Article
•
EACA/Effie Awards Europe, Research on WARC, January, 2021
The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.
Article
•
Low Lai Chow, Event Reports, Digital Media Asia conference, October 2020
SCMP outlines the key questions publishers need to ask themselves before jumping into a subscription-based business model.
Research Paper
•
MRS Awards Papers, Winner, MRS Award for Insight Management, 2020
BT, a telecommunications brand, partnered with DecTech to create a single point of view on pricing, thereby democratising pricing insights across every level of the organisation.
Article
•
WARC Best Practice, December 2020
Looks at the many different ways to execute premiumisation and how offerings need to pay attention to the details of product, packaging and messaging to satisfy premium consumer expectations.
Research Paper
•
Arvind Sainath, ESOMAR Conference papers, APAC, 2020
Diageo, a beverage company, developed an integrated brand pricing framework in India to improve profitability.
News
•
20 November 2020
Eleven years after opening its first McCafé in China, fast food chain McDonald’s plans to expand its estate of in-store cafés to 4,000 outlets on the Chinese mainland by the end of 2023.
News
•
22 October 2020
Marketers considering a sponsorship deal need to assess a wide range of factors, including their own brand’s equity and the amount of competing clutter, to help determine the right price, an article in the Journal of Advertising Research (JAR) has su
News
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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
•
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.
