Socioeconomic groups

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Flex retail: How Australia is turning the page to a new chapter of retail

Article • Renata Yannoulis and Matthew Moran, WARC Trends, July 2021

TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.

Networked commerce and the power of India’s kirana

Article • Satish Krishnamurthy and Vishwajit Vyas, WARC Trends, July 2021

TBWA\India’s Satish Krishnamurthy and Vishwajit Vyas say the kirana mom-and-pop shops’ communal commerce during the pandemic shows that networked commerce is the new retail reality in India.

Sky Arts: Everybody Together

Case Study • SABRE Awards, EMEA, Gold, 2021

Sky Arts, a British television channel, promoted its launch on Freeview by creating mass participation art to show that, despite all challenges, art can thrive in the UK.

Knorr: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, Yosr Khalifa, WARC Prize for MENA Strategy, Shortlisted, 2021

Food brand, Knorr's, Rooftop Farms campaign made a lasting impact on the hunger crisis by empowering those living in poverty in Egyptian cities to grow their own food.

Shwapno and UCB: Project AgroBanking

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

United Commercial Bank (UCB), a banking brand, used video, on-ground activity and OOH to launch a platform that enabled farmers in Bangladesh to sell excess produce at a fair rate to retail chain Shwapno.

Tobacco Free Florida: Reasons

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Tobacco Free Florida, an anti-smoking organisation, increased awareness of its support services in Florida by launching a series of videos telling the real stories of people trying to quit.

ABAAD Resource Centre for Gender Equality: #UNDRESS522

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

ABAAD, a resource centre for gender equality, encouraged the abolishment of article 522 in Lebanon, which exonerates rapists if they are married to their victim, by launching a graphic film that shows a wedding dress does not cover the crime.

Peace Products: Peace Products

Case Study • WARC Awards for Effectiveness, Shortlisted, Collaboration & Culture, 2021

Peace Products created a unique seed brand with the global appeal necessary to turn Colombia's small farmers into profitable entrepreneurs.

Equity Bank: Don't clip their wings

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Kenyan bank Equity Bank created a scholarship programme to drive social and economic growth by helping lower-income youth achieve their potential.

Ayuda Humanitaria Para Venezuela: The good drug trafficking

Case Study • WARC Awards for Effectiveness, Bronze, Collaboration & Culture, 2021

Non-profit NGO Fundacion Colibri turned the negativity of Colombian drug-trafficking on its head to ensure the continued flow of humanitarian aid into in Venezuela.

Knorr: Rooftop Farms

Case Study • Tahaab Rais, Yasmin Shehab, Yosr Khalifa, WARC Awards for Effectiveness, Silver, Brand Purpose, 2021

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

Speaking the local language: How Spotify tackled the India market

Article • Biprorshee Das, WARC Exclusive, June 2021

Since entering a crowded Indian market two years ago, Spotify’s India head of marketing Neha Ahuja shares how the audio streaming service is winning by leveraging local insights and speaking to consumers in a personal tone.

Illinois Department of Human Services: Illinois Census

Case Study • SABRE Awards, Diamond, North America, 2021

The Illinois Department of Human Services, a department of the Illinois state government in the US, increased response rates for the 2020 census in Illinois, particularly among previously hard-to-count populations.

Global brands in China: The latest changes to note

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

Global brands eyeing the vast China market have to take note of how much the Middle Kingdom has changed over the decades – LVMH’s Andrew Wu lists the key trends and developments.

Four things marketers can do to help disadvantaged young people right now

Opinion • Nick Fuller, April 2021

Nick Fuller, President of EVERFI International, an education company working with businesses, government and charities to deliver technology-based products and bespoke educational engagement campaigns, explains how marketers can help reduce the inequality faced by disadvantaged young people.

How e-commerce behaves differently for different consumers in India

Article • Vandana Nath and Anupama Yadav, WARC Exclusive, Spotlight India, April 2021

Ogilvy’s Vandana Nath and Anupama Yadav look at how e-commerce in India is evolving in response to the unique needs and behaviours of the Indian consumer, and the trends that will shape the market.

India’s e-commerce surge: Fulfilling consumer needs with human experiences

Article • Oindrila Roy, WARC Exclusive, Spotlight India, April 2021

Oindrila Roy of Essence says brands should not lose sight of the human connection as e-commerce features and functionalities continue to open up more opportunities for marketers.

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.

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.

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.

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.

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.
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.
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.
The future of brand experience: Four scenarios to succeed in the “new normal”

Article • Elena Yepes, Juan Isaza and Jorge Becerra, WARC Exclusive, November 2020

Using the Foresight Planning methodology, this paper looks at four scenarios for brands to succeed going forward, based on how consumer behavior has changed for the long term because of the pandemic.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.