65% of US consumers expect brands to promote diversity and inclusion in online advertising but 53% do not feel fully represented

A year on from the release last year of WARC’s Guide to brand activism in the Black Lives Matter era, WARC’s just-launched Spotlight US measures industry DEI progress, and what it takes to maintain momentum. Cathy Taylor, US Commissioning Editor, WARC, says: “There is so much work to be done towards DEI in the marketing industry that the subject needs continued commitment and revisiting. Whether the issue is hiring and retaining talent, or how consumers respond to ads that feature diverse portrayals, the underpinnings of the argument for diversity – both…

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Global advertising market sees record growth in 2021 – up 23.8% to $771bn

New advertising spend forecasts for 100 markets worldwide show that the global ad market has largely weathered the impact of COVID-19, so far, and is on course to reach a value of US$1trn in 2025, with more than half of this money paid to just three companies: Alphabet, Meta and Amazon. This is according to WARC, the international marketing intelligence service, which publishes the findings as part of its new WARC Data Premium suite. Following on from a meteoric 23.8% rise to a total of US$771bn this year – the…

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97% of marketers believe pandemic-induced consumer behaviours are here to stay and will impact 2022 strategies

As brands shift their marketing strategies from temporary adjustment to permanent transformation, WARC, the global authority on effective marketing, has today released Marketer’s Toolkit 2022: Global Trends Report , the first-part of a must-read series of six helping brands speedily identify, adapt and successfully meet the challenges of the year ahead and turn them into opportunities for growth.  This 11th edition of The Marketer’s Toolkit brings together insights from a survey of 1,500 marketing executives, one-to-one interviews with more than 25 leading Chief Marketing Officers, and a review of WARC’s latest…

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B2B marketing is struggling to deliver long-term value, according to a new study by WARC, LIONS and LinkedIn’s B2B Institute

WARC, LIONS, and LinkedIn’s B2B Institute, have published “The B2B Effectiveness Code,” one of the largest and most comprehensive studies ever carried out on the effectiveness of B2B marketing.  The research is part of an ongoing partnership between WARC, LIONS and LinkedIn’s marketing think tank – the B2B Institute – that is focused on galvanizing creativity in B2B brand-building and demonstrating the impact of powerful creative on long-term growth. The B2B Effectiveness Code outlines how B2B brands can create more effective marketing and spotlights the “Creative Commitment” principle: the combination of…

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UK advertising spend to exceed £29bn this year with increased recovery predictions

The latest Advertising Association/WARC Expenditure Report forecasts UK ad spend will grow by 24.8% this year to reach a total of £29.3bn. This latest report surpasses July’s projection (+18.2%) by 6.6 percentage points, making this the largest annual rise on record. Total investment for Q4 2021 – the important Christmas advertising season – is expected to be £7.9bn, again the highest level ever recorded.  The latest dataset also includes revised projections for 2022 showing a 7.7% increase year-on-year to more than £31.5bn. Media channels set for a significant recovery following…

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