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Data

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

Examines how brands can build awareness and increase equity through effective sponsorship.

Article

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

An overview of growth in subscription video-on-demand services in Great Britain.

Data

An overview of podcast audiences and their response to advertising in the United States.

Data

An overview of gaming audiences in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam.

Opinion

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

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

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

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

An overview of growth in mobile gaming advertising revenue in 2019 and 2020.

Opinion

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

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

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

This Company Profile from Euromonitor provides key details and analysis of Accorhotels.

Article

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

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

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

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

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

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

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

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

An overview of the significance of different short-term factors in driving return on investment across 11 categories.

Opinion

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.