Article
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WARC Best Practice, May 2019
Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
News
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20/10/2020
For the German automaker, a shift to electric vehicles has meant a fundamental adaptation, not only of manufacturing but also of communications.
Article
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Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020
Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.
News
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04/09/2020
Thai travel and hospitality brands have been adept at catering to foreign tourists, but with international traveller numbers plummeting this year they need to redesign their brand experience to meet the needs of domestic tourists.
Article
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Ekaluck Charanvas, Ponghatai Sreesing, Hari Ramanathan, Kunakorn Sansuk, WARC Exclusive, Spotlight Thailand, September 2020
With international travel still up in the air, brands in Thailand should use this pandemic-driven reset to refresh their approach to the domestic market.
Article
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Darren Coleman, WARC Best Practice, August 2020
This article explains the important role brand plays in driving growth.
Article
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Jacob Harbord, Christine Tan, Clement Law and Angel Manzano, WARC Exclusive, August 2020
There is no doubt that measures to contain the spread of COVID-19 will have a lasting impact on everyone and knowing how people are adapting and coping will be key for brands moving forward.
Article
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Lee Roth, WARC Best Practice, July 2020
It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.
Article
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WARC Exclusive, May 2020
Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy, outlines how brands can recession-proof their brands by working through three phases.
Article
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Dheeraj Sinha, WARC Exclusive, July 2020
Leo Burnett’s Dheeraj Sinha argues that being vocal for local be taken as an opportunity to raise up the Indian ecosystem and build world-class brands.
News
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02/06/2020
As clubs in Europe’s many leagues look toward a return, titans like Real Madrid are adapting to the sport’s socially-distanced next step, making its own changes and observing where fans are leading.
Article
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Sam Peña-Taylor, WARC Exclusive, May 2020
Real Madrid has, like many other football clubs, seen its on-field operations stopped and replaced with digital work – this piece explores what it did and where it plans to go.
Article
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Remona Duquesne and Joe Pullos, WARC Webinars, May 2020
Remona Duquesne and Joe Pullos share the tools, frameworks and learnings to give you the confidence to not only survive but thrive in the current recession.
Opinion
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Jenn Szekely, May 2020
The current health crisis will be followed by an economic one, and companies need to be sure their strategy is suitable.
Article
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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.
Article
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Gerard J. Tellis, WARC Exclusive, May 2020
When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.
News
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06/05/2020
Brands can create more effective advertising by understanding the motivations behind people’s purchase decisions and how they have changed under COVID-19, according to exclusive new research from Decode.
Article
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Phil Barden and Dr. Nick Carnagey, Research on WARC, April 2020
Explores new research into the changes in consumer motivations during the Covid-19 crisis, as opposed to before.
Opinion
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Christian Polman, April 2020
In the face of the global pandemic, it might seem trivial to focus on marketing, but the world will prevail against coronavirus, and while it is clear that we won’t revert to how we were before, a new, new normal will emerge, says Ebiquity's Christian Polman.
Article
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WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Article
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Amanda Ginzburg, WARC Exclusive, April 2020
In a charged political environment, brand involvement can be fraught with risk, but there are meaningful ways brands can be involved.
Article
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Nikki Mendonça, WARC Exclusive, April 2020
For brands looking to drive increased effectiveness of their marketing activities, it’s vital to understand the new rules of brand experience.
News
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13/04/2020
Gen Z consumers – and Gen Alpha after them – are less likely to drink alcohol than previous generations, forcing an evolution in the alcoholic beverages category for both product development and marketing approach.
Opinion
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David Tiltman, April 2020
As part of WARC's special series on Marketing in the COVID-19 crisis, David Tiltman, VP Content at WARC, interviews Oliver Feldwick, Global Head of Innovation, The&Partnership, to discuss how brands can respond to the threat of recession and start to prepare for post-COVID-19 times.
Article
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Vicky Bullen, WARC Exclusive, April 2020
Gen Z drinking habits are changing, and brands need to wise up to the ‘why’ and shift their strategies.
