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.
Article
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WARC Strategy Toolkit, March 2021
This article discusses various approaches used by marketers to understand what consumers want.
Article
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WARC Strategy Toolkit, March 2021
Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
Article
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Jin Kim, WARC Exclusive, March 2021
Details what advertisers need to know about shoppable media.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2021
Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.
Research Paper
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Hyuk Jun Cheong and Yunjae Cheong, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 12-29
This article proposes an update of the Foote, Cone & Belding (FCB) grid, which has been one of the most popular product-classification schemes in advertising and consumer research since its conception in 1980.
News
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19 February 2021
Customer retention, rather than customer acquisition, is a growing marketing trend forced on brands by the coronavirus pandemic, and a new global study seeks to provide insights into how brands can win long-term relationships with consumers.
News
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15 February 2021
Global consumer spending in the top 100 non-game subscription-based apps grew to a record $13bn in 2020, representing a 34% year-on-year increase from the $9.
Opinion
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Rohit Arora, February 2021
Using Google research on the ‘messy middle’ between intention and purchase, Rohit Arora delves into six ways to use video media to pull through the complexity.
Article
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Kiron Kesav, WARC Exclusive, February, 2021
PHD Media’s Kiron Kesav says automotive brands in Southeast Asia, even those already recovering from periods of lockdown, have to adapt to shifting themes in a post-pandemic world.
News
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11 February 2021
The disruption caused by COVID-19 has led people to seek new forms of value, such as easy e-commerce or paying a premium for hygiene, and marketers are having to rethink how they communicate value through messaging and optimal pricing.
Article
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WARC Best Practice, February 2021
A summary of new thinking and best practice on communicating value.
Article
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Andrew Mitchell, WARC Exclusive, February 2021
Evaluates lessons from the last recession, looks at re-emerging patterns and highlights what’s unique about this COVID recession and the implications and actions for CPG retailers and manufacturers.
Article
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Leslie Wood, WARC Exclusive, February 2021
This article explores the impact the COVID-19 pandemic has had on CPG shopping behavior.
Article
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Jenny Chan, WARC Exclusive, February 2021
It is essential to remember that Tmall is not just an e-commerce marketplace, but the biggest shopping ‘mall’ in the world and in that context, a luxury brand’s e-commerce content cannot be solely focused on selling and needs to significantly double down on storytelling and showcases.
Article
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Nigel Hollis, WARC Exclusive, February 2021
The COVID pandemic and recession have caused huge changes in consumer behavior around the world.
News
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09 February 2021
Buy-now, pay-later – or more accurately, buy now and spread the payments – was already gaining traction before the pandemic as a popular marketing tool.
News
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02 February 2021
Luxury liquor sales have grown at the fastest rate in years as US consumers look to escape the lockdown blues with a drink or two.
Article
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Brian Carruthers, Event Reports, Web Summit, December 2020
Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.
Data
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Rob Clapp, WARC Data Points, February 2021
This Media Owner Profile of Alibaba includes data on revenue, consumers on Chinese retail marketplaces and Gross Merchandise Volume.
Article
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Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021
During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.
News
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27 January 2021
Even before the pandemic struck, China’s senior shoppers were gradually closing the digital gap on younger consumers, but last year they made up the fastest-growing demographic of online shoppers and many are sticking with online shopping post-pandem
Article
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WARC Exclusive, Spotlight Australia, January 2021
Analyses data from ongoing surveys of Australian consumers, provided by GWI and covering consumer purchase behaviours, their expectations of brands and the experiences they provide.
Opinion
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Andrew Wardlaw, January 2021
Throughout 2020, brand leaders in fast moving categories put on sales and share as shoppers defaulted to the familiar while challengers were put on the backburner. But the dynamics are set to change once again. MMR’s Andy Wardlaw talks to behavioural psychologist Dr Sara Bru Garcia to find out how things might play out in the year ahead.
News
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21 January 2021
Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
