Article
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Stephen Whiteside, Event Reports, September 2021
Analysis of the 2021 Effie Awards Canada demonstrated that marketers who continued to focus on brand building during the COVID-19 pandemic were rewarded with impressive results.
Opinion
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Cathy Taylor, August 2021
Natura &Co Media, Content and Communication VP Carlos Pitchu joined the Brazilian personal care and cosmetics company early last year just as the pandemic was unfolding. Having worked with the brand for some time as president of Tribal Brazil, he was quite familiar with it, but COVID put his job in a new context since he had to meet both the marketing needs and the economic needs of many Brazilians. Both the Natura brand and the Avon brand, which Natura also owns, are sold by sales reps, many of whom are women entrepreneurs. Natura also owns The Body Shop. For WARC’s Spotlight Brazil, WARC US Commissioning Editor Cathy Taylor talked to Pitchu about how the brands have been helping their sales reps through the pandemic, about
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.
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.
Article
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Saurabh Kanwar, WARC Exclusive, Spotlight India, June 2021
Brands need influencer marketing but taking this route can involve high costs with pitfalls.
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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WARC Best Practice, May 2021
Explores the impact that a brand crisis can have on the brand in the long term and how communication can help the brand recover.
Article
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WARC Best Practice, May 2021
A summary of new thinking and best practice on customer retention.
Article
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Christina Stahlkopf, WARC Best Practice, May 2021
Examines why H-E-B, a regional grocer with little to no brand recognition outside its footprint, consistently rates as a top US company in C Space’s benchmark survey.
Data
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Cinzia Petio, WARC Data Points (Curated), April 2021
An overview of adspend intentions in the United States among small- and medium-sized businesses (SMBs).
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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Orlando Wood, Research on WARC, April 2021
Explores the effectiveness of advertising during an economic downturn.
Article
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Research on WARC, April 2021
Examines how responding in uncertain times requires investing in trust alongside a clear brand purpose and strategy that supports all stakeholders.
Article
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Jann Schwarz, Research on WARC, April 2021
Alison Lange Engel, a B2B Institute Research Fellows, gives her frontline insights into the startup space and what lessons there are for marketers and business leaders.
Opinion
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Chrissie Hanson, April 2021
The pandemic has continually put partnerships under immense pressure, where only the most meaningful survive. 2020 was a year where agencies had to demonstrate the ability to pivot with startup-like agility to support clients’ response to the triple crises of public health, socio-economic, and ecological challenges.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, March 2021
KFC, the global chicken-focused fast food brand, reversed a drop in sales and footfall in the UK thanks to diagnostic insight work that resulted in a five-year turnaround plan.
Data
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ECI, WARC Data, March 2021
A Q1 2021 update of ECI Media Management's Media Inflation Report explores the effect of the pandemic on media inflation in 2020, and provides forecasts on how it will recover globally, by region and in key markets in 2021.
Opinion
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Biprorshee Das, February 2021
A brand championing a cause is not a novel phenomenon. But as consumers become more vocal about environmental, political and social causes, there is pressure on brands to speak up too. While many worldwide are answering that call, most Indian brands have stayed silent. In this India Spotlight series, WARC India Editor Biprorshee Das asks if it is time for Indian marketers to be bolder.
Opinion
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Tati Lindenberg, February 2021
Tati Lindenberg, Vice-President of Marketing for Dirt Is Good (Persil, OMO), Unilever, is chairing the Brand Purpose category in this year’s WARC Awards for Effectiveness . Here, she talks about clear KPIs, Disney’s Christmas film and why brands need to drive action.
Article
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Suraja Kishore , WARC Exclusive, Spotlight India, February 2021
BBDO’s Suraja Kishore introduces Brand Activism 101, a strategic framework that marketers in India can follow if they want to champion an issue.
Article
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Ashraf Engineer, WARC Exclusive, Spotlight India, February 2021
Pitchfork Partners’ Ashraf Engineer says marketers taking a stand on issues in their communication must be sensitive to consumers and society at large; they also have to avoid being gimmicky.
Opinion
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Anna Hamill, February 2021
Raja Rajamannar, Chief Marketing Officer of Mastercard and author of the new book ‘Quantum Marketing’, speaks to WARC’s Anna Hamill about how technology can drive marketing forward, purpose and trust as key brand differentiators, and why risk management is a crucial marketing function.
News
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12 February 2021
During the pandemic, agencies and clients have fallen into a familiar recessionary pattern, with clients cutting budgets and agencies feeling squeezed.
