News
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18/09/2020
Investing in sustainable innovation can help brands win a growing market share of spending by increasingly environmentally conscious consumers, new research suggests.
News
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17/09/2020
Three-quarters of consumers across Asia-Pacific (75%) prefer brands that offer discounts and benefits to frontline health workers, while 73% stated they want brands to include information on how they are responding to COVID-19 and to communicate ...
Case Study
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Yutaka Tsuda, Kei Okubo, WARC Prize for Asian Strategy, Shortlisted, 2020
Financial newspaper The Nikkei took a multi-pronged approach to attract a new young audience in Japan's highly competitive media landscape.
Case Study
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Matthew Nolan, Lauren Cadman, Nicholas Short, WARC Prize for Asian Strategy, Shortlisted, 2020
Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and drive a halo effect across mass audiences.
Article
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SiewPing Lim, WARC Best Practice, September 2020
Reciprocity is becoming an increasingly potent marketing lever, especially for customer experience, and brands need to ensure that they are delivering more than a transaction.
News
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11/09/2020
With the pandemic still looming over the minds of consumers, mentions about safety made up almost 50% of all online conversations related to top concerns and priorities in the Asia Pacific region according to a new report from Digimind.
Opinion
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Shagorika Heryani, September 2020
There’s always a place for humour – even during a crisis, writes Shagorika Heryani, Head of Strategy at Grey MENA and judge for the 2020 WARC Prize for MENA Strategy.
Article
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Mukta Lad, WARC Exclusive, September 2020
A Powered by Nine webinar shed light on what Christmas 2020 means for brands, advertisers and consumers in Australia.
News
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07/09/2020
Nine in 10 Australians (89%) believe Australia should be producing more products locally following the COVID-19 pandemic, according to new research from Roy Morgan.
Article
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Geoffrey Precourt, WARC Exclusive, July 2020
John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.
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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Chalinee Hirano, WARC Exclusive, Spotlight Thailand, September 2020
New research from Far East Fame Line DDB breaks down how Thai consumers have adapted post-lockdown and outlines the differences across generations.
Article
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Jenni Romaniuk and Ava Huang, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 546-560
Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.
Opinion
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Gabey Goh, September 2020
With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
Article
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Issarisa Khamswas, WARC Exclusive, Spotlight Thailand, September 2020
Breaking down the new value exchange that travel brands will need to grab the attention and wallets of Thai consumers changed by the impact of the COVID-19 pandemic.
Article
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Suppakit Limboonsong, WARC Exclusive, Spotlight Thailand, September 2020
The economic impact of the pandemic will be heavy, but the Thais are resilient people, adept to change in creative ways, with opportunities for brands to thrive.
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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Linwan Wu and Holly Overton, Journal of Advertising Research, Digital First, August 2020
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).
News
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20/08/2020
The COVID-19 lockdown has spurred many Indians to rethink their current lifestyles and needs, with many now observant of their consumer behaviour and specifically their spending habits.
News
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19/08/2020
The data that powers the smart technologies credited with improving people’s lives is also central to cybersecurity threats, privacy scandals and the sometimes questionable practices of tech giants; it’s having an impact across everything from ...
News
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13/08/2020
Consumers in India are now focused on their most basic needs while cutting back on nonessentials, according to a new report from Accenture.
Opinion
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Rodney Collins PhD, August 2020
As countries ease and then tighten restrictions, the timetable to recovery remains uncertain. Dr Rodney Collins PhD considers how culture plays an outsized role in the responses that diverse peoples take to the re-opening process.
News
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11/08/2020
While most Indian consumers don’t expect household spending to return to normal until the middle of next year, many have expressed a ‘positive buying sentiment’ for this year’s Diwali.
News
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07/08/2020
Australian women are feeling pressured under lockdown and many are thinking about taking a new path after the pandemic comes to an end.
News
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06/08/2020
Asia’s consumers are looking at insurance purchases in a different light because of COVID-19 and the industry needs to adapt its communications and purchase paths accordingly.
