Article
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Jules Kendrick, WARC Exclusive, September 2020
A cross-industry pilot of blockchain technology revealed promising results.
Article
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Rupert Younger, WARC Exclusive, September 2020
The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.
Opinion
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Anna Hamill, September 2020
Google’s VP for Global Ads Marketing, Marie Gulin-Merle, speaks to WARC’s Anna Hamill about adapting products based on insights, empathising with consumers, and reinventing the role of CMO during the COVID-19 pandemic.
Article
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Geoffrey Precourt, WARC Exclusive, July 2020
John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.
Article
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Anna Hamill, WARC Exclusive, August 2020
With social justice and pandemic response leading the marketing agenda in 2020, the next generation of marketers are holding their senior colleagues to account.
Opinion
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Tim Riches, August 2020
Research – and first-hand experience – shows brand strategy is the tool businesses cannot do without as they work through the ongoing challenges of COVID-19 explains Principals’ Tim Riches.
Opinion
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Anna Hamill, July 2020
Diego Scotti, EVP/CMO at US telecoms giant Verizon, speaks to Anna Hamill, WARC’s Senior Editor – Brands, about the guiding light of brand values, the need for marketing agility, and the importance of continued investment in advertising.
Article
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Lee Roth, WARC Best Practice, July 2020
It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.
News
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10/07/2020
A new report from the Institute for Practitioners in Advertising establishes a framework for B2B marketers to build trust with the finance division of their organisations for more effective marketing and greater influence.
News
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07/07/2020
More than three months after lockdown sparked a rush to work from home, a trickle of people are returning to offices, and businesses are having to again consider their working practices; at Mars it’s all about ground-up transformation.
Opinion
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Cathy Taylor, July 2020
Sometimes, the best way to get a feel for what's really going on in a country as big as the US is to look at it in microcosm.
Article
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Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020
Discusses the need to understand the behaviours that make digital transformations successful.
Article
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Anna Hamill, Event Reports, Lions Live, June 2020
Amid unprecedented challenges in 2020, leading CMOs are committing to tangible change and leading with accountability on social issues like racial inequality.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2020
Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.
Article
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Geoffrey Precourt, Event Reports, Lions Live, June 2020
Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.
Opinion
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Anna Hamill, June 2020
The rollercoaster of 2020 has brought the role of brands in wider society into sharp focus, with COVID-19, economic crisis and Black Lives Matter up-ending ‘marketing as usual’.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
Brands are ramping up their investment in e-commerce in the wake of the COVID-19 pandemic, but the pace of change can make it difficult to direct investment in the most impactful way.
Article
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Brian Gregg, Eric Hazan, Aimee Kim, Rock Khanna, Jesko Perrey, and Dennis Spillecke, WARC COVID-19 Series, June 2020
Report from McKinsey & Co. that outlines strategies for B2B and B2C companies to recover revenue quickly during the COVID-19 pandemic.
News
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12/06/2020
Brands need to make sure they “walk the walk” on diversity and inclusion rather than moving straight to making ads, according to Fernando Machado, global chief marketing officer of quick-service chain Burger King.
Opinion
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Stephen Whiteside, June 2020
The marketing industry needs to step up to tackle inequality, according to the Association of National Advertisers (ANA) and its Alliance for Inclusive & Multicultural Marketing (AIMM) division.
Opinion
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Cathy Taylor, June 2020
From its humble beginnings as a single restaurant, McDonald’s has become one of the world's leading food service brands with more than 36,000 restaurants in over 100 countries.
Article
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Geoffrey Precourt, WARC Exclusive, June 2020
Fernando Machado, global chief marketing officer at Burger King, believes that brands must “walk the walk” on diversity and inclusion and not rely on advertising to show their values.
News
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28/05/2020
The CMO Growth Council’s Leadership Coalition on COVID-19 has released a new report, “Turning leadership into action during the pandemic,” which offers advice and insights from some of the world’s leading marketers. Contributors to the study ...
News
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27/05/2020
Frozen food brand Birds Eye is working on a “comeback plan” for more normal times, including reviewing the brand’s messaging and media mix through the lens of how consumers are reacting to more challenging economic circumstances.
Article
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Geoffrey Precourt, WARC Exclusive, May 2020
GE Healthcare Partners, a unit of General Electric focused on providing solutions and services to organizations focused on healthcare, is putting client stories at the heart of its marketing.
