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WARC

@makeitwarc

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WARC helps ambitious marketers (bold minds) make maximum impact (bold moves).
Over 40 years of rigorous research and case studies 🧠
#marketing #adv
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Why are we handing our big marketing decisions to the algorithm? My latest episode of Asia maxxing focuses on my big provocation and take from the Google APAC Rethink ROI event last week. With more money going into social and creator marketing, we really need to interrogate how the algorithm really answers our brand goals. That’s why one of my favorite insights from Deepak Chandran is that there are actually two algorithms at play. The other is seeing more data back up why the fundamentals still matter in getting creator and social ROI. Something we cover in WARC ’s Pace Principle 2.0. Thanks Neel Murty and the rest of the Google team for the invite to share the stage with Vijay Raj about rethinking creator ROI.
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⁨ برآورد بازار بدون روش‌شناسی؟ WARC چگونه این کار را انجام می دهد 📌‏WARC در سایت خود چارچوب کلی گردآوری، هم‌ترازسازی، راستی‌آزمایی و ارزیابی داده‌های خود را توضیح می‌دهد. این چارچوب با عنوان HAVE شناخته می‌شود و چهار مؤلفه Harmonise، Aggregate، Verify و Evaluate را در بر می‌گیرد. اهمیت این صفحه، فراتر از معرفی یک چارچوب کلی است. 📌 این موسسه در بخش‌های مختلف توضیح می‌دهد که داده‌های هزینه تبلیغات و شاخص‌های بازار از چه منابعی تأمین می‌شوند، چگونه برای مقایسه‌پذیری تعدیل می‌شوند و در موارد نبود داده مستقیم، برآوردها و پیش‌بینی‌ها بر چه مبنایی شکل می‌گیرند. 📌در این مطلب، گزارش یکتانت را از این منظر بررسی کرده‌ایم و روش‌شناسی #warc را به‌عنوان نمونه‌ای از شفافیت در برآورد بازار مرور می‌کنیم. 🔗 متن کامل در سایت MarketingNews.media #بازاریابی #تبلیغات #دیجیتال_مارکتینگ #یکتانت⁩ Warc ad spend report in 2026 گزارش Warc از پیش بینی هزینه کرد در تبلیغات
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WARC Media has upgraded its global advertising spend growth forecast for 2026 to 11.9%, reaching $1.34 trillion worldwide. Despite consumer cost-of-living pressures and macroeconomic caution, advertising investment continues to accelerate, largely propelled by corporate AI investment, digital performance channels, and social media dominance. WARC also projects global ad spend to expand by 8.4% in 2027 and 7.9% in 2028. #marketingedge #warc #adspend #globaladvertising #advertisingforecast
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@wadeeagar1976 , our Chief Marketing and Strategy Officer, is featured in @makeitwarc ’s The Future of Strategy 2026. His point: identify the right constraint, then govern the decisions that follow. Strategy delivers business impact when it shapes the choices made every day, long after the pitch. Swipe through for his perspective.
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Remember the era of listicles? Klook’s Marcus Yong tells me that treating creator content the same way limits its shelf life. This is one of my favorite practical takeaways from our conversation on the @makeitwarc podcast, based on the Pace Principle 2.0. Have a listen, watch or read!
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Este video dura 2 minutos y medio, o un poco más; pero si crees en el poder de la colaboración, quédate hasta el final. Porque lo que vas a ver no es solamente una performance. Tampoco es solamente una investigación tecnológica. Es el primer paso de un proyecto que todavía estamos construyendo. PROYECTO 08 Todo comenzó con una pregunta: ¿Qué pasa si empezamos a medir la energía que produce el movimiento humano? Un día, desde varias conversaciones con nuestros aliados de @repsolperu y con @alexis_solano, surgió la idea de conectar dos mundos que normalmente trabajan por separado: la tecnología y la danza. Fuimos a buscar a @utecuniversidad, porque allí encontramos el conocimiento, la investigación y la capacidad tecnológica para convertir esta pregunta en un primer ejercicio. Y junto a mi equipo de producción, artistas, a @d1asociacion y @the_blueprint_spot llevamos esta tecnología a un espacio real de movimiento: el escenario. Así nació este primer laboratorio. Durante poco más de seis minutos de actividad se registraron más de 157 mil muestras del movimiento de los bailarines. Los datos permitieron estimar la energía mecánica producida durante la performance y comenzar a observar algo que normalmente no vemos: la energía de nuestro propio movimiento. Pero este no es el resultado final. Proyecto 08 todavía no es un producto. Es un prototipo. Una primera prueba. Vamos a realizar nuevos ensayos, vincular el prototipo con espacios reales de movimiento y profundizar la investigación junto a UTEC, aprovechando el conocimiento y las posibilidades que la universidad nos está proporcionando para continuar desarrollándolo. Creemos que algunas de las mejores preguntas aparecen cuando dejamos de trabajar dentro de nuestros propios mundos y empezamos a conectarlos. Ciencia con arte. Tecnología con movimiento. Universidad con escenario. Eso es lo que puede suceder cuando creemos en el poder de la colaboración. Este no es el final de Proyecto 08. Es el comienzo. Quédate hasta el final. Queremos mostrarte lo que hicimos, pero sobre todo, lo que todavía podemos descubrir. #proyecto #utec #tecnologia
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El 21% de las ideas reconocidas por su creatividad también recibió premios por efectividad The Health of Creativity indica que el 88% de esas campañas apuntan al brand building, mientras que el 61% tiene un impacto medible en ventas y casi la mitad genera impacto sobre la penetración de mercado. Además, las campañas con mejor desempeño tienden a sostenerse en el tiempo: el 37% tuvo una duración de un año o más, frente al 15% de los casos típicos. 📸 El informe también analiza la conversión de ideas creativas a efectivas por red de agencias. Ogilvy lidera por cantidad de ideas premiadas creativamente, con 575, mientras que BBDO registra 137 ideas creativas que también fueron reconocidas por efectividad. VML fue la red que más creció en este indicador, al sumar 27 ideas convertidas. 🔗 Link directo a la nota completa en stories o en nuestra bio.
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Award-winning creative advertising campaigns are more than twice as likely to deliver measurable effectiveness, according to new findings released by global marketing intelligence platform, WARC. The latest edition of WARC’s The Health of Creativity 2026 report found that while 21 per cent of all creatively awarded ideas subsequently received recognition for effectiveness, the figure rose to 45 per cent among ideas that ranked among the most creatively awarded campaigns. The report, released on September 17, 2026, is based on an analysis of 6,360 ideas and 11 years of WARC Rankings data covering award results from 2015 to 2025. The findings examine the relationship between creativity and effectiveness, the characteristics shared by the most successful campaigns, and the extent to which creatively recognised work translates into measurable business results across sectors, brands and agency networks. According to WARC, the research provides further evidence of a relationship between creative excellence and campaign performance, with the conversion from creativity to effectiveness increasing substantially among campaigns that achieve the highest levels of creative recognition. Read more on www.brandcom.ng
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BREAKING: LIONS is coming to Riyadh. The home of Cannes Lions, Effie, Contagious and WARC has just announced LIONS Riyadh — a new regional platform delivered by Tahaluf in partnership with Saudi Arabia's Ministry of Media. Set for 6-8 December 2027 at KAFD, it's designed to bring LIONS' global benchmarks, insights and networks directly to the region's creative, marketing and media communities alongside a strategic alliance with Athar and the existing Dubai Lynx partnership. "The Middle East's creative evolution continues to accelerate," says LIONS Chair Philip Thomas. Link in bio.
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AI hype in marketing is everywhere. What's actually working in the Gulf is a different story. Coca-Cola turned one video into 32 personalized ads and grew its Saudi market share by 10%. Air Arabia hit 2x ROAS across 12 markets running on TikTok's Smart+. One Saudi market-entry campaign shaved a month off production and saved $180K. McKinsey says 84% of GCC organizations have adopted AI. Only 11% are actually turning that into revenue. That gap is the real story. Link in bio.
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What’s your brand’s “pixie dust”? Last week, Disney Cruise Line ‘s Martin Gwee opened the Festival of Marketing with a story about “pixie dusting”. A fun and organic community driven ritual that became a beloved part of the customer experience. To me this was a story about earning relevance. And the human conditions we often forget that underpin it. Conditions that can’t be bought or easily planned. This was my main takeaway and it showed up in different ways across the agenda: 1. Relevance has time horizons (don’t just optimise for fleeting moments of attention) 2. Relevance as a system of earned + paid (via VaynerMedia APAC Hajar Yusof ) 3. Relevance requires humility (via PropertyGuru Group Alexander de Leon ) Asiamaxxing is a series where I showcase and connect the latest global and regional insights in the marketing industry.
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The professional network is evolving into a powerhouse business media ecosystem! According to new forecasts from WARC Media, LinkedIn’s global advertising revenue is projected to rise from $8.2 billion in 2025 to $9.7 billion in 2026, before reaching $11.3 billion by 2027. This sustained trajectory outpaces several mid-sized social platforms, driven by investments in generative AI, B2B creator participation, short-form video, and Connected TV (CTV) distribution partnerships with NBCUniversal, Roku, and Samsung. Key Takeaways from the WARC Report: • Accelerated Growth: Projected ad revenue gains of 18.3% in 2025 and 18.5% in 2026 put LinkedIn ahead of peers like Snapchat ($6B), Pinterest ($4.2B), and Reddit ($2.2B). • AI Industry Magnet: Companies developing Gen AI tools allocate ~12% of their digital ad budgets to LinkedIn—four times higher than the 3% average across other categories. • Expanding Format Reach: Short-form video consumption on the platform is up 12% year-on-year, while its US CTV offering reaches an estimated 105 million connected devices monthly. • Corporate Purchasing Influence: Ipsos data highlights that Millennials (38%) and Gen X (33%) represent the largest share of corporate decision-makers within LinkedIn's 1.2 billion registered user base. Read the full report by Felicia Nwosu on our website now! #marketingedge #linkedin #warcmedia #adrevenue #b2bmarketing
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