Dr Marie-Claude Gervais, Director at The Foundation, asks whether ‘customer centric’ brands really understand who they are designing products and services for.
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Mukta Lad, Event Reports, FUTR Asia Summit, October 2021
Lenovo’s Rajesh Thadani tells FUTR ASIA 2021 about the innovative ways through which brands can engage with their customers and shares what the technology giant is doing for its own customers.
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MRS Awards Papers, Finalist, Insight Management, 2021
BT, a telecommunications company, launched a campaign in the UK to develop a programme to immerse two senior executives and their teams in the customers' day-to-day lives and how they interact with the brand.
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MRS Awards Papers, Finalist, Business-to-Business Research, 2021
DHL Express, an international courier, conducted a worldwide research study to measure the brand's reputation, identify if COVID-19 threats had harmed DHL Express and create a communicable reputation management narrative.
Organisations continue to struggle with huge gaps in B2B marketing capabilities and competencies, according to a panel at the recent Forrester B2B Summit APAC.
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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.
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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.
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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.
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 .
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.
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.
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.
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.
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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.
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.
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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.
This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
