We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face. This will be the seventh year we have run a Toolkit report. We use it to draw out some key lessons for marketers by pulling together WARC’s best articles, case studies and research on a range of hot topics. Released next week, the 2018 report will be the most extensive yet.
Strategists often benefit from an outsider’s eye, observes David Tiltman. In Singapore, the planner behind SK-II’s Marriage Market Takeover explained how an element of Chinese culture, so ingrained as to go unspoken, provided the emotional springboard for a stunningly effective campaign. I was recently in Singapore for the culmination of the 2017 WARC Prize for Asian Strategy. In its seventh year, this competition has really grown into a showcase of the best of Asian strategic thinking.
You might notice a few changes on the site, with the launch of WARC Data, a new resource focusing on trends in global advertising and media investment. The product, which we’ve launched in Beta, offers our users accurate, unbiased, up-to-date data. It will help them plan their marketing budgets, and benchmark media allocation and ROI levels against the market. Some highlights include:For a limited period, while the new service is in Beta, all WARC subscribers will have access to the new product.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".