Advertising best practice, evidence and insights

Case Study • Shubhrojyoti Roy, Anish Dasgupta, Sourav Ray, Sarthak Ranka, WARC Awards, Shortlisted, Effective Social Strategy, 2018

Condom brand Durex launched a celebrity-driven campaign to challenge cultural taboos in India.

WARC 100: Lessons from the world's top effectiveness campaigns 2018

Article • WARC 100, April 2018

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

The retail reality of Gen Z

Article • Matthew Carlton, Event Reports, YMS18, March 2018

Retailers attempting to keep up with the changing habits of shoppers face a new challenge in the shape of Gen Z, the first truly mobile-first generation.

How India's malls help launch brands

News • 17 April 2018

MUMBAI: India’s e-commerce businesses tend to grab the headlines but the digital world accounts for a fraction of retail sales and brands can still achieve successful outcomes in the real world by working closely with shopping malls.

The Vaseline Healing Project

Case Study • Jennifer Murray, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Retailers underestimate social advocacy

News • 16 April 2018

NEW YORK: When it comes to engaging consumers effectively, retailers are too focused on transactional metrics, such as convenience and price, and should recognise the importance of personalised experiences and social influencers.

Building customer centricity through data, culture, and transparency at Brand Alley

Article • Emily Barley, Event Reports, Internet Retailing Expo, March 2018

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

Asia's online shoppers expect more

News • 13 April 2018

SINGAPORE: Online shoppers in Asia are the least satisfied with all aspects of their shopping experience, compared to shoppers in other regions, according to new research.

Walgreens’ brand reinvention helps drive business transformation

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

Digital brand building: What fashion brands must know

Article • Low Lai Chow, WARC Exclusive, April, 2018

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

Your app needs a better strategy

News • 10 April 2018

SINGAPORE: As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.

Media Strategy Report 2018: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2018

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Local retailers, ecommerce owned Chinese New Year

News • 10 April 2018

BEIJING: The twelve weeks ending 23 rd February saw significant increases in FMCG spend in China, thanks to Chinese New Year, with local retail and e-commerce seeing the biggest year-on-year changes.

US retailers livestream to Chinese consumers

News • 09 April 2018

BEIJING/NEW YORK: A New York-based start-up has found an innovative niche by enabling US retailers to engage directly with young Chinese consumers via livestreamed shopping events.

Five ways to navigate the maze of metrics in the app economy

Article • Jaede Tan, WARC Exclusive, April 2018

As mobile devices and apps become an increasingly indispensable part of modern life, brands and app designers need to ensure they are measuring growth and success efficiently.

Will your transformation succeed?

Opinion • Paul Davies, April 2018

Successful marketing transformation projects follow eight key rules. Paul Davies, Managing Partner Asia Pacific at The Observatory International, says too many schemes are failing to do so.

How to build a Chinese brand internationally

Article • Doreen Wang, WARC Best Practice, April 2018

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

What's working in savoury snacks