The full WARC Guide collection

Browse all issues of the WARC Guide which provide new thinking and best practice on various industry topics.


The WARC Guide to conscious media investment

Read the summary deck on conscious media investment, which looks at how to be a responsible advertiser and how conscious media supports diversity and inclusion.

The WARC Guide to the future of identity

Read the summary deck on the future of identity, which looks at why identity is changing, potential identity solutions and preparing for volatility.

The WARC Guide to customer retention

Read the summary deck on customer retention, which looks at the customer acquisition vs retention debate, retention in a post-COVID world and the future of loyalty programmes.

The WARC Guide to rethinking B2B marketing

Read the summary deck on rethinking B2B marketing, which looks at B2B decision-making, reaching a multi-touchpoint audience and managing across B2B and B2C portfolios.

The WARC Guide to shoppable media

Read the summary deck on shoppable media, which looks at online shopping as a form of entertainment and brands that are ahead of the curve.

The WARC Guide to communicating value

Read the summary deck on communicating value, which looks at brand building and brand advertising as vital tools for creating and maintaining a perception of value.

The WARC Guide to new research in marketing

Read the summary deck on new research in marketing, which looks at how the ‘messy middle’ provides new insight into the role of marketing in an age of e-commerce and the ‘movable middle’ as a useful concept for brands that need to squeeze more from their budget.

The WARC Guide to effective packaging

Read the summary deck on effective packaging, which looks at how the reinvention of packaging solutions to meet new challenges offers new opportunities to engage with consumers and convey brand purpose.

The WARC Guide to brand activism in the Black Lives Matter era

Read the summary deck on brand activism in the Black Lives Matter era, which looks at what consumers want brands to do and how supporting Black Lives Matter can underscore a brand’s purpose, if a brand is prepared to acknowledge their truth and make change.

The WARC Guide to marketing in the gaming ecosystem

Read the summary deck on marketing in the gaming ecosystem, which looks at the major opportunity in esports and how gaming is changing the rules of brand loyalty – gamification is out; mobile branded games are in.

The WARC Guide to e-commerce and the future of effectiveness

Read the summary deck on e-commerce and the future of effectiveness, which looks at how e-commerce growth has accelerated globally and the fundamentals of product, packaging and price points.

The WARC Guide to Planning for Attention

Read the summary deck on planning for attention, which looks at the value of attention, attention as a measure and how brands are using it to drive ROI.

The WARC Guide to Marketing in the COVID-19 recession

Read the summary deck on Marketing in the COVID-19 recession, which looks at what we know so far about the pandemic, planning for the recovery and early lessons from China.

The WARC Guide to Structuring for effectiveness

Read the summary deck on Structuring for effectiveness, which looks at some of the key structural considerations for client-side marketers looking to invest effectively.

The WARC Guide to making segmentation work

Read the summary deck on making segmentation work, which looks at how to use segmentation in 2020, finding meaningful audiences and segmentation in a world of AI.

Creating a sports sponsorship framework

Read the summary deck on creating a sports sponsorship framework, which looks at creating a clear and focused measurement framework, choosing the right sponsorship property and how to approach e-sports sponsorship.

Digital strategy in healthcare marketing

Read the summary deck on digital strategy in healthcare marketing, which includes how to build inclusive healthcare tools, balancing rational claims with emotional branding and building higher levels of trust.

Smart approaches to occasion marketing

Read the summary deck on occasion marketing, which focuses on shared human moments, capitalising on occasions to drive year-round benefits and avoiding missteps by focusing on fresh audience insights.

Partnering for growth

Read the summary deck on partnering for growth, which explores how brand partnerships are creating a new genre of advertising and ways marketers can plan against failure.