Socioeconomic groups

1,345 results found

Sort by

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.

Getting to know Singapore’s ‘Forgotten Middle’

Article • Amanda Lim, WARC Exclusive, January, 2021

BBH Singapore’s Amanda Lim makes the case for brands to look to the middle for new growth and consumers in Singapore.

The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.

Signals 2021

Article • OMD, Research on WARC, January, 2021

An overview of the key consumer signals to help plan for the year ahead, following the unprecedented and transformational events of 2020.

Post COVID-19: A brand blueprint for the future

Research Paper • Rossana Dell’Isola, Veronica Mayne, ESOMAR Conference papers, Insights Festival, 2020

Beyond Research Italy, joined forces with insight agencies worldwide to develop global guidelines to empower brands in the post-COVID-19 age.

A change of pace: How China’s smaller cities are both modern and traditional at the same time

Article • Oliver Sweet and Aude Charbonneau, WARC Exclusive, Spotlight China, December 2020

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • Jeanette Phang , WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

Wheel: Career from Home – Wheel Ghar se Career

Case Study • Rituparna Dasgupta, Deepa Kharidaha, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Laundry detergent brand Wheel partnered with mobile operator Reliance Jio to create Ghar Se Career, a mobile-led video content platform that taught women in rural India money-making skills, and drove brand penetration in key markets as a result.

Why creativity is at the core of sports marketing

Article • Mukta Lad, Event Reports, Mumbrella Sports Marketing Summit, October 2020

At the Mumbrella Sports Marketing Virtual Summit, panellists shared insights on where Australia stands in the sports marketing landscape.

Blueair: The Indoor-Pollution Alert System

Case Study • Anupama Basu, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

Audi: e-tron Has Landed

Case Study • Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Car manufacturer Audi used AR technology and Yahoo! TV to showcase the Audi e-tron, its first pure electric car in Taiwan.

Half of Indians to spend less this festive season

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in India this festive holiday season.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

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.

During the pandemic, there’s no place like home – including local surroundings

Opinion • Joe McDonnell, November 2020

As we log on to yet another Zoom meeting from our home offices, in between baking bread and buying a fire pit on Amazon so we can socialize outside during the winter months, it’s become obvious how much home has come to mean during the pandemic.

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.

Ally Financial: Monopoly

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Online-only bank Ally disrupted the traditional marketing approach of the financial industry, bringing a popular board game to life to drive talkability and boost business performance in the US.

‘Brand bayanihan’ can help accelerate Philippines’ digital maturity

News • 16 November 2020

The Philippines regularly tops global social media rankings, but that heavy, and mostly mobile, social media use has obscured just how far behind the country is in other areas, such as broadband infrastructure, e-commerce and digital payments.

Higher income Chinese consumers most likely to cut festive holiday spend

Data • Rob Clapp, WARC Data Points, November 2020

An overview of planned consumer spending and channel use in China this festive holiday season.

Prized insights: The power of strategic thinking in Asia

Article • Ed Pank, Siew Ting Foo and Anamika Sirohi, WARC Webinars, November 2020

Following the launch of the 2020 WARC Prize for Asian Strategy report, this webinar takes a deep-dive into the trends and insights from the winning campaigns and explore the future of strategic thinking in Asia.

Opportunities and new roles for brands within the many layers of Filipino community

Article • Josef Montinola, WARC Exclusive, Spotlight Philippines, November 2020

The pandemic has reshaped how Filipinos interact with the world around them.

It’s time for brands to embody the Filipino spirit of ‘Bayanihan’

Opinion • Gabey Goh, November 2020

Thanks to the strength of community, both geographical and digital, the people of the Philippines are finding innovative ways of coping with the ongoing COVID-19 pandemic. How can brands build connections with new tribes that have formed bonds in the most unusual and traumatic of times? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.

Brand Bayanihan: The digital gap that brands can help Filipinos address during COVID-19

Article • Bea Atienza, WARC Exclusive, Spotlight Philippines, November 2020

Dentsu’s Bea Atienza outlines the need for brands to play an active role in bridging the digital divide and embody the spirit of bayanihan – being in the community.

Amul India's Dr. R S Sodhi: 'Once we take a position, we keep to it'

Opinion • Gabey Goh, October 2020

Dairy giant Amul emerged from India’s lockdown in a much stronger position than before. RS Sodhi, managing director of the Gujarat Co-operative Milk Marketing Federation and owner of the Amul brand speaks to WARC’s Gabey Goh for WARC Marketer's Toolkit 2021 about never going dark, meeting new consumer demands, being hyper-local and the organisation’s belief in long-term consistency.

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.

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.
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.
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.