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David Gutting, WARC Exclusive, January 2022
Details a more holistic approach – the Whole Brand Index (WBI) – to the customer experience by measuring a brand’s combined unified power, market actions and purpose in place of traditional marketing funnel metrics.
Every year, marketing practitioners will face different challenges from the previous year. At the same time, the 2022 Renyin Tiger Year has not been able to get rid of the ravages of the new crown virus. It is against this background, in an era when consumer behavior is indecisive due to the repeated epidemics, and the brutal launch and harvest will eventually pass. Therefore, the theme of WARC's "2022 Marketing Talents Tackle Book" is "break through the hustle and bustle and return to the essence of marketing". We see marketers pay more attention to how to stick to long-termism and effective marketing, this method is imperative.
Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement.
This case study looks at how American Express found success with its Small Business Saturday campaign in the US and how it grew into a social movement for local community businesses and gained the support of a US President.
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Grace Kite, Jonathan Wise and Suresh Balaji, WARC Exclusive, January 2022
WARC Talks the Marketer's Toolkit 2022 in a series of 5 podcasts covering the key themes identified in the report, with this episode focusing on valuing profit and the planet.
The discipline of experience is maturing rapidly in South Africa. The next step is to bring more localisation to experience efforts, says Joe Public’s Dan Herman.
WARC’s Genevieve Silk considers how the winners of this year’s DMA Awards have highlighted societal issues that are all too often ignored, denied or neglected.
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Adam Epstein, Mudit Jaju and Meg Nieves, WARC Exclusive, January 2022
WARC Talks the Marketer's Toolkit 2022 in a series of 5 podcasts covering the key themes identified in the report, with this episode focusing on the collision of brand and e-commerce.
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Ben Grubbs, Kris Boger and Emma Chiu, WARC Exclusive, January 2022
WARC Talks the Marketer's Toolkit 2022 in a series of 5 podcasts covering the key themes identified in the report, with this episode focusing on social commerce and the creator economy.
Explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.
With both Apple and Mozilla having already banned third-party cookies in their browsers, and Google planning to follow suit in 2023, now is the time for publishers and advertisers to work together towards a cookieless future, says Adform’s Philip Acton.
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Dr Carol McNaughton Nicholls, WARC Best Practice, January 2022
Research by BritainThinks shows there is a significant ‘say-do-gap’ in peoples’ desire to adopt more conscious consumption behaviours, and what they actually do.
While many of L'Oréal's brands are foreign, L'Oréal China’s Katia Lan says the cosmetics giant is able to connect with Chinese consumers through intangible cultural heritage. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Senior marketing executives from brands and agencies from around the world are represented on the first three jury panels being announced today for the WARC Awards for Effectiveness 2022 .
Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.
