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).
Case Study
•
MRS Awards Papers, Finalist, Insight Management, 2021
Unilever, a consumer goods company, and Quantum, a design strategy company, launched a global campaign to examine the evolving definition of hygiene and identify actionable opportunity spaces (OS) for the brand to rethink the positioning of its hygiene products.
Case Study
•
MRS Awards Papers, Finalist, New Consumer Insights, 2021
Unilever, a consumer goods company, devised a new methodology called the CMI People Data Centre (PDC) Digital Store Census that could be used worldwide to analyse consumer shopping behaviour to get products on the right shelf, in the right shops.
Article
•
Helena Rubinstein, WARC Exclusive, November 2021
In this article the author explains that while many clients and brand innovation managers find navigating the current COVID-19 situation to be chaotic and difficult, it feels more familiar to those multi-disciplinary teams operating at the ‘fuzzy front end of innovation’.
Article
•
Sangeeta Tanwar, Event Reports, Mint Marketing Summit, October 2021
Diageo India’s Deepika Warrier explains at the recent Mint Marketing Summit Marketing how marketing is no longer just a function to drive brand awareness and advertising but is now an independent profit centre and responsible for generating revenue.
Suzy Deering, Global Chief Marketing Officer at Ford, speaks to WARC’s Stephen Whiteside for WARC Marketer’s Toolkit 2022 about how the automotive giant is enhancing its e-commerce capabilities, drilling down into lifetime value, and advancing its sustainability agenda. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Naysla Edwards, Vice President Brand, Charge Cards & Member Experience for American Express, Australia and New Zealand, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the company has weathered the pandemic and how it is preparing for the opening up of Australia and the world. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
As CMO of both Yum! Brands and its Collider Lab, Ken Muench is at the intersection of top-of-mind marketing trends. In this interview for WARC’s Marketer ’ s Toolkit 2022, Muench talks with US Commissioning Editor Cathy Taylor about cultural and social relevance, balancing branding with e-commerce, and whether sustainability efforts should be marketed. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
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.
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
•
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.
Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
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.
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.
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
•
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
•
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.
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
•
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.
Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
