Article
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Scott Manson, WARC Best Practice, February 2017
This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.
Article
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Joan Yong , WARC Best Practice, September 2020
Organisations have never had to deal with this scale of change management for customers, and marketers need to have proper frameworks in place.
News
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10 February 2021
Brands now value resilience in their agency partners more than simple functional competence, while agencies have noted how brands have become more willing to take risks, a new study finds.
Article
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Nick Liddell , WARC Best Practice, April, 2021
Looks at the Brand Funnel marketing framework.
News
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05 November 2020
The pandemic and lockdowns caught brands and businesses unprepared, but as the experience of Mastercard shows, a specific risk management function within marketing helped it respond more quickly and effectively to the situation as it developed around
Opinion
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Nicola Niesl, December 2020
In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.
Article
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Ebiquity, July 2020
Explores the important issues related to end-to-end management of influencer marketing activities.
Case Study
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IPA (UK), Bronze, IPA Effectiveness Awards, 2020
Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.
Opinion
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Caroline Schicketanz, November 2020
In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.
Article
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Darren Coleman, WARC Best Practice, August 2020
This article explains the important role brand plays in driving growth.
Article
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Stephen Whiteside, Research on WARC, April 2021
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.
News
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08 October 2019
Most senior marketers believe brand is crucial in driving buyer behaviour for prospects and a critical driver, too, for existing customers, a new survey shows.
News
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17 July 2019
In-house agencies promise many benefits for brands, including brand knowledge, cost efficiencies and agility, but a new study highlights how management finds it difficult to keep creative teams energized and worries about attracting top-tier creative
Article
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WARC Trends, November 2019
Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into industry trends affecting marketing plans in 2020.
Article
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Low Lai Chow, Event Reports, DigiCon Omni, October 2020
Seth Godin shares some insights on what marketers need to be prioritising amidst macro-changes.
Article
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Robin Seasock, ANA, Forward, July 2019
Outlines the four levels of an agency management program which delivers relevant insights to all stakeholders for swift, effective decision making.
Article
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Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021
During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.
Opinion
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Anna Hamill, February 2021
Raja Rajamannar, Chief Marketing Officer of Mastercard and author of the new book ‘Quantum Marketing’, speaks to WARC’s Anna Hamill about how technology can drive marketing forward, purpose and trust as key brand differentiators, and why risk management is a crucial marketing function.
Article
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Tarik Windle, WARC Exclusive, March 2020
What the phasing-out of third-part cookies means for media planning and consumer targeting.
News
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07 January 2021
Productivity is a quality typically ascribed to individuals, but that is a tiny minority of the measures an organisation can take to improve – a new paper argues that firms must focus on their systems.
Article
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Stephen Whiteside, WARC Exclusive, February 2021
This article summarizes six models of brand growth, all of which were featured in a series of webinars held by the Mobile Marketing Association (MMA).
Article
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Jean-Francois Damais; Gillian Drewett; Hazel Freeman; Chris Murphy; Steven Naert; and Adam Sheridan, Research on WARC, November, 2020
Our world presents more choices than ever before; this offers people the benefit of access to almost anything and presents consumers with all manner of choice.
News
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23 December 2020
As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity to focus and get the basics right, says Seth Godin.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2020
LinkedIn, a business social networking service, increased awareness in Brazil by launching research and a press event that revealed the true gender gap in leadership and management in the workplace in Mexico.
Article
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Nick Liddell, WARC Best Practice, November 2020
In 1996, Harvard Business School Professor Robert S Kaplan and consultant David P Norton literally wrote the book on Balanced Scorecards.
