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How Lenovo shaped marketing strategy for its service-led transformation

Article • Gabey Goh, WARC Exclusive, April 2021

Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.

Media strategy through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for media excellence in 2020.

Creativity through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.

Upgrade to systemic marketing to bridge the marketing divide

Article • Andreas Moellmann, WARC Exclusive, March, 2021

By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.

Getting the most out of DCO

Article • Paul Porter and Oliver Feldwick, WARC Best Practice, March 2021

DCO should live up to its name – as a dynamic and creative way to make the most of data to deliver optimal creativity for brands.

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.

What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.

How data can power out-of-home to stop consumers in their tracks

Opinion • Sam Knowles, March 2021

Smarter use of data is rapidly transforming DOOH into a highly targeted, personalised medium for a growing number of brands.

Why holistic, responsible and innovative use of data is key to brand success

Opinion • Amelia Ward, March 2021

PHD’s Amelia Ward reflects on award-winning media campaigns from Singapore Airlines, Direct Line Group and O2.

Driving real-time media strategies with data and signals

Opinion • Aarti Bharadwaj, March 2021

Data-derived signals regarding states and traits increasingly form the basis of how marketers strategise, execute and optimise campaigns, writes Aarti Bharadwaj.

The importance of leveraging data for large B2B marketers

News • 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.

Fit for the future – what marketers need to survive and thrive in a data-driven era

News • 10 February 2021

Support from the top, the freedom to take decisions and training investment are key factors in determining whether marketers can effect real organisational change and become “future fit”, according to new research from the World Federation of Adverti

Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

B2B 내 채널 변화: 기술 및 통신 시장에서 변화하는 전략

Article • WARC Exclusive, February 2021

Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.

Lessons in out of home from the Media Awards’ Data winners

Opinion • Chiara Manco, January 2021

WARC’s Chiara Manco looks at 2020 WARC Media Awards winners that have used data to inform innovative out-of-home strategies.

URL to IRL (In real life)

Article • Christopher Karpenko, ANA, Forward, December 2020

Coordinating physical and digital marketing has proven extremely effective for many B2C brands; however, accurately tracking and measuring the success of these campaigns can be challenging.

Lessons from the Grand Prix: Specsavers – WARC Media Awards Data

News • 21 December 2020

Specsavers, the British optician and audiologist increased sales by using first-party data yielded from its online appointment-booking tool to prompt patients overdue for an eye test, reducing empty appointment slots and growing sales.

The OOH opportunity to build, measure and amplify marketing

Article • Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020

Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

Brian Wieser on disinvestment in TV, disastrous Quibi and why a Facebook break-up may not be so bad for brands

Opinion • Brian Wieser, December 2020

Brian Wieser, GroupM’s Global President of Business Intelligence, talks to WARC’s Alex Brownsell about the rise of Netflix, the fall of Quibi and the prospect of Facebook or Google being broken up.

Four key attributes of an award-winning marketing campaign

Opinion • Guy Hanson, December 2020

Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.

What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.

DTC and OTT: the perfect marriage?

News • 25 November 2020

During a year when locked-down consumers have turned to both direct-to-consumer brands and streaming services, it makes sense that these are working more closely together.

What marketers need to look at before finalizing 2021 media plans

Article • McKinsey & Company, Research on WARC, November, 2020

Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about segmentation

Article • WARC Best Practice, April 2020

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
Marketing in the age of fragmentation

Article • Scott Symonds, Admap Magazine, October 2014

This article argues that data will become the primary currency of future marketing strategy and that marketers should deploy data to create seamless brand experiences that function across all delivery channels.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.