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News

Legacy brands may struggle to compete with direct-to-consumer rivals unless they consider making acquisitions in this space, according to Terry Kawaja, founder/chief executive of LUMA Partners, a New York-based investment bank.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Opinion

In December 2017, we wrote about what would happen in the next twelve months. WARC’s Head of Content, David Tiltman, looks at how we did ahead of our predictions for 2019.

News

The pursuit of e-commerce via social media increases, with both Pinterest and Instagram having recently taken steps to make shopping easier.

Article

This report examines current and future trends in the global video industry, including a decline in linear TV ratings (especially among younger audiences) and increasing data application to linear television.

Case Study

Sports broadcaster Eurosport used targeted digital and social ads to increase subscribers across Europe during the 2018 Winter Olympics.

Case Study

PEARL iZUMi, the premium cycling apparel and footwear company, created a multi-channel digital strategy that increased e-commerce sales and drove new customers to the brand's e-commerce platform.

Article

Legacy brands face a major challenge in adapting to the rise of direct-to-consumer (DTC) companies across a wide range of industries.

News

The most successful CPG brands operating in China have adjusted their operations to take account of increased consumer spending power and the growth of omnichannel retail, according to consulting firm McKinsey.

Case Study

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

News

The CMO Growth Council, a group formed by the Association of National Advertisers (ANA) and Cannes Lions, is seeking to help marketing become what Marc Pritchard, Procter & Gamble’s chief brand officer, calls a "complete, integrated ...

Article

The Association of National Advertisers (ANA) and Cannes Lions have joined forces to help marketers tackle some of the most pressing challenges facing the industry.

Article

Marketers can use a simple ABCDE framework in Asian markets to make their data-driven marketing initiative more effective.

Article

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.

Research Paper

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.

News

Procter & Gamble, the consumer goods firm, is seeking to improve its programmatic campaigns by asking retailers to share their customer data so that it can target ads more effectively.

Article

Discusses the importance of subscriptions in a time of declining print revenues through digital advertising sales and explores how best to tackle them in order to better engage consumers.

News

Pharmaceutical advertising in the United States will undergo massive reform if a new regulation endorsed by the Trump administration works its way into formal policy.

News

Harry’s Grooming, the US-based DTC shaving brand, has made inroads into the UK market by addressing issues around British masculinity in the 21st century.

Article

Harry’s Grooming is one of a new breed of DTC brands that have disrupted the men’s grooming category in the US, but its expansion into the UK required a different marketing approach.

News

The TV market in the US is changing fast, as growing numbers of consumers cut the cord with traditional providers and as the space is filled by both insurgent mobile internet companies and major media companies that are pivoting to streamed video.

Case Study

Houlihan's, a restaurant chain, used consumer data to provide targeted communications, which increased sales in the US.

Article

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

Case Study

Colgate, a brand of oral hygiene products, released an AI-connected electronic toothbrush in North America to engage consumers who like to be connected and gain a greater understanding of oral hygiene habits.