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News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...

News

NEW YORK/TORONTO: Constellation Brands, the third largest brewer in the US, has taken a major step into the rapidly growing cannabis market by investing $4bn (C$5bn) in Canopy Growth, a Canadian supplier of medicinal cannabis products based in ...

Article

Story-driven marketing content is being used to drive sales and to help businesses stand out in a crowded marketplace.

Research Paper

Looks into some of the most influential personalities in the Philippine social media and examines their Fan Activity Maps – a web of connections that shows all the other fan pages that share the same active fans of any given brand or influencer page.

Article

Explains the key factors for any successful data-led creative execution and why data alone cannot drive outcomes.

Research Paper

Corona, a beer brand, used insights from market research company de la Riva in Mexico to understand what consumers were looking for.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Case Study

Arterra Wines Canada, the wine producer, launched its new Bù wine product by partnering with a renowned sommelier.

Opinion

Customer experience (CX) is set to be one of this year’s dominant business trends. But what does it mean and how can you do it? WARC heard John Sills, an expert on creating compelling experiences, explain why it’s so much more than a digital trend.

Article

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

Explains how social media can be used effectively to support experiential executions and provides six key tips that marketers need to employ to see results.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

Article

This paper discusses how best to manage agencies from a client's point of view; including an overview of relationship models, and recommendations on effectively managing outsourced communications.

Article

This Company Profile from Euromonitor provides key details and analysis of Constellation Brands Inc, the owner of brands such as Almaden, Inglenook and Sazerac.

Article

This article examines the future of the web and the way in which it is being pulled in two very different directions, and how marketers should respond to this.

Research Paper

This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.

News

NEW YORK: Cannabis is illegal under US federal law but legal in eight states following votes last week, raising the possibility that brands may be tempted to enter this fast-growing market.

Article

This Company Profile from Euromonitor provides key details and analysis of E & J Gallo Winery. Included is a strategic evaluation with key facts about the U.S.