Opinion
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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.
Opinion
•
Richard Neish, December 2020
Crisis is a catalyst to change; today’s brand resilience was not born of face masks, doorstep-clapping and the rebirth of the QR code, but of a different crisis, explains Kin + Carta Connect ’s Richard Neish, introducing new research.
Article
•
Brian Carruthers, Event Reports, DMWF Virtual, September 2020
When the pandemic led to the cancellation of its flagship event, test and measurement company NI had to rethink not just the event itself, but the entire marketing approach built around it.
Article
•
WARC Category Intelligence, December 2020
Global strategies, campaign updates and trends in the tech and electronics category.
Research Paper
•
MRS Awards Papers, Winner, MRS Award for Innovation in Data Analytics, 2020
Macmillan, a charity supporting those affected by cancer, developed a simulator to predict the charity's impact on cancer patients' quality of life, thereby shaping decision making.
Article
•
Marie Griffin, ANA, B2B Marketer, December 2020
As B2B marketers prepare for a new set of challenges, they're counting on ramping up their social media channels and virtual events throughout 2021 to steel them for the future.
Article
•
WARC Best Practice, December 2020
Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
News
•
26 November 2020
The pandemic has affected businesses of all shapes and sizes and in all sectors.
Article
•
Event Reports, DigiCon Omni virtual conference, October 2020
Omnicon Media Group’s Stephen Li takes a reflective look at how the developments of the year have impacted the marketing and advertising industry.
Article
•
WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Article
•
WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
•
WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this report illustrates how marketing leaders across different categories and markets are thinking about the volatile year ahead, based on interviews with 20 leading brand marketers.
Opinion
•
Jenny Chan 陈詠欣, November 2020
As one of the key players in the digital transformation space, IBM has adapted quickly to the new demands and needs of its COVID-impacted customers. Gill Zhou ( Chief Marketing Officer of Asia Pacific, Chief Marketing Officer and General Manager of Digital Sales for Greater China) speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about being agile in a crisis, delivering digital experiences and the importance of presence and empathy in marketing.
Article
•
TD Reply, Research on WARC, November, 2020
The marketing industry has seen more disruption in the past 10 years than in the last 100.
Opinion
•
Gabey Goh, November 2020
Optus, a leading Australian telco, made the decision to proceed with its brand relaunch amidst a global pandemic. CMO Melissa Hopkins speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about the opportunity for marketers to reset their C-Suite value, lessons learnt from adopting a unified measurement platform and the issue with new growth metrics.
Opinion
•
Anna Hamill, November 2020
With events and the hospitality industry hit hard by COVID-19, alcohol brands were some of the most affected. Marcel Marcondes, US Chief Marketing Officer at Anheuser-Busch InBev – the world’s largest beer brewer – speaks to WARC’s Anna Hamill for the Marketer’s Toolkit 2021 about creativity in a crisis, relying on real-time insights, and the new consumption occasions that will define 2021.
