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Carlsberg beer toasts with biggest share of voice: report
Carlsberg had the greatest share of voice among the Top 10 beer brands and the Top 3 for “Beer”, according to Edge by Ascential’s Share of Search Report on “Most popular Beer search terms”.
But this was only just ahead of Sapporo, as seen over 31 days from March 10 to April 21, 2021. Seven different brands occupied the top spot, including Haidilao and Tiger, in the report which assessed search performance across the Beer category at major Singapore retailers Lazada.sg, Redmart.Shopee.sg and Fairprice.com.sg, using the search terms Beer, Lager and Craft Beer.
B2B marketers are prioritising brand
Brand building is firmly back on the B2B boardroom agenda with 61% of respondents saying brand is now considered a strategic business priority for their CEO and board members, according to a recent report from The Transmission.
What brands can learn from the Australian experience of rising costs
Brands around the world can learn from the ways in which Australian brands are responding to the sharp spike in the cost of living and the measures they are taking to help consumers concerned about the economy, says TBWA\Melbourne’s Eloise Liley .
Why it matters
Amid the cost-of-living crisis, Australian brands are doing things differently from their British and American counterparts, taking three key tactical approaches that respond to the challenge on behalf of their customers to do right by them.
Three principles for activating pragmatic purpose
India's q-commerce needs to balance speed and sustainability
Quick commerce has arrived in India but is it an answer to a consumer requirement or a means of eliminating the competition? Amaresh Godbole of Publicis Groupe ponders the question as part of a new WARC Spotlight series.
Why it matters
There is a need for convenience and speed but it has to be realistic and sustainable from a profit, environmental and human perspective, while balancing the needs of VCs, founders, delivery partners and consumers.
How ‘fan truths’ shape McDonald’s marketing
McDonald’s, the restaurant chain, has successfully tapped into the power of “fan truths” as it develops marketing that builds deep engagement with consumers.
Asia’s next arena of growth: Contextual commerce
Asia is a prime spot to capture the opportunities of contextual commerce, which provides a frictionless one-stop shopping experience facilitated by automation. Writing for WARC, Accenture Song’s Flaviano Faleiro explains why.
Why it matters
The socio-economic changes in Asia will accelerate contextual commerce growth and businesses must understand the new consumer archetypes of the future and shape their innovation accordingly.
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