The WARC Guide to Making Segmentation Work

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News

The rise and rise of live-streaming e-commerce in China has inevitably led to more scrutiny from regulators.

News

PwC, the consulting group, is taking numerous steps to enhance its performance when it comes to diversity and inclusion, and marketing has a key role in both driving and celebrating this change.

News

We’re going to see more marketing messages in our inboxes, along with more texts and push notifications from brands next year than ever before, according to Forrester Research.

News

FT Live, the events division of the Financial Times, is going all-in on digital events in 2021 and, in the near future at least, doesn’t expect to see the return of big international conventions.

News

Asia Pacific was already a leader in mobile adoption before COVID-19 struck and the pandemic has further pushed the channel to the forefront, with mobile playing a significant role in the purchase journey and mobile video now a priority for marketers

Data

An overview of mobile's share of marketing budgets in APAC between 2019-2020.

Article

Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.

Data

An overview of influencer marketing plans over the next 12 months in Germany, the UK and the US.

Opinion

The incredibly consistent and highly effective journey over ten Christmas campaigns makes the John Lewis Gold-winning IPA Effectiveness paper a must-read, writes WARC’s Lucy Aitken.

News

Six state-owned bank branches in China found themselves in trouble last week after they were fined over infringements of consumer personal data rights, in a sign that the authorities fully intend new consumer protection laws to make an impact.

News

For India’s retailers, the pandemic means this year’s festive season is unlikely to match those of previous years but there are signs that give rise to cautious optimism.

News

Marketers are having to produce more “lo-fi” content because of the COVID-19 pandemic, and new analysis of Cannes Lions entries has offered some invaluable best practices when pursuing this strategy.

News

Tech giant Google is developing a suite of apps for consumers in under-served markets who have limited or no internet skills, as it seeks to expand its services beyond the first three billion people in the world who already go online.

Opinion

COVID, Brexit, Trump … if you thought things couldn’t get worse, Nina Schick is about to disappoint you.

Data

An overview of purchase channels among constrained and insulated consumers.

Article

German beauty retailer Douglas is two years into a significant shift to e-commerce, with its platform position setting it up to capture growth.

Article

Procter & Gamble (P&G), the consumer-packaged goods giant, is baking the concept of “citizenship” into its brand-building efforts.

Article

This article explores some of the dynamics playing out in the UK economy and provides guidance for brands operating in the country.

Opinion

Marketers must be ready for a future that is shaped by everything from smart speakers and autonomous cars to artificial intelligence, according to Raja Rajamannar, Mastercard’s chief marketing and communications officer. Geoffrey Precourt, WARC’s US Editor, outlines how this might be achieved.

Article

Explores current reading on multiscreen media planning, a media strategy that embraces and leverages the behaviour of multi-screen media consumption; however, adoption has outpaced research methods.

News

Carrefour, the French supermarket chain, successfully demonstrated how large brands – often depicted as the source of an industry’s problems by challengers – can use their scale to address big issues and shift consumer perceptions.

News

That brand purpose needs to be more than just words has become increasingly clear during the pandemic, as Singapore’s Grab has found across its interactions with consumers.

News

These are tough times for vehicle manufacturers in the UK as they grapple with the impact of COVID-19, continued uncertainty about future trade relations with Europe, as well as a growing problem of an ageing demographic for new car sales.

News

Marketers considering a sponsorship deal need to assess a wide range of factors, including their own brand’s equity and the amount of competing clutter, to help determine the right price, an article in the Journal of Advertising Research (JAR) has su

Research Paper

This paper examines the use of augmented reality (AR) to enhance a study into the price perception of products when viewed online as opposed to in the flesh.