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Work in BETA: The rising B2B decision makers

Article • Research on WARC, April 2021

Reveals findings from a study by GWI and the B2B Institute of the changing behaviors and attitudes of 17,000 knowledge workers in ten markets focusing specifically on those aged 21 to 40.

How the pandemic forces a re-think for Planners

Article • APG, Research on WARC, April, 2021

Explores the results of a recent APG survey of 337 planners around the world to understand how the job has changed as a result of enforced home working.

Staffing levels back into growth across all regions

Data • Cinzia Petio, WARC Data Points, April 2021

A summary of the latest readings from WARC's Global Marketing Index (GMI), a unique monthly barometer of the state of the global marketing industry based on current sentiment among practitioners.

Staffing levels see first growth in a year

Data • Rob Clapp, WARC Data Points, March 2021

An overview of staffing levels globally and in the Americas, Asia Pacific and Europe, according to WARC's Global Marketing Index.

Avoiding burnout: Sustainable workflows in a crisis

News • 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.

McKinsey report: The importance of leveraging data for large B2B marketers

Article • 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.

Marketing workflows: Avoiding burnout and finding a sustainable approach

Article • Dan Masquelier, WARC Exclusive, January, 2021

Finding a crisis-ready but sustainable workflow has become an imperative for marketing teams during the COVID-19 pandemic, with team burnout now commonplace.

Structures, agency partnerships and talent: how challenger brands can supercharge growth

Article • Mel Arrow, WARC Exclusive, January, 2021

For high-growth challenger brands, getting the right structures in place alongside agency partnerships and a smart talent strategy will set the foundations of long-term growth.

Diversity, inclusion and building a positive culture in the marketing team

Article • Jamie Hall, WARC Exclusive, January 2021

As the number of specialist skills and diversity in the marketing team grows, this article looks at how leaders can build an inclusive and cohesive culture where everyone is pulling in the same direction.

Two-thirds of brands and agencies struggle with diversity and inclusion

Data • Marte Aune, WARC Data Points, November 2020

An overview of diversity and inclusion approaches among brands and agencies.

2020 ANA/AIMM annual report on diversity in the marketing industry

Article • ANA & AIMM, Research on WARC, November, 2020

Annual report on gender and ethnic representation in marketing from the Association of National Advertisers and its Alliance for Inclusive and Multicultural Marketing, based on surveys of gender and ethnic diversity among CMO and CMO equivalents, the overall ANA membership, and the US-based marketing departments of 40 ANA board and other member companies.

Embedding creativity at Danone

Article • Brian Carruthers, Event Reports, EffWorks, October 2020

French food business Danone, now an entreprise à mission, is taking a systematic approach to creativity across all its brands.

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.

Microsoft transforms its B2B marketing approach

News • 10 November 2020

Microsoft, the technology giant, has transformed its approach to business-to-business marketing in reflection of the greater complexity and need for customisation in reaching its target audience.

How (and why) Microsoft has transformed its B2B marketing focus from product to people

Article • Geoffrey Precourt, Event Reports, ANA Masters of B2B Conference, October 2020

Microsoft, the technology giant, has transformed its business-to-business (B2B) marketing strategy in a holistic way.

Why Waitrose thinks it’s a great time to be a customer

Article • Brian Carruthers, Event Reports, Advertising Week, October 2020

This article examines how UK supermarket chain Waitrose managed during the pandemic.

How COVID-19 has impacted women

Article • Brian Carruthers, WARC Exclusive, November 2020

The coronavirus pandemic and lockdown hasn’t affected men and women equally.

Verizon’s ‘adfellows’ program boosts diversity in marketing

News • 02 November 2020

Verizon’s “adfellows” initiative, a fellowship program for young and diverse talent, is an invaluable example of how big players in the marketing industry can develop an inclusive, representative pipeline of new hires.

WARC Talks 360: The WARC Guide to brand activism in the Black Lives Matter era

Article • Kai D. Wright, Monique Nelson, Carol Watson and Kristin Hooper, WARC Webinars, November 2020

Looks at how shifting demographics in the US are moving it toward a majority-minority country, and how marketers should adapt, and examines how to build teams that reflect diversity, and why they are important.

Verizon’s adfellows initiative shows how to build a diverse, inclusive talent pipeline

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2020

Verizon, the telecoms giant, has developed a fellowship program that can nurture a new generation of young diverse talent.

How PwC is boosting diversity and inclusion

News • 27 October 2020

PwC, the consulting group, is taking numerous steps to enhance its performance when it comes to diversity and inclusion, and marketing has a key role in both driving and celebrating this change.

PwC provides model for identifying – and correcting – internal D&I weaknesses

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Masters of B2B Conference, October 2020

PwC, the consulting firm, is enacting numerous measures to ensure that it is tackling problems regarding diversity and inclusion head on.

Mastercard’s Rajamannar outlines the skills needed by the next generation of marketers

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2020

Raja Rajamannar, the chief marketing officer of payments company Mastercard, has outlined various requirements that the next generation of marketers will need to fulfil in order to thrive in their roles.

The 2019 organizational benchmark survey: The advertiser report

Article • ARF Knowledge at Hand, March 2020

Discusses the findings of the ‘The 2019 organizational benchmark survey: The advertiser report’, the first report made from the results of the survey.

Levi’s: How admitting its diversity problem is spurring action

News • 11 October 2020

US apparel company Levi Strauss & Co.

The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
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.
The WARC Guide to Structuring for effectiveness

Article • WARC Best Practice, April 2020

A summary of new thinking and best practice on structuring for effectiveness, from the WARC Guide.
The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
How marketing leaders are planning for 2021: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this report illustrates how marketing leaders across different categories and markets are thinking about the volatile year ahead, based on interviews with 20 leading brand marketers.