideas that are firmly rooted in commercial objectives. Data is key to encouraging behaviour change.
Among this year’s winners were three stand-out uses of AI: a wicket predictor that enhanced the viewing experience of cricket fans in Australia, a hands-free smart speaker to help new parents in China and a video-insertion tool to embed ads within a popular Hong Kong sitcom.
3. Brands are exploring innovative angles and approaches when leveraging passion points such as sport and music. Audiences are receptive to original ways that brands choose to engage with them. Connecting with people through their passion points can be a useful way to hit the right target audience at a time when they are already highly engaged.
Yet effectiveness remains a tricky area. Sport is a popular passion point, though many marketers admit to being uncertain about its effectiveness: $666bn is invested annually in sports sponsorship, yet in a recent Kantar study, 44% of marketers admitted that it was one of their least understood channels in terms of ROI.
Other areas which were popular among the winning papers included gaming, cycling and running. This year, of course, sponsorship will also bear huge losses because of COVID-19.
4. A combination of innovative and creative touchpoints can cut through and engage with audiences at all points throughout the customer journey. Approaching touchpoints in a lateral way that considers the customer journey beyond traditional media can be a highly effective way to capture attention.
Among this year’s winners were several brands that found highly original and engaging touchpoints to communicate their message more powerfully: for its World Without Walls campaign, Middle Eastern children clothes retailer Babyshop invested in a song, a children’s book and immersive in-store experiences. Chocolate bar Oh Henry! targeted a new audience by using macro-influencers married with a pop-up store; and no-frills New Zealand telco Skinny, wrapped convenience stores in Skinny branding.
“We hope that the insights outlined in our Media Strategy Report 2020 will provide some guidance to media planners and strategists during these unprecedented times.”
The report, available to WARC subscribers on warc.com , includes an exploration of the four themes, summaries of the winning case studies, data and infographics, as well as key takeaways and what these mean for brands, media owners and agencies.
The WARC Media Awards examine the insight, strategy and analytics that power effective media investment. They are free to enter and there is a $40,000 prize fund for the top winning papers. Case studies are welcomed from any territory or discipline. The WARC Media Awards 2021 will launch in early May and close in late September.
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For further information, please contact: Amanda Benfell Head of PR & Press, WARC [email protected] +44 (0) 20 7467 8125 www.warc.com
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Case study analysis. Insights, analysis and lessons from award-winning campaigns. Creative Effectiveness Lions 2023: Insights from the winners. ... Welcome back to WARC! We've made some exciting changes since your last visit, bringing you: Latest category insights straight to your homepage;
April 2024. When it comes to developing highly effective marketing, WARC is the most trusted source of insight and inspiration for world leading brands, agencies, media owners and academic institutions. With our digital platform and advisory services, you can unlock access to our evidence-based research, results-focused campaign case studies ...
WARC is the ultimate go-to resource for new research, case studies, ... WARC offers modules on marketing and brand strategy, consumer insight, and campaign development. We share theoretical frameworks and practical examples to bring both emerging key skills and the basics to life. ... 35 award-winning case studies from around the world ...
Welcome back to WARC! We've made some exciting changes since your last visit, bringing you: Latest category insights straight to your homepage; A new Evidence series on key marketing questions; Category campaign data from recent case studies
Research by WARC and Wunderman Thompson shows that of 1,006 adults surveyed in the US from Sept 3-9, 47% of Black/African American versus 32% of the general population want brands to change current internal practices and policies. A sample of the WARC Guide to Brand activism in the Black Lives Matter era is available to download here.
CASE STUDY Cannes Creative Lions. Entrant. Creative Adidas, a sportswear brand, launched an exclusive referral code in order to create brand buzz and expan VIEW SUMMARY Canada Goose: Out There r, remade Frank Sinatra's My Way and made it the original is never finished. Click a title to see a case study nique CASE STUDY Cannes Creative Lions.
In this sample report you'll access: Key takeaways across creativity, media and effectiveness. Case studies from Audi, ESPN / State Farm and Brahma. Interview with Fernando Machado on the making and success behind 'Moldy Whopper'. An opinion piece on effectiveness through volatility from Karen Crum, Global Brand Strategy Director, McCann ...
term bets on brand marketing could cost companies in the long term. As previously stated, only 5% of B2B case studies in the WARC database are placed at the top level of the B2B Effectiveness Ladder. By shifting their strategies to place bigger bets, brands have the opportunity to climb to the top of the B2B Effectiveness Ladder,
WARC services include 100,000+ case studies, best practice guides, research papers, special reports, advertising trend data, news & opinion articles, as well as awards, events and advisory services.
The WARC Guide to The Consumer Crunch aims to equip marketers with the knowledge and resources they need to make sound decisions in these difficult times. The Guide offers in-depth insight on consumer sentiment, pricing strategies, brand management and communications, backed with evidence, data and best-in-class case studies.
The insights are drawn from the winners of the WARC Media Awards 2019, a global case study competition rewarding comms planning that has made a positive impact on business results
WARC contains case studies, marketing information, and articles that can help you develop your own marketing strategies. Type a company, brand, or industry into the search bar.. At the top of the results list, you will see a Shortcuts option for a related topic.Click on this for a comprehensive list of resources on this subject.
• Warc Prizes: Features our own annual case study competitions including the Warc Prize for Innovation, Warc Prize for Social Strategy, Warc Prize for Asian Strategy, Warc Prize for Connection Strategy and the Admap Prize. • Warc 100: A ranking of the world's best marketing campaigns based on their performance in effectiveness and ...
The study reveals a major audio investment gap for marketers. Consumers spend 31% of their media time with audio, yet audio is only allocated 8.8% of media budgets. Other media represent 91.2% of ad spend and 69% of consumer media use. WARC: Saving the world from ineffective marketing. With 75,000 marketer clients in over 100 countries, WARC ...
The WARC Media Awards examine the insight, strategy and analytics that power effective media investment. They are free to enter and there is a $40,000 prize fund for the top winning papers. Case studies are welcomed from any territory or discipline. The WARC Media Awards 2021 will launch in early May and close in late September.
WARC services include 94,000+ case studies, best practice guides, research papers, special reports, advertising trend data, webinars, awards, events and advisory services; has 1,400+ client ...