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Asian strategy is in it for the long run

Opinion • Chiara Manco, April 2021

As the WARC Awards for Asian Strategy enter their 11th year, Chiara Manco looks at how strategy can future-proof businesses, growing brands and inspiring the industry.

Social commerce: Taking offline’s friendly shopping experience online

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Ogilvy’s Andreanna Leclerc discusses what social commerce entails and how brands can leverage it effectively with the three states of social commerce, five important dimensions and four behavioural design principles.

Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Article • Cecelia Girr, WARC Exclusive, April 2021

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

Staffing levels back into growth across all regions

Data • Cinzia Petio, WARC Data Points, April 2021

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

Global Marketing Index: March 2021

Data • Zoe McCready, WARC Data, March 2021

This article summarises the results of the Global Marketing Index for March 2021, when all regions came back in growth for staffing levels.

Brand in action: How ShopBack taps partners’ core competencies for greater outcomes

Opinion • WARC, March 2021

Since its launch in 2014, rewards and discovery platform ShopBack has been steadily building out its partnership network as part of its goal to help shoppers in Southeast Asia “shop smarter”. Chief Commercial Officer Candice Ong speaks to WARC about effective partnerships and growth ambitions.

Connected TV advertising sales doubled in 2020

Data • Rob Clapp, WARC Data Points, March 2021

An overview of programmatic connected TV advertising sales in 2020.

Growing through disruption: New rules of marketing effectiveness in APAC

Opinion • Poonam Kumar, Irene Joshy and Pablo Gomez, March 2021

To master the new rules of marketing effectiveness post-pandemic, brands must be agile and focus on risk intelligence to grow; they have to get creative right as content consumption soars; and they must use insights and data strategically to tap media and communication opportunities.

The beauty of innovation: How Asian beauty brands can grow in post-pandemic Europe

Article • Michael Chadwick, WARC Exclusive, March 2021

Asian beauty brands have made inroads into European markets long dominated by French brands and Cheil UK’s Michael Chadwick says they are well-placed to continue growing on the continent by leveraging on their strength in innovation and status as global tastemaker.

What brands need to know about the rise of Asia’s “Convenience-driven consumer”

Article • Taranjeet Singh, WARC Exclusive, March, 2021

Criteo’s Taranjeet Singh says the pandemic introduced convenience to consumers through online shopping and they are now used to having faster and better services and having products delivered to them.

The open marketplace may cost more than you think

Opinion • Ian Hocking, March 2021

South China Morning Post’s Ian Hocking touts a non-Open Marketplace advertising solution that optimises efficiencies and increases return on investment by connecting first-party data and persistent user IDs to programmatic deals.

Five CX trends in Asia: Pandemic-proofing through customer engagement

Article • Low Lai Chow, Event Reports, CX Trends, February 2021

COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.

How brands can step up to clear up climate confusion

Article • Måns Tesch , WARC Exclusive, February, 2021

Grey’s Måns Tesch says people in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change.

Influencer marketing’s impact on shoppable media

Article • Kaho Yamada, WARC Exclusive, March 2021

Explains how brands can use influencer marketing as a sales channel.

Staffing levels see first growth in a year

Data • Rob Clapp, WARC Data Points, March 2021

An overview of staffing levels globally and in the Americas, Asia Pacific and Europe, according to WARC's Global Marketing Index.

Global Marketing Index: February 2021

Data • Zoe McCready, WARC Data, February 2021

This article summarises the results of the Global Marketing Index for February 2021, when the index for staffing levels came back into growth for the first time since February 2020.

Financial cards and payments in Asia Pacific

Article • Euromonitor Strategy Briefings, February 2021

Provides a regional overview of financial cards and payments in Asia Pacific, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.

Half of brands achieve an ROI of $1.06

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the distribution of return on investment (ROI) from $1 spent on media.

How big brands see APAC e-commerce in 2021

News • 15 February 2021

E-commerce is experiencing positive disruption due to COVID-19.

APAC takes steps to rescue its tourism industry

News • 12 February 2021

The number of overseas visitors to Asia-Pacific slumped by 84% year-on-year in 2020, which is the equivalent of 300 million people, according to the World Tourism Organization.

How auto brands can reframe marketing strategy in post-pandemic Southeast Asia

Article • Kiron Kesav, WARC Exclusive, February, 2021

PHD Media’s Kiron Kesav says automotive brands in Southeast Asia, even those already recovering from periods of lockdown, have to adapt to shifting themes in a post-pandemic world.

Conversational AI improves efficiency but not CX in Asia

News • 12 February 2021

Conversational AI-based solutions helped APAC businesses be more effective during the pandemic but failed to raise the customer experience (CX) bar, according to Forrester.

Shifting expectation in the post-pandemic world: Pivoting for growth in e-commerce

Article • Charu Aggarwal Harish, WARC Exclusive, February 2021

This article highlights the growth in e-commerce during the pandemic and provides insights for marketers to adapt to changing consumer expectations in this fast-evolving category.

Search and social drive 44% of publisher page views

Data • Rob Clapp, WARC Data Points, February 2021

An overview of search and social referrals to digital publishers.

Dentsu forecasts 5.9% growth for APAC adspend in 2021

News • 09 February 2021

Adspend in the APAC region is expected to grow by 5.

Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
Lessons from the Effective 100

Article • Rankings Articles, May 2020

Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
E-commerce shopping more frequent because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of whether consumers are more frequently shopping online rather than in-store as a result of the novel coronavirus (COVID-19) outbreak.