31 March 2021 • Marketing partnerships have long been an important marketing strategy for brands and businesses to drive revenue, expand their customer bases and meet and exceed future growth goals. In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how COVID-19 has changed the playing field and takes a deep dive into what’s possible with partnerships that wasn’t before.
24 February 2021 • Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.
24 February 2021 • For most brands and marketers across the world, 2020 was nothing if not tumultuous. But Miseon Stella Park, senior brand manager, mints, Asia – Mars still sees South Korea’s economy faring better than others. In a chat with WARC’s Gabey Goh for the Marketer’s Toolkit 2021, Park talks about how important e-commerce and creative marketing are in keeping her products at the top of the consumer’s mind in the new normal.
27 January 2021 • Smooth, speedy digital experiences are now expected by Australian consumers, meaning that brands must find ways to be truly memorable in order to stand out, Gabey Goh, WARC’s Asia Editor, argues in this introduction to a new, expanded APAC Spotlight series.
12 November 2020 • As the brand owner of Nokia, HMD Global navigated 2020 by leveraging a considered approach to meeting the needs of consumers. CMO and Product Portfolio and GTM head (India), Ruchira Jaitly speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about engaging with tribes, how omnichannel is the future and why marketers can’t be just marketers.
Optus’ Melissa Hopkins on marketing’s renewed power, share of search, and rebranding during COVID-19
12 November 2020 • Optus, a leading Australian telco, made the decision to proceed with its brand relaunch amidst a global pandemic. CMO Melissa Hopkins speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about the opportunity for marketers to reset their C-Suite value, lessons learnt from adopting a unified measurement platform and the issue with new growth metrics.
10 November 2020 • COVID-19 grounded Cathay Pacific, but the global airline is looking ahead to when it can take to the skies once more. Edward Bell – GM of Brand, Insights and Marketing Communications – speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about supporting the needs of consumers, silver linings, and why branding is a crucial differentiator.
10 November 2020 • Australian insurance brand NRMA was redefining category codes and creating distinctive work well before COVID-19. IAG Group’s CMO, Brent Smart, speaks to WARC’s Gabey Goh for the Marketers Toolkit 2021 about why investment in brand-building is non-negotiable, the need for relevant creativity and the threat of “sameness” in digital experiences.
09 November 2020 • Thanks to the strength of community, both geographical and digital, the people of the Philippines are finding innovative ways of coping with the ongoing COVID-19 pandemic. How can brands build connections with new tribes that have formed bonds in the most unusual and traumatic of times? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
30 October 2020 • As an essential foods brand, Kraft Heinz navigated 2020 from a unique position of operating within an in-demand category. APAC CMO Dhiren Amin speaks to WARC’s Gabey Goh for WARC Marketer’s Toolkit 2021 about emerging consumer trends, why not all brands need to have a social purpose and the fundamental challenge facing marketers in e-commerce.
20 October 2020 • E-commerce platform Shopee found itself playing an increasingly central role in consumers’ lives thanks to COVID-19 and lockdown measures. Regional Head of Marketing, Agatha Soh, speaks to WARC’s Gabey Goh for WARC Marketer's Toolkit 2021 about staying relevant to users and what the future holds for live streaming and e-commerce in Southeast Asia.
20 October 2020 • Dairy giant Amul emerged from India’s lockdown in a much stronger position than before. RS Sodhi, managing director of the Gujarat Co-operative Milk Marketing Federation and owner of the Amul brand speaks to WARC’s Gabey Goh for WARC Marketer's Toolkit 2021 about never going dark, meeting new consumer demands, being hyper-local and the organisation’s belief in long-term consistency.
31 August 2020 • With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
16 July 2020 • The 2017 edition of the WARC Prize for Asian Strategy saw the overwhelming presence of emotion-led campaigns making the shortlist. WARC's Asia Editor Gabey Goh takes a look at the potential reasons.
09 July 2020 • In a Q&A with WARC, HSBC’s Leanne Cutts reflects on her time as a WARC Prize for Asian Strategy judge in 2012 and Jury Chair in 2013, and offers some advice to this year’s judges and Prize hopefuls.
29 June 2020 • With the call to be “vocal for local”, there’s never been a better time to be a local brand in India. But despite favourable conditions caused by current affairs, convincing an Indian consumer, used to a global marketplace, has also become trickier. What will it take for homegrown brands to break through? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
05 May 2020 • As part of WARC's special series on Marketing in the COVID-19 crisis, Gabey Goh, Asia Editor at WARC, interviews Nazirah Ashari, Strategy Director at TBWA\Kuala Lumpur, to discuss how marketers should be approaching Ramadan and the following Eid celebrations during this pandemic.
28 April 2020 • What will it take to win over the young Indonesian consumer and find success in the third largest youth market in the world? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
05 March 2020 • In recognition of a discipline in flux, WARC presents a special debate series, featuring members of the Singapore Strategy Group, on a topic close to the hearts of strategists the world over.
27 February 2020 •
22 November 2019 • This interview is part of the Marketer’s Toolkit 2020. Download the summary report here . In this exclusive interview for WARC’s annual Marketer’s Toolkit release, Olivier Bockenmeyer – Head of Corporate Marketing, South East Asia - Oceania, Samsung – speaks to WARC’s Gabey Goh about the importance of clarity and action with brand purpose, the risk of relying only on digital and how notions of privacy differ across markets.
About Gabey Goh