Article
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Josie Tutty, Event Reports, B2B Marketing Leaders Virtual Forum APAC, May 2021
Kyndryl is IBM’s new infrastructure services provider and the tech giant shares how it created the brand on a clean slate.
Article
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WARC Exclusive, Spotlight China, June 2021
Popular Chinese coffee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.
Article
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Brian Carruthers, Event Reports, Festival of Marketing: Fast Forward, June 2021
‘Customer experience’ is increasingly seen as a strategic priority for businesses to help them stand out and grow, but this concept is made up of many factors, and measuring it is a complex task.
Article
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Arielle Garcia, WARC Exclusive, July 2021
An overview of the consumer data privacy regulation globally.
Article
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Jen Gulling, WARC Exclusive, July 2021
Advice for brands as they evaluate first-, second- and third-party data sources.
Article
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Ian Hocking, WARC Exclusive, July 2021
Considers the various post-cookie advertising identity solutions available to marketers.
Article
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Sam Ngo, WARC Exclusive, July 2021
Beer brand HEINEKEN devised a strategy to gather first-party customer data.
Article
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Siva Ganeshanandan, WARC Exclusive, July 2021
How marketers can prepare for the possibility of third-party data pipes running dry.
Article
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Mukta Lad, Event Reports, Adobe Summit, April 2021
Standard Chartered Bank’s Pedro Sousa Cardoso shares how organisations can deliver an exceptional customer-centric experience by leveraging data-led insights inspired by the beautiful game.
Article
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WARC Best Practice, May 2021
Accenture Interactive’s Flaviano Faleiro says companies are moving from conventional customer experience (CX) philosophy towards a more holistic customer-centric strategy called the “business of experience” (BX) – an approach centred on delivering exceptional experiences that respond to customers’ frequently changing needs.
Article
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Vivien Ang, WARC Exclusive, June 2021
As the COVID-19 pandemic becomes endemic, customer experience (CX) has become more important than ever for companies.
Opinion
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Anna Hamill, June 2021
As Cannes Lions Live streamed into the makeshift home offices of the advertising industry for a second year, brand marketing leaders speaking at the event shared their hard-learned lessons from the COVID-19 era, and the new changes that they believe will shape the future of marketing as the industry emerges from the toughest year in living memory.
Opinion
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Jenny Chan 陈詠欣, June 2021
Yet another millennial-targeting, direct-to-consumer disrupter wannabe with cult-like followings…? Don’t brush them off. Legacy companies are taking notes as DTC brands seem to be outsmarting, outpacing, and outmaneuvering them. Jenny Chan, WARC’s China Editor, ruminates about their moves in this Spotlight series.
Article
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Research on WARC, June 2021
Analysis of the 39 most important Key Performance Indicators for media by the Media Leadership Growth Council of the Association of National Advertisers, conducted because of the correlation between KPIs and business results.
Article
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Nick Liddell , WARC Best Practice, June 2021
This article looks at service blueprints, customer journeys and brand experience mapping.
Opinion
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Gabey Goh, May 2021
To succeed in post-pandemic contexts, marketers will need to have a holistic understanding of what drives retention and accurately estimate customer value, argues WARC’s Asia Editor, Gabey Goh.
Article
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Moises Cohen and Elizabeth Thomas, WARC Webinars, May 2021
Kantar's Moises Cohen and Elizabeth Thomas share practical advice on building future-fit CLV models which boost customer retention and build deeper relationships.
Article
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WARC Best Practice, May 2021
Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.
Article
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WARC Best Practice, May 2021
A summary of new thinking and best practice on customer retention.
Article
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Moises Cohen and Elizabeth Thomas, WARC Exclusive, May 2021
Customer lifetime value has long been a mainstay concept in marketing – as economies move closer towards service-based models that are digitally driven, companies increasingly derive revenue from the creation and maintenance of long-term relationships with their customers.
Article
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Anna Hamill, WARC Exclusive, April 2021
In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline.
Article
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Siyoree Thaitrakulpanich, WARC Exclusive, Spotlight SEA, April 2021
Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.
Article
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McKinsey & Company, Research on WARC, March, 2021
This report explores how consumer brands can enter the direct-to-consumer (DTC) space.
Article
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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.
Opinion
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Rohit Arora, March 2021
Customer Lifetime Value is a crucial metric in the marketing of modern services - Rohit Arora explores the core ideas.
