Warc adopts new brand identity and signs ad archive deal

The new brand identity was created by David Hillman, an award-winning graphic designer who has worked for clients including The Royal College of Nursing and book publisher Phaidon.

It sees Warc drop its formal title World Advertising Research Center, in a bid to reposition itself as the global provider of "ideas and evidence for marketing people".

Its website houses facts and figures on the global ad market as well as case studies, marketing research papers and, following its deal with Xtreme Information, a 3m-strong archive of advertisements.

Warc has already expanded its knowledge base with the addition of material from the ARF Ogilvy Awards, the American Association of Advertising Agencies, Millward Brown, JWT and Universal McCann in recent months.

The changes follow the appointment of Rufus Olins as chief executive at the beginning of the year.

Olins previously headed Haymarket's Brand Media division, publisher of BrandRepublic.com, Campaign magazine and other marketing titles.

Olins said: "All of the developments are intended to help marketing people make sense of the huge changes that are taking place and provide hard evidence of what works, as well as stimulus for new thinking."