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.
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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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.
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.
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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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, 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.
Article
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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.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers Masters of B2B Conference, October 2020
ServiceNow, a cloud-based software provider, tapped into the power of emotional marketing to connect more powerfully with business decision-makers.
Case Study
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SABRE Awards, APAC, Technology: Software & Services, Gold, 2020
Cisco, a networking and telecommunications brand, shifted public perceptions of teleworking in Japan and increased Cisco social channel engagement by developing a manga comic depicting teleworking life.
Case Study
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SABRE Awards, APAC, Multi-Country, Gold, 2020
SGInnovate, a government-owned brand that helps scientists build Deep Tech startups, created an Insight series that examines the most current Deep Tech topics to promote its brand among innovators in Singapore.
Case Study
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SABRE Awards, APAC, Executive Communications, Gold, 2020
Microsoft Asia, a tech company, launched its campaign to strengthen the position of its new president, Ahmed Mazhari, and portray him as reliable, trustworthy and empathetic.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2020
Zoom, a video communications company, launched a publicity campaign across Latin America during the COVID-19 pandemic that used 24/7 media monitoring to identify negative coverage and provide statements and interviews to combat them.
News
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29 October 2020
Faced with the prospect of losing billions of dollars in payments from Google to be the default search tool on its iPhones, Apple is reportedly stepping up efforts to develop its own search technology.
News
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26 October 2020
Tech giant Google is developing a suite of apps for consumers in under-served markets who have limited or no internet skills, as it seeks to expand its services beyond the first three billion people in the world who already go online.
News
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21 October 2020
Following an investigation that lasted over a year, the US Justice Department has issued an antitrust lawsuit against Google, claiming the search giant has made it impossible for rivals to compete by making its search engine the default across a rang
