Opinion
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Chiara Manco, February 2021
Peter DeBenedictis, CMO, Middle East and Africa at Microsoft, will be chairing the panel of the 2021 WARC Prize for MENA Strategy. Here, he talks to WARC about his learnings from the past year, the need for companies to rapidly digitise, and the role of strategy in enabling businesses to thrive.
News
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08 February 2021
A new whitepaper from Google uncovers some of the strategies developed by the firm’s own marketers – here, we explore the waterfall media planning strategy.
News
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04 February 2021
Microsoft has waded into the increasingly tense stand-off between the Australian government and Google and Facebook over plans to allow news outlets to bargain collectively over money for the use of their content by the tech giants.
Article
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WARC Exclusive, February 2021
An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
Article
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Euromonitor Strategy Briefings, December 2020
The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Research Paper
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David Evans, ESOMAR Conference papers, Insights Festival, 2020
Technology company Microsoft examined the concept of emotional peaks and pits to uncover brand memories to aid its move from product-oriented company to a service-based model.
Article
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Euromonitor Advertiser Profiles, December 2020
This Company Profile from Euromonitor provides key details and analysis of HP Inc.
Case Study
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Yem Meng Chong, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
HP, the technology company, helped small business owners navigate their sudden dependence on digital solutions due to Covid-19 with a webinar partnership in Malaysia.
Case Study
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John Dawson, Nicholas Short, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Google was able to power the global ambitions of Chinese small and medium-sized businesses by using B2C tactics in a B2B campaign, increasing both brand awareness and performance effects.
Case Study
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Kristina Knut, Mu Lee, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Electronics brand Acer crafted a creative multimedia campaign for its new ConceptD brand, to take on its well-established competitors and support and empower those in the creative fields.
Article
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WARC Category Intelligence, December 2020
Global strategies, campaign updates and trends in the tech and electronics category.
Case Study
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Bella Handfield, Scindya Datt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
HP, the technology company, launched its Elite Dragonfly laptop in Singapore, Korea, Australia and India with the Future X content series.
Research Paper
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MRS Awards Papers, Winner, MRS Award for New Consumer Insights, 2020
Google, a technology company, applied behavioural science insights to marketing practice and developed a new model of decision making that accurately reflects the complexities of online shopping behaviour.
Case Study
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MMA Smarties, Silver, North America, 2020
IBM, a technology company, launched the IBM Advertising Accelerator with Watson to determine how artificial intelligence (AI) could impact brands' creative processes in the USA.
Research Paper
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David Evans Ph.D., ARF Experiential Learning, November 2020
Microsoft, a multinational technology company, details how it used audience-testing for its Microsoft 365 Brand Studio, which brought the creative in-house to establish an ecosystem of content from product videos and ads to award-winning web series and documentary-style films.
Research Paper
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Megan Lau, ARF Experiential Learning, November 2020
Looks at the database built by Microsoft which has helped build customer-centric insights that provide a basis for new product adoption.
News
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30 November 2020
Facebook, Google and other tech giants will face more scrutiny in the UK from next year after the government announced that it is creating a new regulator to govern the behaviour of platforms which currently dominate the market.
Case Study
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MMA Smarties, Bronze, X (Global), 2020
Google, a technology company, introduced its Google Shopping Search to APAC to educate consumers on the fact that Google Search is the easiest way to make shopping decisions.
Case Study
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MMA Smarties, Gold, X (Global), 2020
Sinch, a software company, partnered with Mental Health America to stop the spread of online negativity and build the world's first positive texting switchboard #TextForHumanity.
Case Study
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MMA Smarties, Silver, X (Global), 2020
Google, a technology company, sought to reshape society in India to be more appreciative of everyone's pursuits, while also increasing its brand appeal score and daily usage with its campaign Be Unstoppable.
Case Study
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Fabian Preiss, WARC Media Awards, Bronze, Best Use of Data, 2020
Multinational software company SAP adopted a multimedia approach to promote awareness of a new software category among B2B decision makers in Germany and establish itself as the leading force in this field.
News
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23 November 2020
Google, the US internet giant, announced last week that it has reached agreement with six French newspapers and magazines over copyright payments and that talks with other media groups are continuing with the aim of reaching a “framework agreement” b
Opinion
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Jenny Chan 陈詠欣, November 2020
As one of the key players in the digital transformation space, IBM has adapted quickly to the new demands and needs of its COVID-impacted customers. Gill Zhou ( Chief Marketing Officer of Asia Pacific, Chief Marketing Officer and General Manager of Digital Sales for Greater China) speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about being agile in a crisis, delivering digital experiences and the importance of presence and empathy in marketing.
Case Study
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ARF Ogilvy Awards (US), Silver, 2020
Adobe, a computer software company, partnered with Reddit, a social news website, to inspire awareness and trial of the Creative Cloud Suite by bringing the product to life on the platform globally.
News
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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.
