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Fixing the problems of US fashion brands in China

News • 20 October 2020

US fashion does not sell well in China – unlike other foreign brands, from Italy, France and the UK, Chinese consumers see US brands as lacking cachet.

For Coca-Cola, content agility is more of the same but faster

News • 19 October 2020

For brands, the idea of agility is often focused on how they respond to new circumstances, such as that presented by Covid-19, but it does not necessarily mean an immediate change in what they are doing, according to Coca-Cola’s ASEAN director of int

Adapting to the new economics of B2B marketing

News • 15 October 2020

Business-to-business (B2B) marketers have significant opportunities to broaden their targeting and investment of time and effort as a result of the lower costs of doing business engendered by the COVID-19 pandemic.

Volkswagen’s new strategy: dreams of electric fleets

Article • 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.

Nothing’s changed but everything’s changed: Marketing Coca-Cola during COVID-19 without fizzing out

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

Coca-Cola’s Sadaf Zarrar talks through the changes the beverage giant had to make during COVID-19, and how the crisis inadvertently helped up its marketing game.

Pitching through COVID-19: Six key lessons to embrace

Article • Eva Landuyt and David Strome, WARC Exclusive, October 2020

Like most things during the COVID-19 pandemic, pitching has been forced to evolve – by adhering to six key principles, pitches can run smoothly during this volatile time.

How brands can adapt to the new economics of B2B marketing

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers, Today’s B2B Buying Realities Conference, September 2020

Business-to-business (B2B) marketing has been transformed by the COVID-19 pandemic, as old norms are replaced by greater flexibility and openness.

Nissan enhances creativity through new structures and nuanced use of data

Article • Geoffrey Precourt, Event Reports, the Association of National Advertisers Media and Measurement Conference, September 2020

Nissan, the automaker, has enhanced its creative strategy through transforming its internal structure and agency roster and making full use of data to inform its communications.

Why transparency and trust will see us through this crisis

Opinion • Federica Bowman, October 2020

There are moments in your life when many factors come together. You could say, when the stars align, but as someone whose career has been forged on data and facts, such a celestial analogy would be incongruous.

What we know about working with agencies

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing client-agency relationships, which has seen many changes with globalisation and digital transformation.

Building ‘crisis ready’ client-agency relationships during COVID-19

Article • Sam Hawkey, WARC Exclusive, September 2020

The COVID-19 pandemic has poured light on pre-existing cracks in client-agency relationships, and relationships new to evolve for a new era of marketing volatility.

Coca-Cola and IAG evolve the client-agency relationship

News • 02 September 2020

The word ‘partnership’ is often used about client-agency relationships, but agencies are often first to be cut when marketing budgets come under pressure; both parties need to be flexible, says executives from Coca-Cola and IAG.

Majority of clients overhauled strategic thinking and creative work in response to COVID-19

Data • Zoe McCready, WARC Data Points, August 2020

An overview of strategists' perceptions of their clients' response to the novel coronavirus (COVID-19) outbreak.

Speed, trust and inspiration: How the client-agency relationship is evolving

Article • Low Lai Chow, Event Reports, The Drum Can Do Festival , August 2020

The pandemic is changing the ways in which clients and agencies work together.

Huawei invests through the pandemic

Article • Sam Peña-Taylor, WARC Exclusive, August 2020

Huawei’s brand chief for the tech giant’s consumer business discusses how agency partnerships and brand investments have adapted through the pandemic.

Majority of strategists believe they have gained influence across agencies and clients this year

Data • Zoe McCready, WARC Data Points, July 2020

An overview of strategists' perceptions of planning within their agency and clients.

Future of Strategy 2020: steering budgets in a time of crisis

News • 26 July 2020

WARC’s Future of Strategy report shows how the vast majority of strategists are witnessing clients decrease spend, with delays or cancellations of work rife – which is changing life for strategists too.

COVID-19’s impact on strategy

Opinion • Ed Cotton, July 2020

The COVID-19 pandemic has swept around the globe, causing the tragedy of the loss of life and, at the same time wreaked havoc on the economy.

The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.

How strategy can emerge stronger

Opinion • Tom Roach, July 2020

Strategists must not let a crisis knock their confidence in the discipline, says Tom Roach.

Crashing out of the Goldilocks zone

Opinion • Ajinkya Pawar, July 2020

Wunderman Thompson India’s Ajinkya Pawar writes about the advertising industry’s growing fragility, as agencies have failed to keep up with the new dimensions through which people now encounter brands.

How brands can build better partnerships with agencies

News • 22 June 2020

Brand marketers are missing a big chance to build more effective relationships with partner agencies, according to new research from the World Federation of Advertisers (WFA).

Moving measurement to the eye of the beholder

Article • Robert Wegenek, WARC Exclusive, June 2020

Considers some of the potential impacts as we head towards an addressable world.

The business importance of financial empathy

Opinion • Kim Walker, June 2020

New research suggests that the savings made by cutting on agency fees are not worth the long-term strain on the relationship – Aprais’ Kim Walker has more on why financially sensitive clients see better results.

COVID-19. The unwelcome game changer ad agencies needed

Opinion • Tim Brown, May 2020

Outfit's Tim Brown argues that while COVID-19 disruption has hit agencies badly, it is also a much-needed wakeup to transform both business and work, to survive and move forward into a very changed future.

The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.
The Future of Strategy 2019

Article • WARC Exclusive, August 2019

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy report provides both quantitative and qualitative data on the current state and future expectations of the discipline.