The WARC Guide to Marketing in the COVID-19 recession

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Opinion

Floods and heatwaves around the world highlight the need for businesses to take action to address climate change. Phil Rowley, Head of Futures at Omnicom Media Group UK, sets out a framework for marketers to use.

Data

An overview of global marketing budgets by medium between January and July 2021.

Data

An overview of Facebook advertising revenue in Q2 2021.

Data

An overview of digital video advertising impressions on connected TV, mobile and PC devices.

Opinion

Chinese make-up brand Florasis’ co-founder Freeman shares how it rode on the Chinese-ness trend to disrupt the market amid stiff competition and become an internet hit virtually overnight.

Article

WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.

Opinion

Relationships aren’t easy – between brands and agencies as well as in life. This is especially true once you get past the honeymoon stage; that time when you both still believed that anything is possible.

Article

Sustainability is not a restriction – instead, it is an opportunity to improve businesses, increase engagement and realise new commercial opportunities.

Article

Global strategies, campaign updates and trends in audio.

Article

Instead of just focusing on the job and embracing departmental or specialist thinking, which is good for carrying out the task at hand, strategists can philosophise about deeper issues underlying businesses and people’s lives, and benefit from Renaissance thinking, says VMLY&R Vietnam’s Quynh Nguyen.

Data

An overview of Alphabet (Google Search, YouTube and Google Network Members) advertising revenue in Q2 2021.

Article

This guide inspires advertisers to develop Marketing Sustainability Strategies and provides resources for education.

Opinion

In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how can brands plug in and play with the region’s mobile gamers.

Opinion

Visha Naul, Director of Business Marketing, EMEA, outlines Pinterest’s lesser-known audience segments, and explains why she discourages brands from being ‘shouty’ on its platform.

Data

This article summarises the results of the Global Marketing Index for July 2021, when long term growth across marketing budgets and trading conditions was evident across all regions.

Article

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

Article

POKKT’s Umamon Siriluksanaporn says the rise in mobile gaming, internet and smartphone usage is providing brand marketers with a unique environment to engage with Thailand’s customers over a fully digital spectrum.

Article

Marketers can successfully target the right audience for their campaigns if they understand Vietnam’s mobile gamer demographics, say RMIT University’s Dr Ho Phu Hai and Dr Soumik Parida.

Article

Amid the pandemic’s deep impact on Indonesia’s consumer behaviours, dentsu X’s Rommy Yosef Pantouw looks at how brands can tap opportunities in the burgeoning mobile gaming market.

Article

Mindshare’s Haroon Qureshi shares his guide on what’s happening in the mobile gaming space and what marketers can do to achieve success in gaming marketing.

Article

BBH Asia Pacific’s Alasdair Gray explains why advertisers should connect with gamers to find out what gaming means to them and what their culture represents.

Article

Mobile gaming in Southeast Asia has experienced exponential growth since the start of the pandemic in early 2020 and InMobi’s Rishi Bedi explains how to do advertising right in mobile gaming.

Opinion

The mobile gaming scene in Southeast Asia is growing exponentially, thanks in large part to the ongoing COVID-19 pandemic and Singapore-headquartered game publisher Garena has a front row seat in one of the most active gaming regions in the world. Garena’s vice president, strategic partnerships Jason Ng speaks to WARC about the importance of localising engagement efforts with gamers and how brand partnerships with games are evolving.

Article

China’s DTC or direct-to-consumer brands are shapeless like water, says OMD China’s Mimi Lu, with fluid branding, a fluid omnichannel and fluid segmentation based on small data.

Article

阳狮集团董事总经理殷振华从历史上初创品牌的发展分析得出,当下中国新兴品牌蓬勃的现象并非个例,而是在营销学4P理论前提下的行业和商业发展的必然结果。深入了解4P大变局对于品牌如何成为最后的胜利者有非常重大的战略意义,新、老品牌都需要思考自己的品牌特点以及如何在大变局里找到适合自己的突破口。