WARC

Opinion
08 June 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This week, we talk to some of the young minds residing in the Philippines.
Opinion
31 May 2021 Jury members of this year’s WARC Awards for Asian Strategy talk about  what they are looking for in this year’s entrants,  the role of strategy in their businesses and their future hopes for the discipline.
Opinion
25 May 2021 This report from the Unstereotype Alliance, produced in collaboration with WARC and Oxford University Business School, examines diversity in the advertising industry in 2021.
Opinion
20 May 2021 文明广告创始人谢建文(Alex Xie): “二者的区别在于,销售更加直接,不论做成的生意是大是小,都属于销售,它是直接地让消费者为产品和服务买单。而营销是更加需要有一定的基础,这才称得上是营销,这是一件更系统化的事情,要洞察需求、创造价值、深化联系,让消费者更乐于为品牌买单。” 联合利华资深总监、集团数据及数字化营销负责人Alence Lee: “品牌建设的终极目标其实还是为了效果。大家在谈到效果的时候往往觉得是短期的ROI,但实际上应该分成三个层面,即可持续的增长、有盈利的增长和有竞争力的增长。所以品牌建设与效果是互相匹配的,它能帮助公司持续地盈利性地以及有竞争力地去成长,去最终体现效果。” 威动营销执行合伙人 、香港大学中国商业学院客席副教授陈亮途(Hugo Chan):
Opinion
19 May 2021 Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
Opinion
19 May 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. We head to Bangladesh this week.
Opinion
12 May 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This week, we speak to some rising stars from Sri Lanka.
Opinion
04 May 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. In this edition, we hear from India.
Opinion
25 April 2021 Lynette Pang, Assistant Chief Executive, Marketing at Singapore Tourism Board, will be chairing the 2021 WARC Awards for Asian Strategy. Here, she talks to WARC about the power of strategic partnerships, how STB is remaining top of mind during the pandemic, and what she hopes to see from the next generation of strategists in the region. Lynette Pang, Assistant Chief Executive, Marketing at Singapore Tourism Board
Opinion
20 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.
Opinion
20 April 2021 In 2020, BigBasket witnessed an unprecedented surge in demand as it welcomed a new set of customers who were buying groceries online for the first time. Amid the dramatic shift in consumer behaviour, Arun Jayaraman, Head of Marketing – Loyalty, Site Merchandising and Partnerships, BigBasket, tells WARC how the online grocer sees the Indian market growing after weathering the pandemic storm.
Opinion
20 April 2021 Pawan Sarda, Group Head, Digital, Marketing and E-commerce, Big Bazaar tells WARC how the hypermarket chain, a one-stop store heavily reliant on footfall, leveraged its digital initiatives to navigate the pandemic, and what e-commerce 2.0 will look like.
Opinion
30 March 2021 Since its launch in 2014, rewards and discovery platform ShopBack has been steadily building out its partnership network as part of its goal to help shoppers in Southeast Asia “shop smarter”. Chief Commercial Officer Candice Ong speaks to WARC about effective partnerships and growth ambitions.
Opinion
30 March 2021 Derek Tan, Chief Brand Officer, Carsome, tells WARC how the online used car trading platform has collaborated with partners from various industries to not only introduce innovation and convenience to its customers but also enhance its dealers’ user experience with the brand and most importantly, grow the brand.
Opinion
18 March 2021 How do you show your work has worked? Your clients want to know. Your colleagues want to know. Effectiveness awards judges want to know too.
Opinion
24 February 2021 Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha
Opinion
24 February 2021 Before the concept of brand purpose became popular, Tata Tea immortalised itself with the message “ Jaago Re ” or “Wake up”. Over the years, the Jaago Re cause marketing initiative has helped the Tata Tea brand to stay relevant by championing various causes. Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products, tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.
Opinion
27 January 2021 Coles Australia responded swiftly to the restrictions wrought by COVID-19 measures and has since shifted its focus to building out a more personalised and seamless omnichannel brand experience. Coles Group CMO Lisa Ronson speaks to WARC about ditching the print catalogue, lessons learnt and what’s in store for the year ahead.
Opinion
27 January 2021 The pandemic accelerated ANZ Australia’s digital momentum, taking the banking brand closer to a zero-touch offering. CMO Sweta Mehra speaks to WARC about keeping brand consistency across all channels to ensure trust, and leveraging personalisation to help consumers move forward in their financial well-being journey
Opinion
27 January 2021 Digital is central to the entire brand experience at Carlton & United Breweries, with a focus on how data and technology can help deliver more meaningful consumer interactions. Head of Integrated Marketing, Jemma Downey speaks to WARC about how the company has doubled down on creating best-in-class digital programmes and products, whilst looking at ways its brands can grow beyond the product with new business models.
Opinion
27 January 2021 The onset of the COVID-19 pandemic saw Monash University move swiftly toward delivering its courses and brand communications via online platforms and channels. CMO Fabian Marrone speaks to WARC about how data is at the core of the university’s larger mission to build out a highly personalised, yet integrated digital brand experience that is driven by compelling content.
Opinion
02 November 2020 In The Effectiveness Code, we introduced the principle of creative commitment and its strong relationship with effectiveness. Here you will get further insights into key drivers of effectiveness and find out how to adapt the tactics and techniques of campaigns that endured the test of time for future brand work.
Opinion
13 October 2020 Mainstream voices have dominated marketing and advertising spaces, and there is a need for audiences, customers and consumers to be spoken to and reached in an authentic and credible way.
Opinion
17 August 2020 COVID-19 is forcing brands across categories to shift faster into e-commerce. What does this long-term change in distribution mean for the effective investment of marketing budget?