Opinion
•
Mike Teasdale, March 2021
Advertising is as obsessed with the new new thing as it is with youth, often forgetting that the richest, most influential group of consumers already exists and though they might be older, they are full of life and optimism - Mike Teasdale explains how to speak to this crucial audience.
Opinion
•
Jay Richards and Cat Agostinho, March 2021
Individuals have built, and are building, significant brands that embrace community and diversity. So why, ask Jay Richards and Cat Agostinho, aren’t more established brands doing the same?
Opinion
•
Stephen Denny, March 2021
From financial data, to healthcare data, to smart devices such as Alexa and the wearable devices that people wear on their wrists, consumer data trails are everywhere. But are marketers taking their customer’s data privacy seriously? And would your customer trust your brand to safeguard their data?
Data
•
Rob Clapp, WARC Data Points, March 2021
An overview of different social platforms used for influencer marketing campaigns.
Opinion
•
Philippa Roberts and Jane Cunningham, March 2021
Women have been at the sharp end of a year of pandemic and lockdown. As the world slowly emerges from the threat of COVID-19, brands are going to have to reset their relationships with their female audiences, say Philippa Roberts and Jane Cunningham.
Article
•
Brian Carruthers, Event Reports, Retail Week’s Accelerating Ecommerce Week, February 2021
Online marketplaces have seen a surge in activity during a year of pandemic-driven lockdowns and stay-at-home orders.
Article
•
Brian Carruthers, Event Reports, Lions Live, March 2021
L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.
Article
•
Low Lai Chow, Event Reports, CX Trends, February 2021
COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.
Data
•
Rob Clapp, WARC Data Points, March 2021
An overview of advertising channels and formats used by Amazon sellers.
Opinion
•
Lee Walsh, March 2021
Making public predictions is a notoriously embarrassing pursuit – think the Titanic is unsinkable and the iPhone will fail. Now with COVID-19, e-commerce, the ethical use of algorithms, and social and environmental issues, among other issues, predicting the next 10 years will be even harder. But Lee Walsh argues that APAC brands that thrived during the pandemic should be able to adapt.
Opinion
•
Paul Evans, March 2021
Only through the holistic and integrated management of all forms of TV media can advertisers achieve better measurement and greater effectiveness, writes Paul Evans.
Article
•
Lars-Alexander Mayer, WARC Exclusive, March 2021
A new model for using search data to uncover regional growth opportunities.
Data
•
Rob Clapp, WARC Data Points, March 2021
An overview of Airbnb's marketing and advertising spend between 2018 and 2020.
Article
•
Low Lai Chow, Event Reports, CX Trends, February 2021
Grab’s digital transformation before the onset of the pandemic allowed the ride-hailing company to be well-positioned to face the crisis.
Opinion
•
Alex Brownsell, March 2021
The steady convergence of commerce and storytelling is driving the creation of a new advertising opportunity, writes Alex Brownsell.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Gold, 2021
NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Gold, 2021
Nike, a sportswear brand, launched its new product Next%, the fastest running shoe yet, in China with a data-driven campaign that focused on creating mass belief in Nike's product superiority.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Gold, 2021
Globe Telecom, a telco brand, improved brand perceptions in the Philippines with its inclusive, multi-sensory campaign A Star Wars Experience.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Gold, 2021
WWF Singapore, a non-governmental conservation organisation, launched its global campaign Your Plastic Diet to persuade UN member states to commit to tackling plastic pollution.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Gold, 2021
Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.
Article
•
Stephen Whiteside, Event Reports, Lions Live, March 2021
Research by Cannes Lions, the events and content company, outlined several guidelines for engaging consumers in locally-relevant ways.
Article
•
WARC Strategy Toolkit, March 2021
This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.
Article
•
WARC Strategy Toolkit, March 2021
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Article
•
WARC Strategy Toolkit, March 2021
This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
Article
•
WARC Strategy Toolkit, March 2021
This article discusses various approaches used by marketers to understand what consumers want.
