Article
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Rob Sellers & Dulcie Omonubi, WARC Exclusive, January, 2021
As niche offerings and challenger brands capture emerging demographics, can the mass market brand compete with innovation?
Article
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WARC Exclusive, January 2021
Examines the trends developing through the growth of e-commerce during the COVID-19 pandemic in the Kingdom of Saudi Arabia and the United Arab Emirates.
News
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07 January 2021
Productivity is a quality typically ascribed to individuals, but that is a tiny minority of the measures an organisation can take to improve – a new paper argues that firms must focus on their systems.
News
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05 January 2021
Ride-hailing company Uber was in the midst of crisis when it discovered colossal fraud to the tune of $100m, according to comments made recently by its former head of performance marketing and CRM.
Article
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DVJ Insights, Research on WARC, January, 2021
The DVJ Brand Growth Study is a global, large-scale, continuous study among marketers and consists of two components: qualitative interviews with CMOs and marketing directors and an annual quantitative study amongst people working in marketing, media, and advertising.
News
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23 December 2020
As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity to focus and get the basics right, says Seth Godin.
Article
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Mike Menkes, WARC Exclusive, December 2020
This article looks at the necessity of scenario planning for businesses going forward, as COVID-19 is just the most recent ‘black swan’ event to roil businesses.
Article
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Low Lai Chow, Event Reports, DigiCon Omni, October 2020
Seth Godin shares some insights on what marketers need to be prioritising amidst macro-changes.
Opinion
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Christian Polman, December 2020
2020 has been a challenging year for almost every industry. Organisations have put a necessary focus on cutting costs to survive the period of turmoil – the effects of which continue to reverberate across business and society. As the full economic toll of COVID-19 continues to sink in, there’s little doubt that one major casualty has been the marketing and media industry, as the last IPA Bellwether report showed .
Research Paper
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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.
Article
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Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020
GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.
Article
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Reno L. Davis-Yue , WARC Exclusive, Spotlight China, December 2020
Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.
Article
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Ana Andjelic, WARC Exclusive, December 2020
This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Cultural Insights, 2020
The owner of Lawes Consulting, a research company, published a book entitled Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits, which is already impacting market research.
Article
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Nick Liddell, WARC Exclusive, December 2020
Sir John Whitmore and Graham Alexander created the GROW model in the 1980s as a way to make coaching conversations ‘fluid, natural and artistic’.
Article
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Nick Liddell, WARC Exclusive, December 2020
Also known as the 80/20 rule, the Pareto principle is named after French-Italian economist Vilfredo Pareto, who observed that 80% of Italy’s land was owned by 20% of its population.
Article
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Nick Liddell, WARC Exclusive, December 2020
The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands and their alternatives.
Article
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Nick Liddell, WARC Exclusive, December 2020
Simon Sinek is an influential brand thinker, who is most famous for his 2009 book, ‘Start with WHY’.
News
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30 November 2020
You learn more from mistakes than from successes - James Watt, CEO of the outspoken drinks brand, BrewDog, shares ten of his biggest in a LinkedIn post.
News
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25 November 2020
Stock markets may have reacted with glee to the news that COVID-19 vaccines are on the way, but most business leaders are a great deal less sanguine, according to new research from Kantar.
News
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24 November 2020
Encouraging reports on the success rates of different COVID-19 vaccines notwithstanding, much of the world still faces a recession next year and brands will need to adapt accordingly – including reassessing what constitutes value for consumers.
News
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20 November 2020
The end of the year brings a welter of articles about trends, and while it’s important to have an understanding of relevant ones – which may not always be directly related to a brand’s own sector – what is ultimately most important is whether or not
Opinion
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Paul Coxhill, November 2020
We humans are hardwired to think short-term . That served us in good stead when we were hunter gatherers. But as we now confront the implications of years, perhaps centuries, of short-termism on our leadership, society and the planet, we realise that we need a new set of tools to help us.
Opinion
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Faris Yakob, November 2020
The products of creativity clients want from agencies aren’t art and copy but attention and commerce, says Faris Yakob – Burger King is the brand leading the way.
