Data
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Zoe McCready, WARC Data, February 2021
This article summarises the results of the Global Marketing Index for February 2021, when the index for staffing levels came back into growth for the first time since February 2020.
Article
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WARC Best Practice, February 2021
Examines how brands can build awareness and increase equity through effective sponsorship.
Article
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WARC Best Practice, February 2021
Considers the current thinking and reading on the subject of newspaper audiences, an evolving and complicated demographic that must now be measured across the channels on which news is read.
Data
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Rob Clapp, WARC Data Points, February 2021
An overview of growth in subscription video-on-demand services in Great Britain.
Data
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Rob Clapp, WARC Data Points, February 2021
An overview of podcast audiences and their response to advertising in the United States.
Data
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Rob Clapp, WARC Data Points, February 2021
An overview of gaming audiences in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.
Opinion
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Mary Winter, February 2021
The brands that won the hearts of consumers in 2020 were the ones that stepped up, even when they didn’t have to. Those that didn’t are now lagging behind but it’s not too late to make a difference, writes Mary Winter.
Opinion
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Dhiren Amin, February 2021
Dhiren Amin is Heinz Kraft’s CMO Asia and will chair the Instant Impact Jury at this year’s WARC Awards for Effectiveness . Here, he offers entrants advice on what to include in their papers.
Opinion
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Tati Lindenberg, February 2021
Tati Lindenberg, Vice-President of Marketing for Dirt Is Good (Persil, OMO), Unilever, is chairing the Brand Purpose category in this year’s WARC Awards for Effectiveness . Here, she talks about clear KPIs, Disney’s Christmas film and why brands need to drive action.
Opinion
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Biprorshee Das, February 2021
A brand championing a cause is not a novel phenomenon. But as consumers become more vocal about environmental, political and social causes, there is pressure on brands to speak up too. While many worldwide are answering that call, most Indian brands have stayed silent. In this India Spotlight series, WARC India Editor Biprorshee Das asks if it is time for Indian marketers to be bolder.
Data
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Rob Clapp, WARC Data Points, February 2021
An overview of growth in mobile gaming advertising revenue in 2019 and 2020.
Opinion
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Kunal Sinha, February 2021
Encouraging user-generated content allows brands in India to engage and identify their fans by inviting participation, while potentially creating priceless memes that go viral, writes Kunal Sinha.
Opinion
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Gon Woo Yang, February 2021
With subscription marketing, live commerce and tech marketing emerging as the dominant forces shaping the future, marketers should transform their business methods and product design to face a new wave of disruption writes Gon Woo Yang, executive account director, head of Planning2 Division, TBWA\.
Opinion
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Gabey Goh, February 2021
Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.
Article
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Euromonitor Advertiser Profiles, February 2021
This Company Profile from Euromonitor provides key details and analysis of Accorhotels.
Article
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Euromonitor Advertiser Profiles, February 2021
This Company Profile from Euromonitor provides key details and analysis of Kellogg Co, the owner of brands such as Keebler, Nutri-Grain, Special K, Corn Flakes and Coco Pops.
Article
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Euromonitor Strategy Briefings, February 2021
Provides a regional overview of financial cards and payments in Asia Pacific, offering an analysis of leading companies and brands, country snapshots and predictions for the future of the category.
Opinion
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Hansang Cho, February 2021
Covid-19 has effected seismic changes in consumer behaviour. Hansang Cho, head of Beta Institute, Cheil Worldwide, says marketers must place strategy that demands social discussion and interaction in the centre of this year’s marketing strategy.
Opinion
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Chase Buckle, February 2021
The trend has been accelerated by COVID-19, with more Indian consumers expecting brands to communicate with them and to help them during this pandemic. Brand purpose can also be a competitive differentiator amid the spike in online shopping
Article
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Ajeeta Bharadwaj , WARC Exclusive, Spotlight India, February 2021
Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.
Opinion
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WARC, 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
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WARC, 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.
Article
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Suraja Kishore , WARC Exclusive, Spotlight India, February 2021
BBDO’s Suraja Kishore introduces Brand Activism 101, a strategic framework that marketers in India can follow if they want to champion an issue.
Data
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Rob Clapp, WARC Data Points, February 2021
An overview of the significance of different short-term factors in driving return on investment across 11 categories.
Opinion
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Gabey Goh, February 2021
For most brands and marketers across the world, 2020 was nothing if not tumultuous. But Miseon Stella Park, senior brand manager, mints, Asia – Mars still sees South Korea’s economy faring better than others. In a chat with WARC’s Gabey Goh for the Marketer’s Toolkit 2021, Park talks about how important e-commerce and creative marketing are in keeping her products at the top of the consumer’s mind in the new normal.
