Opinion
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Susy Pyzer-Knapp, July 2021
Operating models may sound arcane but they are increasingly critical to making sure marketers have the external partners they need, explains Susy Pyzer-Knapp, Design Practice Lead at ID Comms.
Article
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Brian Carruthers, Event Reports, Festival of Marketing: Fast Forward, June 2021
Within companies, marketing is often seen as a cost rather than as a part of the value creation process, but there are useful lessons to be learned from nature – and bees in particular.
Opinion
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Jeannine Falcone, July 2021
Jeannine Falcone examines Accenture Interactive research to determine the five ways marketing can evolve for the post-COVID era.
Article
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WARC Best Practice, May 2021
Accenture Interactive’s Flaviano Faleiro says companies are moving from conventional customer experience (CX) philosophy towards a more holistic customer-centric strategy called the “business of experience” (BX) – an approach centred on delivering exceptional experiences that respond to customers’ frequently changing needs.
Article
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Rachel Clarke, WARC Exclusive, July 2021
As omnichannel marketing increasingly becomes the default, marketing teams and e-commerce teams will need to work as one to achieve brand growth.
Opinion
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Michele Oliver, June 2021
Michele Oliver speaks to WARC’s Anna Hamill about highlights from judging, brand accountability, and the new frontiers of social change.
Opinion
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Brian Carruthers, June 2021
A skit for Cannes Lions Live about marketers and consumers in relationship therapy, by Professor Mark Ritson, is enlivened by digs at a rival antipodean marketing professor. But the real issue for him is the marketing industry’s midlife crisis, WARC’s Brian Carruthers heard.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2021
Research by McKinsey, the management consultancy, has found that firms which effectively link analytics, creativity and purpose achieve higher revenue growth than their peers.
Opinion
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Kai D. Wright and Cathy Taylor, June 2021
As Juneteenth officially becomes a US holiday, it’s time to reflect on how approaches to diversity, equity and inclusion have changed over the last year.
Opinion
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Anna Hamill, June 2021
Patricia Corsi, Global Chief Marketing and Digital Officer at Bayer Consumer Health and a juror in the Health and Wellness category at Cannes Lions 2021, spoke to WARC’s Anna Hamill about creativity in healthcare marketing, judging highlights, and how healthcare will evolve post-pandemic.
Opinion
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Anna Hamill, June 2021
Brand building in e-commerce environments has emerged as a priority for marketers in the post-COVID world. Unilever’s Chief Digital and Marketing Officer, Conny Braams, shares the FMCG giant’s approach to growth in digital channels with WARC’s Anna Hamill.
Opinion
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Anna Hamill, June 2021
Consumer healthcare brands have seen demand boom during the COVID-19 pandemic. GSK Consumer Healthcare’s Global Chief Marketing Officer, Tamara Rogers, shared with WARC’s Anna Hamill how the brand is embracing an uptick in e-commerce shopping.
Opinion
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Norman Guadagno, June 2021
MarTech (marketing technology) should support the delivery of a well-considered marketing strategy, not define or replace it. More technology is not going to work if marketing forgets the importance of creating an emotional customer connection, says Norman Guadagno, CMO, Acoustic .
Article
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John Singer, WARC Exclusive, Spotlight US, May 2021
Examines the current US healthcare system through the lens not of “cost” or “price,” but the “production of health” as the organizing idea.
Article
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Mukta Lad, Event Reports, Adobe Summit, April 2021
Amid the rapid transformation in technology during the pandemic, how do brands retain their humanity to best connect with customers? Business leaders from Accenture, IAG, Telstra and GenesisCare discussed this at the recent Adobe Summit 2021.
Opinion
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Warwick Cairns, April 2021
Since it’s becoming harder for brands to avoid taking a political stance on issues, Warwick Cairns from The Effectiveness Partnership looks at the relationship between taking a stance and effectiveness -- and how brands can navigate this increasingly rocky terrain.
Article
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Annie Brown, WARC Exclusive, April 2021
The role of the CEO has evolved as they become as famous as the brands they created.
Article
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Narayan Devanathan, WARC Exclusive, Spotlight India, April 2021
The pandemic has unlocked opportunities for Indian e-commerce and dentsu Solutions’ Narayan Devanathan outlines the roadmap for e-commerce brands to do right by consumers, employees, partners and shareholders.
Article
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Jann Schwarz, Research on WARC, April 2021
A conversation with McKinsey partner Michael Betz, one of the Institute’s Research Fellows that discusses the appropriate response to the coronavirus pandemic.
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.
Article
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Research on WARC, April 2021
Outlines the great variation in connection between marketing and finance in companies across the B2B sector.
Opinion
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Chiara Manco, April 2021
Fahad Osman, Regional Director, Global Business Marketing, METAP at TikTok, will be judging the 2021 WARC Prize for MENA Strategy. Here, he talks to WARC’s Chiara Manco about how marketers can respond to consumers’ needs, the importance of letting go of control to remain agile, and the value of empathetic insight.
Article
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Gabey Goh, WARC Exclusive, April 2021
Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.
Article
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Brian Carruthers, Event Reports, Festival of Marketing: The Bottom Line, March 2021
Confused.com, the price comparison site, boosted spontaneous awareness with a brand-building campaign, while also driving short-term results with activation efforts.
