Socioeconomic groups

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Glo: Hyper Launch

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

Burrow: Diffusion for Burrow – Achieving PR ROI Through Data-Driven Media Strategy & Measurement

Case Study • SABRE Awards, IN2, North America, Best in Measurement, Post-Campaign Analysis, 2021

Burrow, a furniture brand, increased sales by leveraging an existing programme to hit newfound relevancy during the COVID-19 pandemic in the US.

Grand Seiko: Making Luxury a Virtual Experience

Case Study • SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2021

Grand Seiko, a Japanese maker of watches, clocks and electronic devices, launched a wearable Instagram filter as part of a digital event to promote its new Toge Special Edition watch during the Coronavirus pandemic.

Voice assistants can influence purchasing decisions in India

News • 16 February 2021

Myriad local languages and digital literacy barriers mean brands in India require specific voice technology solutions.

Alexa, what did you say? Exciting opportunities for voice marketing in India

Article • Krish Velkar, WARC Exclusive, February, 2021

Ogilvy Mumbai’s Krish Velkar looks at how voice assistants can influence purchasing decisions in India.

Co-designing social marketing programs with “bottom of the pyramid” citizens

Research Paper • David Schmidtke, Sharyn Rundle-Thiele, Krzysztof Kubacki and Georgette Leah Burns, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 86-105

The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new "Empathy Building" step within the Trischler et al.

Africa’s heterogeneous middle class: A 10-city study of consumer lifestyle indicators

Research Paper • James Lappeman, Lara du Plessis, Emma Ho, Ellen Louw and Paul Egan, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 58-85

Income and living standards measures have long been used in market research and marketing in Africa. This study examined a set of lifestyle indicators (both belongings and behaviors) to determine their success in profiling middle-class consumers in sub-Saharan Africa.

Where are we going to be?

Article • Trajectory, Research on WARC, January, 2021

This report by Trajectory looks at how the COVID-19 pandemic has had a huge impact on daily life, particularly in terms of location and proximity.

싱가포르의 잊혀진 '중간층' 파악하기

Article • Amanda Lim, WARC Exclusive, January, 2021

BBH Singapore의 아만다 림은 싱가포르 내의 새로운 성장과 소비자를 위해 중간층을 주시해야 한다고 주장한다.

Malaysia, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Malaysian professionals since 2010.

Philippines, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Filipino professionals since 2015.

Russia, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Russian upmarket adults since 2012.

Mexico, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Mexican professionals since 2014.

Canada, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Canadian upmarket adults since 2010.

France, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to French upmarket adults since 2010.

Japan, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Japanese upmarket adults since 2010.

Peru, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Peruvian upmarket adults since 2015.

Netherlands, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Dutch professionals since 2011.

Portugal, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Portuguese upmarket adults since 2013.

Austria, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Austrian professionals since 2010.

Sweden, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Swedish upmarket adults since 2010.

Philippines, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Filipino upmarket adults since 2010.

Denmark, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Danish professionals since 2013.

UK, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to professionals in the United Kingdom since 2010.

France, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to French professionals since 2010.

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.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
Applying COVID-19 consumer tensions onto your brand decision-making

Article • Edward Lee, WARC Exclusive, August 2020

Examining the economic, habitual, attitudinal and social changes resulting from the pandemic.
COVID-19: Consumer spending and media habits in the US

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the US during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
2020 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2020

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.