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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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
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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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.
Article
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Brian Carruthers, Event Reports, Festival of Marketing, March 2021
COVID-19 and lockdowns meant the Nationwide Building Society, like many other businesses, had to scrap planned campaigns and come up with appropriate new ones.
Opinion
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Ben Jankowski, March 2021
No matter which part of US media you look at, change is afoot, whether it’s the push for changes to the $20 billion upfront TV sales season, or digital, where greater emphasis on consumer privacy concerns is racially altering how brands can target. Or it could be cross-media measurement, a difficult topic on which to come to any type of consensus. Recently, for WARC’s Spotlight US, “Media strategies for a shifting US landscape,” Cathy Taylor, WARC’s Commissioning Editor US, discussed these issues with Ben Jankowski, senior vp/media at Mastercard. Jankowski is also co-chair of the Association of National Advertiser’s Media Leadership Committee, giving him perspective not just on his own brand, but on the media industry as a whole.
Article
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Brian Carruthers, WARC Exclusive, March, 2021
When he was chief marketing and communications officer of Unilever, Keith Weed pushed forward an agenda focused on issues around purpose, diversity and sustainability.
Article
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Andreas Moellmann, WARC Exclusive, March, 2021
By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.
Opinion
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Antonia Wade, March 2021
Antonia Wade is CMO, Capita, and the Special Awards Convenor for the Business-To-Business category at the 2021 WARC Awards for Effectiveness, in association with LIONS. Here, she predicts a ‘bounce-back’ to events, flags up the role of influencers in B2B marketing and suggests that B2C marketers can learn ‘adjacency selling’ from B2B marketers.
Article
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Low Lai Chow, WARC Exclusive, March 2021
At Spikes Asia X Campaign, Wunderman Thompson's Justin Peyton outlines three trends for CMOs to note.
Article
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WARC Strategy Toolkit, March 2021
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.
Opinion
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WARC, February 2021
Before the concept of brand purpose became popular, Tata Tea immortalised itself with the message “ Jaago Re ” or “Wake up”. Over the years, the Jaago Re cause marketing initiative has helped the Tata Tea brand to stay relevant by championing various causes. Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products, tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.
Opinion
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WARC, February 2021
Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha
Opinion
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Gabey Goh, February 2021
Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.
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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10 February 2021
Support from the top, the freedom to take decisions and training investment are key factors in determining whether marketers can effect real organisational change and become “future fit”, according to new research from the World Federation of Adverti
Article
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David J Carr, WARC Exclusive, February 2021
Discusses marketing’s three types of value: business, consumer and cultural, and how the Marketing Value Wheel can be used for success.
Opinion
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Anurag Gupta, February 2021
With martech now seen as a key component for recovery, leaders need take into consideration how its deployment should impact the way the business operates across all functions and levels, writes Anurag Gupta.
Opinion
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Peter Gough, February 2021
Many marketing teams are looking toward ‘agile’ internal structures to navigate the fast-moving business landscape wrought by the COVID-19 pandemic. Here’s how to avoid common mistakes.
News
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08 February 2021
Now is the right time for marketing teams, brands and businesses – both large and small – to reap the benefits that can be gained by re-thinking the ‘crisis footing’ response, according to Dan Masquelier, Partner/MD at Cormis.
Article
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McKinsey & Company, Research on WARC, February, 2021
This report, “The data gambit: How large B2B companies can outmaneuver start-ups,” is based on a McKinsey survey of B2B marketers and a cross-sector review of case studies.
News
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03 February 2021
Interbrand’s Best Global Brands report for 2020 illuminates how the best brand leadership has dealt with unusual turmoil, by building economic resilience and individual confidence.
