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Article

The authors outline the way some leading B2B brands have overcome the challenges of selling online, and explain how they applied some of this practice in their own work with a healthcare business.

Opinion

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing.

Article

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

Data

An overview of consumer preference for digital finance services across 17 markets.

Article

Reputation tracking is important, especially in a digital world – Meltwater’s Mimrah Mahmood shares a few efficient and cost-effective ways to incorporate digital into a company's existing reputation tracker.

Article

With the traditional B2B marketing playbook in need of a refresh, marketers need a new approach to channel planning, say global media agency Essence’s Rafael Martin and Staffan Holgersson.

Article

Kevin Arsham, Partner, B2B Specialist at MediaCom, argues that a balanced strategy is crucial in B2B marketing.

Article

ANA Business Marketing Practice’s Sonia David and Bill Zengel, explore how leading B2B marketers are using emotion, purpose and problem solving to reach a new generation of business buyers.

Article

A summary of new thinking and best practice on rethinking B2B marketing.

Article

PepsiCo, the global food and beverage giant, implemented an insights automation platform, Ada, over the course of three years, picking up crucial lessons for marketers and researchers tasked with steering vast projects through to completion.

Article

Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.

Article

Mike Golden, President, Brandigo (China), looks at how marketers in other markets can position B2B campaigns for success in China.

Article

Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.

Article

Characters, logos and typography are the brand assets with the strongest potential for “unique ownership”, according to a study in the Journal of Brand Management.

Article

Summarises the most fundamental patterns in buying behaviour, and how they also manifest themselves in B2B categories.

Data

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

Data

An overview of commercial actions taken when direct mail items are received.

Article

Ogilvy’s Andreanna Leclerc discusses what social commerce entails and how brands can leverage it effectively with the three states of social commerce, five important dimensions and four behavioural design principles.

Article

Looks at diverse and inclusive representation in online advertising.

Article

The COVID-19 pandemic has transformed consumer behaviours and attitudes in APAC, but Kantar’s Laura Tan says this has also created opportunities for brands that want to grow in the region.

Article

Assesses the post-pandemic stickiness of product subscriptions.

Article

PepsiCo, the food and beverage giant, successfully adapted its segmentation strategy in line with the growth of e-commerce during the COVID-19 pandemic.

Article

This article considers the opportunities to engage football fans on TikTok.

Data

An overview of when postponed purchases will be made in the United States.

Article

APAC consumer sentiment has morphed in response to the COVID-19 pandemic.