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Data

An overview of Alphabet (Google Search, YouTube and Google Network Members) advertising revenue in Q2 2021.

Article

China’s DTC or direct-to-consumer brands are shapeless like water, says OMD China’s Mimi Lu, with fluid branding, a fluid omnichannel and fluid segmentation based on small data.

Article

This guide inspires advertisers to develop Marketing Sustainability Strategies and provides resources for education.

Opinion

In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how can brands plug in and play with the region’s mobile gamers.

Article

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

Article

Southeast Asia has one of the largest and most active gaming markets in the world and Twitch’s Cheeri Leo shares how brands can level up their marketing strategies to do more with SEA gamers.

Opinion

The mobile gaming scene in Southeast Asia is growing exponentially, thanks in large part to the ongoing COVID-19 pandemic, and Singapore-headquartered ONE Esports, Asia’s largest championship esports series, has a front row seat in one of the most active gaming regions in the world. CEO Carlos Alimurung speaks to WARC about developing rapport with the region’s gamers and how brands should be enablers.

Article

POKKT’s Umamon Siriluksanaporn says the rise in mobile gaming, internet and smartphone usage is providing brand marketers with a unique environment to engage with Thailand’s customers over a fully digital spectrum.

Article

Marketers can successfully target the right audience for their campaigns if they understand Vietnam’s mobile gamer demographics, say RMIT University’s Dr Ho Phu Hai and Dr Soumik Parida.

Article

Amid the pandemic’s deep impact on Indonesia’s consumer behaviours, dentsu X’s Rommy Yosef Pantouw looks at how brands can tap opportunities in the burgeoning mobile gaming market.

Opinion

The mobile gaming scene in Southeast Asia is growing exponentially, thanks in large part to the ongoing COVID-19 pandemic and Singapore-headquartered game publisher Garena has a front row seat in one of the most active gaming regions in the world. Garena’s vice president of strategic partners Jason Ng speaks to WARC about the importance of localising engagement efforts with gamers and how brand partnerships with games are evolving.

Article

Mindshare’s Haroon Qureshi shares his guide on what’s happening in the mobile gaming space and what marketers can do to achieve success in gaming marketing.

Article

BBH Asia Pacific’s Alasdair Gray explains why advertisers should connect with gamers to find out what gaming means to them and what their culture represents.

Article

Mobile gaming in Southeast Asia has experienced exponential growth since the start of the pandemic in early 2020 and InMobi’s Rishi Bedi explains how to do advertising right in mobile gaming.

Data

This article summarises the results of the Global Marketing Index for July 2021, when long term growth across marketing budgets and trading conditions was evident across all regions.

Opinion

Visha Naul, Director of Business Marketing, EMEA, outlines Pinterest’s lesser-known audience segments, and explains why she discourages brands from being ‘shouty’ on its platform.

Data

An overview of Snapchat daily active users in Q2 2021.

Article

Provides marketers with information and guidance about combining TV and digital media strategies.

Article

As shifting priorities alter long-held notions of luxury, TBWA\Singapore’s Belynda Sim looks at what will define 21st century premium in Asia.

Article

The rising role of influencers in consumers’ purchase decisions marks a return to a trend that’s actually as old as the earliest humans, the Nudgestock 2021 conference heard.

Article

The likelihood of affecting long-term behaviour change hinges largely on giving people the feeling very early on that they’re already making progress, according to Headspace.

Article

APAC consumers are more likely to support a brand making a profit if it has a “positive impact” on the world.

Article

Inspired by Einstein’s famous equation, Mediabrands’ Ben Kwan formulates a new theory for the marketing universe, one that holds the marketers’ world together.

Article

With sustainability an increasing focus in the business world and for consumers, brands will need to centre regenerative design as a key pillar of their sustainability efforts.

Opinion

As the debate around sustainability becomes ever more urgent, packaging is one area where brands can make a big difference, says Jose Gorbea of HP Graphic Arts.