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The Marketer's Toolkit 2024

Based on WARC’s proprietary GEISTE trends research, insights from 1,400+ marketers worldwide and one-to-one interviews with marketing leaders, the Marketer’s Toolkit 2024 aims to provide marketers with a set of planning and decision-making tools for the coming year.  

Socio-political polarization, the potential of generative AI, masculinity in crisis, sportswashing and community-based sustainability are the five key trends that will disrupt existing global marketing practices in 2024. 

Now in its 13th year, the Marketer’s Toolkit 2024 offers insights to help turn these disruptive areas into opportunities for growth for you and your business.

While it’s fair to say next year’s economic outlook is mixed, we found marketers’ confidence levels are actually higher than 12 months ago . According to our annual Marketer’s Toolkit survey, a majority (61%) of firms expected improved business performance next year, up 10% from last year. And with the Olympics and election spending, WARC expects global ad spend to grow 8.2% in 2024, topping $1 trillion for the first time.

Take a read and start preparing for tomorrow, today.

For complimentary access to a sample of this year's Toolkit, please complete this form.

Are you a WARC subscriber? Login to access the full report.

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© 2024 Copyright and Database Rights owned by Ascential Events (Europe) Limited

WARC (World Advertising Research Centre) is a database devoted to advertising and marketing.

WARC provides thousands of advertising effectiveness case studies detailing strategies of leading brands. It also includes best practice guides, marketing intelligence, research papers, consumer insight, advertising trend data, special reports, news, data and forecasts, trends in TV viewing, newspapers and other media, economic and demographic data, profiles of major brand owners, and more.

• Go to LibrarySearch.
• Log in using your CCCU username and password. If you are away from campus or connecting with your own device over Wi-Fi, you will need to include @canterbury.ac.uk after your CCCU username.
• Select Find Databases A-Z , then click on W, and finally click on the link to World Advertising Research Center (WARC) to open it in a new tab.

Try searching WARC by following the steps outlined below. You’ll practice using some of the most common functions and be ready to search for information for your assignments.

• Click on the three vertical dots next to the Search box to access Advanced Search .
• Type chatbots into the ‘all these words’ box.
• Tick the ‘Select sources’ box for Articles .
• Under Date Range change the dates so that they cover the last 3 years and then click on the Search button.
• Find an interesting article from your result list and see if you can access the full text of the article.
• Reflect on the type of information appearing in your search. How will you use this information in your assignments? How could you make your search more specific?

There is currently no specific area on WARC that talks about accessibility.

Your Learning and Research Librarian will be able to help you make the best use of online resources. For detailed guidance, book a tutorial via the Learning Skills Hub .

How do I search it?

There are two ways of searching WARC. Firstly you can search for cases using the Case Finder . The other is to use Advanced Search to find articles.

Using the Case Finder

Open the STRATEGY menu to access the Case Finder .

To find cases, add keywords via the Add keyword box and then click on the Find Cases button.

You can filter your results using the categories provided. For example, you could filter by Location to Europe , by Campaign Objectives to Brand building , by Media & Channels to Television , by Target Audience to Men , Middle income , Adults 26-55 , and by Campaign Duration to Up to 3 months . As you add them, your filter selections display in the right-hand frame and the number of matching cases refreshes to take these into account. When you have finished adding all your filters, click on the Find Cases button.

Using the Advanced Search

To go to Advanced Search, click on the three vertical dots next to the Search box.

Type your search term(s) into the appropriate box.

You can use Advanced Search to include or exclude keywords. You can also limit to Articles or to a certain date range. Then click on the Search button to proceed.

On the results screen, you can refine your results. Select Recommended articles by ticking the box for this, or use the other options available to limit your results further.

Saving the results of your search

You can either download the articles as a PDF (or sometimes as a PowerPoint presentation) or you can email them to yourself. When you have clicked on an article, look for the download or envelope icon.

Study Support

Library student blog, library twitter account, university bookshop twitter account.

The Creative Effectiveness Ladder

A guide to maximising creative effectiveness.

How can we, as an industry, become more consistently successful at highly effective creative marketing? Cannes Lions and WARC sought to understand how our global community could better share what they have learned about effectiveness, for the sake of continuous creative improvement. This is our answer.

Introducing the Creative Effectiveness Ladder

The Ladder unlocks a shared language for people in the business of creativity who aim higher. It’s a way for the industry to identify the very best work and understand how to utilise creativity to drive specific marketing outcomes. Cannes Lions and WARC's vision is that marketers will turn their version of the Ladder into a critical, continuous tool for improvement - adopting the framework and making it their own.

The WARC Awards for Effectiveness

The WARC Awards for Effectiveness in association with LIONS, are a worldwide competition that integrates the Creative Effectiveness Ladder and promises feedback from judges to all shortlisted entrants and winners across the six categories. Papers will be accepted from 15 February until 01 April. The six shortlists will be announced in May and the winners will be announced at Cannes Lions in June.

Download the Creative Effectiveness toolkit

Download the white paper and a ‘how to’ guide for each level of the Ladder.

Dig into the metrics and case studies that show us best practice at each level. Learn how and why they’ve worked.

World Advertising Research Center - WARC

• Try out WARC

WHERE TO ACCESS THE DATABASE

The database is available on CBS campus and through remote access. Only CBS students and staff can access remotely.

WARC contents

The World Advertising Research Center (WARC) provides articles on advertising, marketing, brands and campaigns. It includes case studies, marketing intelligence, best practice guides, consumer insights, industry trends, news, data and forecasts, trends in TV viewing, newspapers and other media, economic and demographic data, profiles of major brands and more.

Journals in WARC include:

• Market Leader
• International Journal of Advertising
• International Journal of Market Research
• International Journal of Mobile Marketing
• Journal of Advertising Research
• Journal of Interactive Advertising

In addition to articles you will find

• case studies
• trend analyses
• research reports

Topical access points include consumer segments, marketing approaches, product categories, and marketing channels.

The Data tab gives you access to e.g. advertising expenditure by medium and format from 1982 and forwards (Adspend Database and the Media Costs Database).

In your search you can find a lot of guidance by using the upper menu tabs as Tools, Topics, and Data. If you e.g. are looking for a case you can use the Case Finder (through the Tools tab) to optimize your search. Use the Data tab to navigate to the Data Homepage. Here you find an overview of the available statistics in the database.

Link til WARC – User Guide for universities

World Advertising Research Center (WARC) Facts

• Research Priorities
• Advanced search

Advanced Search

The mission of the Journal of Advertising Research ( JAR ) is to act as the research and development vehicle for professionals in all areas of marketing including media, research, advertising and communications. Published by WARC for the ARF, the JAR provides a forum for sharing findings, applications, new technologies and methodologies, and avenues of solution. Its primary audience is academics, as well as the practitioner at all levels of practice.

The Advertising Research Foundation began publishing the Journal of Advertising Research in 1960, and since its inception it has become one of the seminal journals in the industry. The JAR encourages dialogue between practitioners and academics to expand the scientific body of knowledge about all facets of marketing and advertising research, and to facilitate translation of that knowledge to support the ARF’s mission of ‘effective business through research and insights’.

The Journal is read by practitioners in the field of advertising and marketing research, and students and faculty members at more than 5,000 universities in 127 countries. It is available to ARF members, JAR Editorial Board members, and direct subscribers.

The Journal is also available to subscribers of WARC.com, which include the world's largest advertising and media agencies, research companies, universities and advertisers.

About the ARF

The Advertising Research Foundation (The ARF) is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 400 advertisers, advertising agencies, research firms, media companies, educational institutions, and international organizations.

In 2016 The ARF will be celebrating 80 years of objective, original, and curated research. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, The ARF works with its members to create dynamic solutions that build marketing and advertising effectiveness and drive growth. This collaboration yields meaningful, actionable, and indispensable insights that empower The ARF network to have a lasting impact on member organizations and the industry at large.

The JAR is published quarterly for the ARF by WARC. WARC.com is an online service offering advertising best practice, evidence and insights from the world's leading brands. WARC helps clients grow their businesses by using proven approaches to maximise advertising effectiveness.

WARC's clients include the world's largest advertising and media agencies, research companies, universities and advertisers.

In addition to its own content, WARC features advertising case studies and best practices from more than 50 respected industry sources, including: The Advertising Research Foundation, Cannes Lions, Effie Worldwide, Association of National Advertisers, ESOMAR, 4A's, The IPA and DMA.

WARC also publishes other leading journals including Admap , Market Leader and the International Journal of Market Research .

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• WARC (World Advertising Research Center)

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Linking to Medici.tv Videos

WARC database [World Advertising Research Center] includes video in some of its online case studies describing effective campaigns in advertising.  The example below includes a case studio with video of a campaign of Coca-Cola created for marketing of their cola in China.

• Copy the URL for the browser window for the WARC case study containing the video of interest
• In this case that URL is https://www-warc-com.libezproxy2.syr.edu/content/article/warc-prize-asia/coca-cola-faces-of-the-city/127240  and should work for on-campus as well as off-campus video access for all current SU NETID holding students, staff or faculty

• << Previous: Alexander Street Video Databases (Education in Video, Counseling & Therapy in Video, Filmakers Library, Ethnographic Video Online, etc.)
• Last Updated: Jun 28, 2024 10:52 AM
• URL: https://researchguides.library.syr.edu/linking
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Finding Marketing Case Studies with WARC

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SIMILAR ITEMS (based on metadata)

World Advertising Research Center (WARC)

This database contains information on the worldwide advertising and marketing industries, including case studies, full text journal articles, conference papers, news, statistics and information on best practice.

Access the database

• Database is included in the main library search
• Databases provided by UWE Bristol are for educational use only and should not be used for commercial corporate purposes or by unlicensed users

Access the World Advertising Research Center (WARC) database

Database user guides

• Guide to WARC for academic users
• WARC User Guide for universities (PDF)

Accessibility statement

• WARC accessibility statement

Marketing, Advertising, Retail & Sales (MARS)

• Articles - Journals & databases
• Market Analysis
• Roy Morgan Research (Asteroid) database

Marketing Case Studies

Warc (world advertising research center ) case studies.

• PEST / Porters Five Forces / SWOT analysis
• Emerald Insight This link opens in a new window

Access: Emerald Insight> Browse our content> Case Studies>Emerging Markets Case Studies Collection. On the right is a subject area with an option for Marketing

• MarketLine This link opens in a new window

Provide concise evaluation of the latest innovative company strategies.

Access: Click on the browse tab and then click on case studies under Research Type  

Click drop down arrow next to the search box, change item type from  "All Research" to Case Studies"

• SAGE Business Cases This link opens in a new window

A  collection of case studies for use in Business and Management courses at all levels, to help students understand theoretical concepts in practice.

• Business Source Complete (EBSCO) This link opens in a new window

Access: Enter the search terms then scroll down to   "Document type". Tick the " Case Studies " box.

• WARC This link opens in a new window

Access: Open Case Studies>Case Finder. Then use  " Search by keywords " or  the " S e arch by" option.

For more help with finding case studies follow instructions under "Search> Case Finder" in   WARC User Guide

• Henry Stewart Talks: Marketing & Management Collection This link opens in a new window
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• Last Updated: Mar 5, 2024 1:55 PM
• URL: https://aut.ac.nz.libguides.com/marketing_advertising

• Marketing case studies
• WARC - World Advertising Research Centre
• Harvard Business Review

MarketLine is a collection of company, industry and country information, covering 200+ countries and every major industry sector.

• Emerald Case Studies This link opens in a new window Emerging Markets: A collection of peer-reviewed teaching cases from writers working in, or closely, with developing economies. Cases focus on business decision-making and management development in key emerging markets. The Case Journal: The official journal of The CASE Association and the leading online, double-blind, peer-reviewed journal featuring factual teaching cases and case exercises. Show more information Hide details Bond University does not subscribe to all Emerald case studies. Access to the eCase Collection is not available.
• Journal of Business Case Studies

To search for cases within  Marketline , simply select Case Study from the drop down menu next to the search bar:

Available through  Ebsco Business Source Complete . 

To search for case studies:

1. Enter your search terms:

Marketing  in Select a Field (optional) 

2. Limit your results to  Document type: Case Study  (under Search Options)

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