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Article

Global strategies, campaign updates and trends in the insurance category.

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Article

Walmart, the retailer, has reorganized its marketing group to create compelling, relevant content for different audiences using what it describes as a "lifecycle" approach.

Opinion

Claudia Willvonseder is the CMO at IKEA Group and is the chair of the Effective Use of Brand Purpose category at the 2018 WARC Awards.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

News

GLOBAL: Executives from IKEA, Unilever and Ford Motor Company are among the judging panel being named today for the Effective Use of Brand Purpose category in the 2018 WARC Awards, a global search for next-generation marketing effectiveness.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, developed the Customer Voice program to shape the evolution of its customer strategy.

Opinion

A judge on the inaugural panel for Best Use of Brand Purpose at the 2017 WARC Awards, Laurence Green writes that brand purpose is alive and well and "busy restoring the broken link between business and society." Self-congratulatory as marketing awards may appear at their prize-giving jamborees, the judging that precedes the jolly is typically conducted with due earnestness.

Article

BMW changed the culture of its retail outlets by reframing the relationship between customer and sales person away from a confrontation and negotiation.

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

News

LONDON: Online retailer Very grew steadily over its first five years, but it was a shift in perspective in 2015 that accelerated its expansion to become a £1.2bn business.

Article

In just seven years online retailer Very has become a significant business and the driver of growth for owner Shop Direct.

Case Study

Itau, a Brazilian bank, created the 'replace your call with a click' campaign to encourage customers to solve their most common questions online.

Case Study

SAP, a European multinational software corporation, launched the Business Beyond Bias campaign globally in 2016, to show that diversity and inclusion are imperative in business.

Research Paper

This paper explains how Fitness First, a global gym group, used big data analysis to turn raw data into a tangible asset for the business.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Opinion

B2B marketing has existed in a tradition for a long time, but now the same impact that technology is having on the expectations of consumers is also affecting business buyers, argues POSSIBLE’s Thomas Stelter.

News

SAN MATEO, CA: Brands are not maximising their engagement with consumers as they fail to keep pace with expectations regarding personalization and value, a new study suggests.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This event report addresses how Grant Thornton, the audit, tax and advisory firm, is using advertising to challenge the “Big Four” in this industry.

Case Study

Beverage and brewing company AB InBev avoided closure of its factories in India and saved 200 jobs by introducing a successful employee communications programme.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.