Article
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WARC Exclusive, August 2021
Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Opinion
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Cathy Taylor, August 2021
For WARC’s Spotlight Brazil, US Commissioning Editor Cathy Taylor talked to Daniel Wakswaser, Marketing VP of Ambev, about the brand’s COVID response, and about its global “Ideas for Good” initiative, which crowdsourced ideas from all over the company that could be implemented in local markets, benefiting consumers, the bars and restaurants the brewer does business with, and society.
Opinion
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Silvan Zingg, July 2021
Relationships aren’t easy – between brands and agencies as well as in life. This is especially true once you get past the honeymoon stage; that time when you both still believed that anything is possible.
Opinion
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Chiara Manco, July 2021
Ron Amram, Senior Director, Global Media at Mars, will be chairing the Effective Channel Integration category of the 2021 WARC Awards for Media. Here, he talks to WARC about Mars’ agile approach to media planning during lockdowns and shares his views on what makes a successful integrated campaign. Ron Amram, Senior Director, Global Media, Mars
Article
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Soumya Mukhopadhyay and Nidhi Rustagi, WARC Exclusive, July 2021
Brands that innovate bounce back more quickly after a crisis, and Kantar’s Soumya Mukhopadhyay and Nidhi Rustagi share how to master meaningfully different innovation for sustainable brand growth.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2021
Tesco, the UK supermarket chain, responded quickly to the various challenges posed by the COVID-19 pandemic, but it was only able to do so because it already had some “big ideas” in place and understood the needs of its customers.
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.
Article
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Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021
To win in the new normal post-pandemic, brands have to continuously innovate by using technology to create a frictionless consumer journey.
Article
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Sam Peña-Taylor, Event Reports, Lions Live, June 2021
This article explores Accenture Interactive’s work in China, identifying lessons from the combination of creativity and commerce that is becoming increasingly important to Western advertisers, too.
Opinion
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WARC, May 2021
Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
Article
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Sam Peña-Taylor, Event Reports, Advertising Week Europe, May 2021
Short-form video platform TikTok was able to take a piece of organic content and create an ad to reflect its influence and cultural importance with speed of execution key to the campaign.
Opinion
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Valeria Corna, May 2021
Brands including McDonald’s, Global Pride, Grab and OREO have defied COVID-19 to deliver rich digital customer experiences.
Article
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Corinne Sklar, Jorrit DeVries and Alyssa Hennessy, WARC Webinars, April 2021
Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
Article
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Brian Carruthers, Event Reports, Retail Connected, April 2021
Recent research from OC&C Strategy Consultants, the management consultancy, identifies six themes that are reshaping the retail environment for the future.
Article
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Euromonitor Strategy Briefings, March 2021
Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.
Opinion
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Poonam Kumar, Irene Joshy and Pablo Gomez, March 2021
To master the new rules of marketing effectiveness post-pandemic, brands must be agile and focus on risk intelligence to grow; they have to get creative right as content consumption soars; and they must use insights and data strategically to tap media and communication opportunities.
News
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10 February 2021
Brands now value resilience in their agency partners more than simple functional competence, while agencies have noted how brands have become more willing to take risks, a new study finds.
Opinion
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Peter Gough, February 2021
Many marketing teams are looking toward ‘agile’ internal structures to navigate the fast-moving business landscape wrought by the COVID-19 pandemic. Here’s how to avoid common mistakes.
Article
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Dan Masquelier, WARC Exclusive, January, 2021
Finding a crisis-ready but sustainable workflow has become an imperative for marketing teams during the COVID-19 pandemic, with team burnout now commonplace.
Article
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Mike White, WARC Exclusive, January, 2021
As COVID-19 stretches into 2021, brands are realising that plans put on ice in 2021 may no longer fit the moment.
News
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18 January 2021
In response to the current levels of redundancy, MG OMD has launched a media foundation course, covering core media disciplines and making this training available to the UK advertising industry.
News
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08 January 2021
Uber Connect, an on-demand package delivery service, went from idea to launch in a matter of weeks as the brand responded decisively to the signals it saw in the market.
Opinion
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Andrew Barraclough, December 2020
Cast your mind back to March/April this year. It may feel like a lifetime ago but something interesting started to take shape in the early stages of lockdown. While restrictions led to inertia in all sorts of ways – things closing, less movement, limited interactions – there was also a flurry of activity.
Research Paper
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Melanie Castro, Kristin Hickey, James McLintock, ESOMAR Conference papers, Insights Festival, 2020
Global cosmetics brand Estée Lauder explains the concept of defensive innovation and how it led to its creation of a six-step approach to supporting businesses in becoming risk-ready.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020
Global mobility company Uber is the enfant terrible of transport, known for a killer product and ruthless agility – the lessons it provides now as a large company are invaluable.
