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Everything is PR

Opinion • Faris Yakob, January 2021

Everything is PR because, in an age of crises, everything is crisis communication, writes Faris Yakob, but the flip side is that everything communicates.

Flexibility will be key to securing purchases in 2021

News • 08 January 2021

If 2020 taught us anything, it was to be flexible.

When the pandemic hit, the creative industry pivoted

Opinion • Aiden Darné, January 2021

What started out as temporary fixes during the pandemic are now evolving the way the creative sector produces content, says Shutterstock’s Aiden Darné.

For brands, convenience is non-negotiable

News • 07 January 2021

Life is hard – so buying your brand should be as easy as possible, a new trend report on WARC indicates.

Hybrid events are a brand opportunity

News • 06 January 2021

Live events suffered during 2020, but ‘hybrid’ (digital/physical) events can offer a way forward, allowing a modular approach that can accommodate pandemic restrictions as they vary across the world.

Where tech heads in 2021

News • 05 January 2021

Predictions for 2021 look very different from those made for 2020, as much of the world grows accustomed to life under COVID-19, tech will help us live life firmly at home.

Advertising during the corona crisis

Article • DVJ Insights, Research on WARC, January, 2021

The COVID-19 crisis prompted heavy use of the word 'together' in advertising, to convey empathy.

Signals 2021

Article • OMD, Research on WARC, January, 2021

An overview of the key consumer signals to help plan for the year ahead, following the unprecedented and transformational events of 2020.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Culture in Crisis: What will 2021 mean for brands as we move forward to a post-pandemic world?

Opinion • Radhecka Roy, December 2020

Ipsos’ Radhecka Roy outlines why cultural contexts have taken on heightened importance for brands trying to connect with consumers in varying stages of recovery in the coming year.

Preparing for the next black swan using data-driven simulations

Article • Mike Menkes, WARC Exclusive, December 2020

This article looks at the necessity of scenario planning for businesses going forward, as COVID-19 is just the most recent ‘black swan’ event to roil businesses.

China's lower-tier cities offer new brand opportunities

News • 17 December 2020

China’s Tier-1 culture is stretching out through key influencers and popular apps to lure the Tier-4 consumer into a new set of behaviours – but brands wanting to reach them will have to balance modern aspirations and traditional practices.

Reviving APAC travel with smart tourism

Opinion • Simon Dale, December 2020

Adobe’s Simon Dale outlines how the smart tourism that delivers personalised and contactless experiences can help the APAC tourism industry accelerate its post-pandemic recovery.

Why ‘hybrid’ events are a brand opportunity, not a fix-it for Covid

Article • Christophe Castagnera, WARC Exclusive, December 2020

For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.

How sports marketing can play a role rebuilding society after COVID-19

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

Outlines the challenges facing the sports industry after the pandemic.

WARC Talks 360: Marketer's Toolkit 2021

Article • WARC Webinars, December 2020

Helps marketers put their 2021 plan in context and seek new opportunities to develop effective strategies to grow their business.

The role of culture in a global crisis: Understanding how identities and values shape behaviour

Article • Radhecka Roy, Research on WARC, December 2020

The global coronavirus pandemic has disrupted life, livelihoods and health across countries and cultures.

Marketers show more compassion in response to pandemic

News • 11 December 2020

How best to communicate with worried consumers during the coronavirus pandemic is one of the central challenges facing marketers, and a new survey suggests the great majority of marketers in the UK have done just that – by being more compassionate an

How NI sustained demand generation in the absence of live events

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.

Humanity is as important as agility in business resilience

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.

Purpose moves up marketers' agenda in volatile times

News • 10 December 2020

If marketers spent much of 2020 in crisis-response mode, next year should see them transforming their processes to prioritise speed, flexibility and impact while also rethinking longer term strategy, says WARC’s Marketer’s Toolkit.

What’s working in tech and electronics

Article • WARC Category Intelligence, December 2020

Global strategies, campaign updates and trends in the tech and electronics category.

Predicting Macmillan’s impact on cancer patients’ quality of life

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.

Transport for NSW: How to keep people moving and physically distanced

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Transport for NSW (TfNSW), a government agency, conducted behavioural research to unlock behaviour insights to reduce crowding and delays.

Carlsberg's Khan: People are drinking less, and drinking healthier

Opinion • Jenny Chan 陈詠欣, December 2020

The Danish brewer and its subsidiaries have benefited from relaxed social distancing measures, the rise of health consciousness, and the return of eating out and nightlife. Andrew Khan, Vice President & CMO at Carlsberg Group China, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about the gradual normalisation of operations and the importance of investing in your brand's share of voice during difficult times.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Applying behavioural science to the coronavirus outbreak: Four key implications for brands

Article • Ashok Sethi, WARC Exclusive, February 2020

The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.