News
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22 October 2020
These are tough times for vehicle manufacturers in the UK as they grapple with the impact of COVID-19, continued uncertainty about future trade relations with Europe, as well as a growing problem of an ageing demographic for new car sales.
News
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24 September 2020
Advertising is particularly effective in pharma categories where pricing is shaped by a “leader” and a “follower” brand dynamic, according to a study in the Journal of Advertising Research (JAR).
News
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21 September 2020
The right key performance indicators (KPIs) can give an early warning on performance and can help cut through the complex world of marketing, say Paul Dyson and Katherine Munford.
Article
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Paul Dyson and Katherine Munford, WARC Exclusive, September 2020
This article outlines five business metrics that provide a good all-round view of brand health and the predictability of which has been proven against historical data.
Research Paper
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Abhik Roy and Mary E. Schramm, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 305-323
The oligopolistic nature of the U.S. pharmaceutical industry presents its members with a unique opportunity to leverage the interaction between competitive pricing strategy and promotion strategy.
Article
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Callum Saunders, WARC Exclusive, September 2020
Grocery shopping mindsets are changing as a result of the pandemic and it will be vital for brands to embrace new behaviours to capitalise on throughout 2021.
Article
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Callum Saunders, WARC Exclusive, September 2020
As grocery brands battle for market share, a focus on brand purpose through connecting with local communities and supporting the less privileged will drive brand trust.
Article
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WARC Best Practice, September 2020
Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.
News
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03 August 2020
The COVID-19 pandemic and subsequent country lockdowns have driven ten years of e-commerce growth in an eight-week period, prompting a rethink of all the marketing fundamentals; a new WARC report looks at the changes taking place and what they mean f
Article
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WARC Best Practice, August 2020
A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Article
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Ken Roberts, WARC Best Practice, July 2020
Examines whether upper funnel brand-building efforts, and lower level activation efforts, should be separated from one another, as is traditionally the case.
News
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13 July 2020
It’s understandable that many brands are feeling the urge to rush onto e-commerce platforms, but doing so without a plan could cause more harm than good, an expert cautions.
Article
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John Phillips, WARC Exclusive, July 2020
Offers advice for how media owners can grow subscription businesses to help counteract any decline in ad revenues.
Article
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Alex Brownsell, Event Reports, Mediatel’s Future of Publishing online conference, June 2020
Why Times Newspapers opted against dropping its paywall for coronavirus-related content during the pandemic.
Research Paper
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Qun Ren, Ke Rong, Chao Lu, Gordon Liu, and Margaret Ross, Int. Journal of Market Research, Vol. 63, No. 3, 2020, pp. 350-368
Value-informed pricing strategy, which focuses on determining the price level of products based on consumer value perception, is especially suitable to be applied in digital products rather than industrial ones.
News
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26 May 2020
Frozen food brand Birds Eye is working on a “comeback plan” for more normal times, including reviewing the brand’s messaging and media mix through the lens of how consumers are reacting to more challenging economic circumstances.
Article
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WARC Best Practice, May 2020
This article explores the impact of the rise of private label brands on retailers and traditional consumer goods' manufacturers.
Article
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Fiona McAnena, WARC Webinars, May 2020
Fiona McAnena, a strategic marketer and board adviser who’s worked on international brands across multiple sectors, looks at the four factors to consider when setting pricing strategy during a recession: category, brand, segmentation and timescale.
News
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13 May 2020
Discounting is tempting during recessions but it creates downward pressure on margins; in The WARC Guide, Fiona McAnena advises that setting a pricing strategy shouldn’t be only about cash.
Article
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WARC Best Practice, May 2020
A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Article
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Les Binet, WARC Exclusive, May 2020
The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
Article
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J. Walker Smith , WARC Exclusive, May 2020
Explains that the idea that all consumers trade down during recessions is overly simplistic.
Article
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Joan Driggs, WARC Exclusive, May 2020
Applies six lessons from the last recession to today's uncertainty around customer loyalty, the rise of private label, right pricing, sacrificing non-essentials, the joy of upgrading and discounting leads to changing habits.
Article
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Geoffrey Precourt, WARC Exclusive, April 2020
The Hershey Co., the candy manufacturer, is responding to the COVID-19 crisis by mapping out its occasion-focused strategy based on various scenarios.
News
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22 April 2020
Maximum reach, minimum spend is the Xiaomi way and in just five years that approach has won the digital-first, Chinese phone brand more than a quarter of India’s smartphone market.
