Media choices remain driven by perception over evidence – that matters for recovery
New research from the consultancy Ebiquity finds that major gaps still exist between marketers’ perceptions…
Author Warc Staff
Marketers need to pay attention to attention
Attention can act like grocery unit pricing and provide a missing ‘relative quality’ layer in…
The unsustainable tension of image making
2020 has shown that brands need to build their reputation through action, rather than the…
How Absolut activates brand purpose
Absolut, the vodka brand, has demonstrated how brand purpose can be activated successively in different…
Acting on trends may determine whether a brand survives
The end of the year brings a welter of articles about trends, and while it’s…
Three podcast stories that mattered this week: Spotify, Pushkin, Patreon
Spotify spends more money, iHeartMedia inks a boutique partnership, and Patreon brings paywall tech to…
Low digital experience maturity impacting customer experiences in SEA
The rapid migration to digital technologies driven by the pandemic has done little for digital…
How ‘citizenship’ shapes P&G’s brand strategies
Procter & Gamble, the consumer-packaged goods manufacturer, is drawing on the concept of “citizenship” to…
Everything in context – study reveals power of content-relevant ads
New research shows 70% of consumers in the UK are more likely to recall an…
How to pull off a third moment of truth
More e-commerce and a greater focus on hygiene means people are dealing with more packaging…