Article
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David Gutting, WARC Best Practice, July 2021
Using an analysis of national surveys of 9,000 consumers over the last two years, and evaluating more than 150 brands in 25 categories, this article argues that brands that work as unified systems perform far better than those that don’t.
Article
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Sue Mizera and James Risch, WARC Exclusive, July 2021
This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.
Article
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John Clark, WARC Exclusive, July 2021
Brands today must have a digital presence, but one that is seamlessly integrated with digital and human touchpoints.
Article
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Rachel Clarke, WARC Exclusive, July 2021
As omnichannel marketing increasingly becomes the default, marketing teams and e-commerce teams will need to work as one to achieve brand growth.
Opinion
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Brian Carruthers, June 2021
A skit for Cannes Lions Live about marketers and consumers in relationship therapy, by Professor Mark Ritson, is enlivened by digs at a rival antipodean marketing professor. But the real issue for him is the marketing industry’s midlife crisis, WARC’s Brian Carruthers heard.
Article
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Ian Edwards and Harry Davison, WARC Exclusive, June 2021
This paper from Facebook shares new research about brand building online.
Article
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WARC Exclusive, June 2021
This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
Opinion
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WARC, June 2021
Coming from an investment background, Uki Zhang, Genki Forest’s partner and head of functional brands and products, is now selling sparkling water and tea, as well as building a new energy drink sub-brand – she shares the disruptor brand’s plans to go global.
Article
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Carolyn Paul, WARC Exclusive, June 2021
In Spring 2020, Edelman’s Trust Barometer revealed trust in the healthcare sector had reached an all-time high.
Article
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Marie Stafford, WARC Exclusive, June, 2021
Brands that advocate for the big issues we face, like climate change and inequality, will not only remain relevant, but will also build future resilience for society and for themselves.
Article
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Darren Coleman and Erich Joachimsthaler, WARC Best Practice, June 2021
Research shows that eight of the largest ten companies in the world today have been built on platform-business models.
Article
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Scott Goodson and Chip Walker, WARC Best Practice, June, 2021
Higher purpose tends to be lofty by nature, which can make it sound inspiring, but can leave people unsure how to action it.
Article
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Phil Sutcliffe, WARC Exclusive, May 2021
Looks at how marketers can create and sustain both difference and distinctiveness and how market research can help.
Opinion
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Natalie Morris, May 2021
Natalie Morris, Flock Associates, Global Media & Marketing Consultant explains how marketers and agencies can embed sustainable business practices that drive inclusive marketing forward.
Article
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Jiggy George, WARC Exclusive, May 2021
Licensing offers Indian brands many opportunities but Dream Theatre’s Jiggy George say it is ignored by leadership teams and their strategy.
Article
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Stuart Chan, WARC Exclusive, May 2021
As China’s most developed region, the Greater Bay Area (GBA) presents a myriad of opportunities, especially for the financial sector – PHD’s Stuart Chan explains how banks can take advantage of them to grow and expand in southern China.
Article
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Paul Cash, WARC Exclusive, May 2021
Paul Cash, founder of Rooster Punk, an award winning B2B agency, and author of Humanizing B2B, explains why the likeability factors matters in business-to-business marketing.
Article
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WARC Best Practice, May 2021
Explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
Article
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Darren Coleman, Zhixuan Kuang, Research on WARC, February 2021
Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.
Opinion
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Dr Kelly Vaughan and Alicia Barker, May 2021
This article is part of a series of articles from the WARC Guide to customer retention .
Article
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Sean Hargrave, Event Reports, Festival of Marketing: The Bottom Line, March 2021
The National Lottery reversed a four-year decline in public sentiment through a rebrand that focused on the good causes it supports.
Article
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Mena Nadaraja and Tyler Pietz, WARC Exclusive, April 2021
Multilocal marketing brings together local autonomy and global, tech-powered production efficiencies to enable global brands to reach local audiences with greater relevance and velocity – MediaMonks’s Mena Nadaraja and MightyHive’s Tyler Pietz outline the ways to execute a multilocal workstream.
Article
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Gilmar Wendt, WARC Best Practice, April 2021
Gilmar Wendt, principal, GW+Co, introduces Influencer Mapping, a framework that helps align the sales and marketing functions, giving each more visibility on each other’s strategic goals and decisions, so that more of them may be shared.
Opinion
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Anna Hamill, April 2021
COVID-19 decimated the travel sector in 2020. But with lockdowns now easing and summer on the way, easyHotel’s Chief Marketing and Digital Officer, Rav Dhaliwal, is preparing for a brighter year ahead for the industry.
Opinion
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WARC, April 2021
Harsh Lal, co-founder and director of The Souled Store, tells WARC how, in just eight years, the online apparel brand has carved out an enviable niche for itself among a young, pop culture crazy audience looking for authentic quality clothing; how it seized opportunities during the pandemic; and what is the e-commerce startup’s omnichannel focus going forward.
