Article
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J Walter Thompson Intelligence, Research on WARC, December, 2018
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
News
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07 December 2018
Shanghai has become the most expensive city for luxury living in Asia, according to a new study that also highlights the growing influence of women in the region’s luxury market, especially in China.
Article
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WARC Best Practice, December 2018
Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.
Opinion
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BrandIndex, December 2018
This month, Kay is the brand that achieved the biggest rise in its Ad Awareness, according to YouGov’s Brand Index.
Article
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Euromonitor Strategy Briefings, November 2018
Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
News
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20 November 2018
China’s No.2 e-commerce company is courting more top-end fashion brands with the concept of a seamless crossover between online, offline and virtual shopping.
Research Paper
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Alejandro Salgado-Montejo, Ana María Moreno, Rodrigo Salgado, Daniela Greiffenstein and Jorge Alvarado, ESOMAR, Fusion, 2018
Neurosketch, a market researcher, analysed how people in Columbia dress in order to predict how they will respond to different strategies, brands and products.
Research Paper
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Adrian Terron and Kavita Mahto, ESOMAR, Fusion, 2018
Tata Group, an Indian corporation, created an adaptable framework that focuses on re-engineering the customer centricity code to reimagine its customer focus in India.
Research Paper
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Sven Am and Julliette Margerand, ESOMAR, Fusion, 2018
Suze, the French alcoholic drink, rejuvenated its strategy to reach a younger and more mindful target in France, Switzerland, Germany and the US.
Article
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Katrin Roscher, WARC Best Practice, November 2018
Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
Article
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Kunal Sinha, Admap, November 2018
Provides personalisation success stories in India from brands such as Uber, Suzuki and Flipkart and explains what makes them work.
Case Study
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Kush Anand, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2018
Paytm, a digital wallet, used a gold investment programme to build the reputation of digital payments in India.
Case Study
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Sirish Chandrashekar, Amy Thomas, Mithun Prakash, WARC Prize for Asian Strategy, Entrant, 2018
Watch brand Titan Raga used a social media-led campaign linked to a new design partnership to reverse declining sales among young women in India.
Case Study
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Nidhi Sinha, Sanjay Sharma, WARC Prize for Asian Strategy, Entrant, 2018
The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.
Article
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Geoffrey Precourt, Event Reports, Advertising Week, October 2018
JPMorgan Chase, the financial-services provider, is taking a nuanced approach to driving success with its marketing.
Case Study
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Lars Samuelsen and Patrick Poulsen, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018
Fleggaard, a Danish supermarket chain convinced the Danish public to shop across the border in Germany by showing them the price difference between shopping in Fleggaard compared with other Danish supermarkets.
Case Study
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MMA Smarties, Bronze, North America, 2018
Forevermark, a luxury diamond brand, was able to drive consideration of its new product launch, The Forevermark Tribute™ Collection, and drive local jeweler discovery.
Article
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Xiaotong Jin, Wei Xu and Yan Wang, International Journal of Market Research, Vol. 60, No. 5, 2018, pp. 531-546
This research aims to examine how power states and others' statuses interact to influence status consumption.
News
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28 September 2018
The luxury resale market is becoming bigger across Asia, with anecdotal evidence suggesting it is set to grow rapidly in China.
News
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13 September 2018
BEIJING: WeChat is a fundamental channel through which to reach Chinese consumers around the world and in real time, but some of the most luxurious global brands are yet to figure out a firm strategy.
Case Study
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Arjun Paul Vedanayagam, WARC Prize for Asian Strategy, Bronze, 2018
Telecoms company Vodafone India grew subscribers and revenue with a top-up product that protected women's phone numbers and privacy.
Case Study
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Gino Borromeo, Adrian Quintana, Miguel De Leon, Sonia Pascual, WARC Prize for Asian Strategy, Shortlisted, 2018
Filipino fast food brand Jollibee increased sales around Valentine's Day with a campaign for the broken-hearted.
Article
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Kim Mackenzie and Sharon Panelo, WARC Exclusive, August 2018
Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.
Article
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Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018
Cheetos, a cheese-flavored snack owned by Frito-Lay, has driven consumer attention and engagement by turning to its online fans for inspiration.
Article
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Stephen Whiteside, Event Reports, CommerceNext, July 2018
QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.
