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.
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.
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.
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 .
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.