WARC's Alex Brownsell and James Mcdonald talk about the key takeaways from the latest Advertising Association/WARC Expenditure Report. Discussing why UK adspend is growing, which categories are doing the best, and how the UK compares to some international markets.

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WARC's Ann Marie Kerwin talks to Ad Net Zero's US director John Osborn, and lead climate science and policy advisor Bill Wescott. Discussing the creative and scientific perspectives in coming up with realistic steps to a more sustainable way of doing business. To find out more about Ad Net Zero, click here.

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WARC’s Anna Hamill and Sam Peña-Taylor discuss three of the biggest narratives shaping earnings season: how the US election and China’s economic downturn are impacting brands, and the road ahead for Starbucks.

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WARC's Aditya Kishore and Stephanie Siew talk about the recent report titled 'Building Belief: How to instill a culture of creative effectiveness'. Discussing the ABE framework, 3+ marketers and what that means, and why marketers can start their journey even without sign-off from their CEO.

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WARC’s Alex Brownsell talks about a new cross-industry initiative that pledges to make the advertising world a better, more productive, more creatively-driven place. Discussing this project with one of the co-founders, Brian Jacobs, Denise Turner, CEO at Route Research, and consultant and author Michael Farmer.

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WARC's Rica Facundo discusses new research and strategies unveiled at SXSW that will help marketers become more effective.

Featuring interviews from Wavemaker's James Boardman and Saïd Business School's Felipe Thomaz about why understanding “infuenceability” closes the effectiveness gap, WPP's Katie Rigg Smith on why brands need to scenario plan to tap into the changing demographic of Australia, and VML's Sarah Bailey on how to move away from creating dull advertising.

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In the second of two episodes covering the IPA Effectiveness Conference, WARC's Anna Hamill speaks to Tom Roach (Jellyfish) about share of model, Leo Rayman (EdenLab) and Jo McClintock (Trainline) talk about demand switching for environmental impact, and ITV's Sameer Modha and Kate Waters discuss their research on the present value of future spend.

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In the first of two episodes covering the IPA Effectiveness Conference, WARC's Anna Hamill speaks to System 1's Andrew Tindall about the magic of creative consistency, Prof. Sophie Scott joins to discuss why humour is so effective, and Billion Dollar Boy's Becky Owen breaks down the next era of creator marketing.

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WARC's David Tiltman talks to WARC Media's Alex Brownsell and Celeste Huang about the latest Global Ad Trends report on Baby Boomers. Discussing Baby Boomer media habits, their social platform preferences, and why this cohort hates ads the most.

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WARC's US commissioning editor Cathy Taylor talks with Neil Parker, chief strategy officer and co-founder of Co:Collective about the company’s research on how and why purpose-led companies succeed not only in doing the right thing, but in terms of business metrics.

The company conducted qualitative research by interviewing a number of established brands and organizations, including Hewlett-Packard, The New York Times, Unilever and UNICEF. The research showed enormous consistency in how each company approaches purpose: each aligns their organization against a purpose that fits with their business, embeds it throughout the organization, and then activates it through a variety of operations and strategies. Co:Collective calls these generative businesses businesses because they generate additional value for more stakeholders, on a more sustainable basis.

A full article on this topic can be found here on WARC.

WARC’s Cathy Taylor talks with Havas’ Jon Waite and Lumen’s Mike Follett about new attention research that details the power of aggregate attention in delivering results.

• The research, which concentrated on display advertising and was performed in partnership with Brand Metrics, looked at 9,000 brand uplift studies, and 11 years of eye-tracking data, providing scale to the understanding of how attention works. 
• Among other findings, the research showed that aggregate attention time, on a user-by-user basis, should be a key unit of analysis – brands should start looking beyond attention per impression to what the attention value is when individual consumers  see a burst of impressions. 
• It also demonstrated how attention needs differ depending on the outcomes a brand is looking for; upper-funnel metrics like awareness can benefit from multiple hits of small attention, but for campaigns more focused on driving sales, slightly higher average attention with slightly less frequency may be a better approach. 

For more insights into attention, check out the new WARC Guide to Attention.

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