Article
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Stephen Whiteside, Event Reports, 4A's Decisions 2021 conference, January 2021
A study commissioned by the 4A’s, the trade body, and Google, the tech giant, outlined various growth opportunities for agencies.
News
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11 February 2021
Access to data – particularly first-party data – is a major advantage for established B2B players, but according to a survey of B2B marketers by McKinsey, this asset is under-utilized.
Article
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Eugene Ng, WARC Exclusive, February 2021
This article shares examples of brands that have capitalised on consumers’ new digital first habits in China and offers lessons for other countries.
Article
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Low Lai Chow, Event Reports, Shopee Brands Summit, January 2021
E-commerce is experiencing positive disruption due to COVID-19.
Article
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Jack Shearring, WARC Exclusive, February 2021
Updated guidance on Google’s attempts to replace third-party cookies in Chrome.
Article
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McKinsey & Company, Research on WARC, February, 2021
This report, “The data gambit: How large B2B companies can outmaneuver start-ups,” is based on a McKinsey survey of B2B marketers and a cross-sector review of case studies.
News
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03 February 2021
Home to most of the “last billion” people globally still not properly connected to the internet, Africa is at the centre of a 21st century equivalent of a “gold rush” as tech giants like Google and Facebook are racing to establish the digital infrast
Opinion
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Jack Shearring, February 2021
Marketers should take note of Apple’s decision to force app developers to request permission to track users across apps and websites, writes Jack Shearring.
Article
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Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021
During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.
Opinion
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Gabey Goh, January 2021
Smooth, speedy digital experiences are now expected by Australian consumers, meaning that brands must find ways to be truly memorable in order to stand out, Gabey Goh, WARC’s Asia Editor, argues in this introduction to a new, expanded APAC Spotlight series.
Opinion
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WARC, January 2021
The onset of the COVID-19 pandemic saw Monash University move swiftly toward delivering its courses and brand communications via online platforms and channels. CMO Fabian Marrone speaks to WARC about how data is at the core of the university’s larger mission to build out a highly personalised, yet integrated digital brand experience that is driven by compelling content.
Opinion
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WARC, January 2021
Digital is central to the entire brand experience at Carlton & United Breweries, with a focus on how data and technology can help deliver more meaningful consumer interactions. Head of Integrated Marketing, Jemma Downey speaks to WARC about how the company has doubled down on creating best-in-class digital programmes and products, whilst looking at ways its brands can grow beyond the product with new business models.
Opinion
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Grace Kite, January 2021
E-commerce marketers will always be the richest of us in their access to data but, as 2021 progresses, their ability to properly evaluate decisions is increasingly being eroded.
News
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24 December 2020
This year, the New York Times launched an advertising data program for direct-sold ads using just its own first-party data.
Article
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Low Lai Chow, Event Reports, The Drum Digital Summit, November 2020
Data safety needs to take on equal importance in marketing considerations as new data regulations and privacy laws take effect worldwide.
Article
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Mukta Lad, Event Reports, Programmatic Pioneers APAC Virtual Summit, October 2020
At the Programmatic Pioneers APAC Virtual Summit 2020, panellists shared thoughts on how to get more from programmatic advertising.
Opinion
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Michelle Thomas and Charles Baker, December 2020
Digitas strategists Michelle Thomas and Charles Baker identify the seven areas to look for in a business-to-business account-based marketing request for proposal.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020
Unilever, a consumer goods company, launched the Digital Voice of the Consumer (DVOC) programme which uses research techniques to empower the brand to detect incidents in the marketplace and provide actionable insights.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Applications of Research, 2020
LATAM Airlines, an airline holding company, developed a calculator that monetised net promoter scores to facilitate decision making regarding customer experience (CX).
Opinion
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Simon Dale, December 2020
Adobe’s Simon Dale argues that brands need to invest in leveraging real-time data and digitising engagement processes to unlock better customer experiences.
News
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30 November 2020
Facebook, Google and other tech giants will face more scrutiny in the UK from next year after the government announced that it is creating a new regulator to govern the behaviour of platforms which currently dominate the market.
News
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27 November 2020
Well known on the world stage for its activism on data protection, the European Union is now proposing legislation that would create a single data marketplace across the bloc to facilitate sharing.
Opinion
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David Ketchum, November 2020
The DTC wave is still swelling in the Asia Pacific region but it will soon be a crowded marketplace, and marketers looking at DTC for growth must move fast and embrace new ways of monetising insights from media data to win.
News
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25 November 2020
Stock markets may have reacted with glee to the news that COVID-19 vaccines are on the way, but most business leaders are a great deal less sanguine, according to new research from Kantar.
