LibGuides: E-Resource Guides: WARC

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Videos

What is WARC?

WARC (World Advertising Research Centre) is a database primarily focusing on reviewing marketing campaigns and efforts. It contains marketing analyses as well as short, two minute videos. It is a user-friendly database and is highly recommended for BUS students, particularly those who need marketing ideas or inspiration.

Navigating WARC

WARC has undergone a recent webpage redesign, and has broadly divided into the Strategy, Creative, Media and Digital Commerce tabs.

It is generally recommended to browse WARC using the above tabs, unless you have a specific topic in mind, in which case the search bar may be more useful. Alternatively, the latest rankings and research articles have been hyperlinked in this guide.

WARC Rankings 2023

The annual WARC rankings have been released, featuring the most creative, effective and media campaigns. The rankings are a quick way to identify the most innovative campaigns, are are a highly recommended place to begin research. Read about the 2023 campaigns below:

Creative 100 (2023) The WARC Creative 100 is a ranking of the world’s most awarded campaigns and companies for creativity. It tracks the results of creative award shows around the world, and acts as a benchmark for creative excellence, allowing marketers to compare their performance with that of their peers.
Effective 100 (2023) The WARC Effective 100 is a ranking of the world’s most awarded campaigns and companies for effectiveness. It tracks the results of effectiveness award shows around the world, and acts as a benchmark for excellence in effectiveness, allowing marketers to compare their performance with that of their peers.
Media 100 (2023) The WARC Media 100 is a ranking of the world’s most awarded campaigns and companies for media. It tracks the results of media award shows around the world, and acts as a benchmark for media excellence, allowing marketers to compare their performance with that of their peers.

Did you know?

In a nod to different cultural contexts, WARC also gives awards for effectiveness by geographic region. Read more about these awards below:

WARC Awards for Effectiveness
WARC Awards for Asian Strategy
WARC Awards for MENA Strategy MENA: Middle East, North Africa
WARC Awards for Chinese Strategy Text is in Chinese.

Locked content

The Library subscribes to most WARC content, but there are a few exceptions.

Content unavailable under our subscription is displayed with a lock icon, as below.