Opinion
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Andy Wardlaw, October 2021
There’s much speculation about the longer-term impacts of the pandemic on consumer behaviour. Following the recent ‘collective pause for reflection’, there is every chance that people will increasingly favour smaller product sizes, says MMR’s Andy Wardlaw.
Article
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Sam Peña-Taylor, Event Reports, Kantar Talks, September 2021
A new set of restrictions on in-store promotions and advertising is set to come into force in the UK, forcing brands and retailers to adapt ahead of the changes – here Kantar experts explore the impact of the new regulations and what to do about it.
Article
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Brian Meyers, WARC Exclusive, October 2021
As the world nudges towards the new living-with-COVID-as-normal, companies must optimize the approach they take to managing their brand portfolios.
Article
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Jenn Chin and Caroline Wang, WARC Exclusive, September 2021
Jenn Chin and Caroline Wang explain why rehumanising leadership is vital for our survival and list the steps, principles and frameworks necessary to achieve this.
Article
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Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, September 2021
Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi introduce their practical five-step iterative process for organisations to embark on the purpose journey.
Article
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Brian Carruthers, Event Reports, DMEXCO, September 2021
Up against a rival with much deeper pockets, Burger King has turned budgetary limitations to its advantage with smart messaging that responds to the world its consumers are experiencing.
Article
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Stephen Whiteside, Event Reports, Spotlight US, September 2021
Health-Ade, the US kombucha brand, is adapting its strategy as the category evolves and the needs of its customer base evolve.
Article
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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.
Article
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岳樂（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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Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, August 2021
Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi discuss what is it about the notion of purpose that makes it so different from sustainability or responsibility.
Article
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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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WARC Exclusive, August 2021
Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.
Article
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Amit Bhandare, WARC Exclusive, Spotlight India, August 2021
Amit Bhandare lists the challenges of rural marketing in India and what brands can do to acquire a regional reach and relationship.
Article
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Stephen Whiteside, Event Reports, ANA Masters of B2B Marketing Conference, July 2021
Research by The B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute for Marketing Science has shown that driving mental availability is a critical task for business-to-business (B2B) marketers.
Article
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Will Hodge, WARC Exclusive, August 2021
Company sustainability initiatives need to involve marketing teams in order to be widely adopted or to create lasting change.
Article
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Simon Green, WARC Exclusive, July 2021
Sustainability is not a restriction – instead, it is an opportunity to improve businesses, increase engagement and realise new commercial opportunities.
Article
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Wayne Deakin, WARC Exclusive, July 2021
With sustainability an increasing focus in the business world and for consumers, brands will need to centre regenerative design as a key pillar of their sustainability efforts.
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.
