Opinion
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Andy Wardlaw, October 2021
There’s much speculation about the longer-term impacts of the pandemic on consumer behaviour. Following the recent ‘collective pause for reflection’, there is every chance that people will increasingly favour smaller product sizes, says MMR’s Andy Wardlaw.
Article
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Simon Cox, WARC Exclusive, October 2021
The digital acceleration caused by COVID-19 requires brands to double down on digital experience to boost customer acquisition.
Article
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WARC Exclusive, September 2021
Insights and themes from the winners of the 2021 WARC Prize for MENA Strategy, an annual case study competition that rewards the region’s smartest strategic thinking.
Article
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Brian Carruthers, Event Reports, DMEXCO, September 2021
Up against a rival with much deeper pockets, Burger King has turned budgetary limitations to its advantage with smart messaging that responds to the world its consumers are experiencing.
Opinion
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Roxane Magbanua, September 2021
PHD’s Roxane Magbanua analyses how a targeted approach to digital experiences benefited some of this year’s WARC Prize for MENA Strategy winners.
Article
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Sangeeta Tanwar, Event Reports, adtech Direct-to-consumer (D2C) and E-commerce conference, July 2021
As COVID-19 continues to significantly change shopping behaviour, brands will have to innovate to stay relevant and thrive.
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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Christopher Hosford, ANA, B2B Marketer, April 2021
Just 25% of B2B companies use data on a weekly basis to understand customer needs and 9% never use data at all, according to a recent study by management consulting firm McKinsey.
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.
