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GSK prepares for ‘practical phase’ of post-cookie ID testing

Article • Alex Brownsell, Event Reports, Programmatic Pioneers Summit, 2021

An overview of GSK’s preparations for Google’s deprecation of third-party cookies.

Google and Facebook offer very different visions for the future of privacy and personalisation

Opinion • Alex Brownsell, May 2021

Divergence in how digital media giants define privacy may cause headaches for marketers, writes Alex Brownsell.

How Sanofi took control of its global digital operation

Article • Sam Peña-Taylor, Event Reports, Advertising Week Europe, May 2021

Sanofi Consumer Healthcare in-housed its global digital operation to find efficiencies and prepare for a more privacy-conscious world.

How to ensure frictionless customer data capture to boost business and keep customers happy

Article • Leigh Gammons, WARC Best Practice, May, 2021

A five-step guide for how brands with legacy infrastructure can digitise customer onboarding.

Beauty, e-commerce and optimism in Indonesia

Article • Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021

L’Oréal’s Umesh Phadke says the e-commerce landscape in Indonesia is a thriving space with the great amount of innovation resulting in an “absolutely fantastic” consumer experience.

Leveling up consumer privacy practices in APAC

Article • Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021

Companies, in general, recognise the importance of consumer data privacy, according to a study – The Price of Privacy on APAC’s Advertising Ecosystem 2021– but most have yet to realise that privacy can be a competitive advantage.

Adtech + martech: Enriching the customer experience

Article • Gabey Goh, WARC Exclusive, May 2021

The convergence of adtech and martech can better tailor the customer experience to the individual – WARC’s Gabey Goh speaks to Oracle and Wunderman Thompson about how much of this is evident in APAC marketing.

Digital Divide - The discord between marketers' actions and consumers' behaviors

Article • Upland BlueVenn, Research on WARC, May, 2021

Poor data quality, a lack of skills and knowledge, and a lack of data and tech are barriers preventing marketers from fully personalising marketing messages to an individual.

Nestlé explores identity options for the post-cookie marketing landscape

Article • Alex Brownsell, Event Reports, Advertising Week Europe, May 2021

Food and confectionery giant Nestlé is preparing for the deprecation of third-party cookies.

APAC’s wasted adspend: How to tackle it the Rakuten way

Opinion • Stuart McLennan, May 2021

As brands recover from the effects of the COVID-19 pandemic, Rakuten’s Stuart McLennan says they must find new ways to overcome the effects of tightened ad budgets by reducing wasted spend. Advertisers can maximise impact by seeing audiences as more than just a series of data points and work to understand the mindset, mood and situation they are experiencing, otherwise known as a “Moment”.

Emerging consumer behaviours reshape retention in Asia

Article • Greg Paull, WARC Exclusive, May 2021

Across Asia, fast changing consumer behaviours – such as e-wallets and a focus on convenience – are forcing brands to rethink customer retention strategies.

Power global efficiency and flexibility through multilocal workstreams

Article • Mena Nadaraja and Tyler Pietz, WARC Exclusive, April 2021

Multilocal marketing brings together local autonomy and global, tech-powered production efficiencies to enable global brands to reach local audiences with greater relevance and velocity – MediaMonks’s Mena Nadaraja and MightyHive’s Tyler Pietz outline the ways to execute a multilocal workstream.

Why data co-ops may be a path forward for identity solutions

Opinion • Matt Frattaroli, April 2021

Joining a data cooperative can give brands the opportunity to connect their first-party data to a collaborative environment and provide them with access to complementary second-party data and analytics, according to Matt Frattaroli from Alliant, a data-driven audience company.

Publishers look to the future of post-cookie identity

Article • Sam Peña-Taylor, Event Reports, VideoWeek's Future of Identity, March 2021

Explores some of the options for post-cookie ad targeting and how publisher groups like the Ozone Project and adtech organisation’s like WarnerMedia’s Xandr are looking to the future.

After 2020: What’s next for India’s e-commerce scene?

Article • Kartik Iyer , WARC Exclusive, Spotlight India, April 2021

As e-commerce in India continues to evolve and develop, Publicis Commerce’s Kartik Iyer looks at what marketers need to focus their time and attention on.

India’s e-commerce surge: Fulfilling consumer needs with human experiences

Article • Oindrila Roy, WARC Exclusive, Spotlight India, April 2021

Oindrila Roy of Essence says brands should not lose sight of the human connection as e-commerce features and functionalities continue to open up more opportunities for marketers.

Five tips from HBO Max to help digital services retain customers

Article • Genevieve Silk, Event Reports, CIMM Summit, February 2021

HBO Max, the streaming service, is employing a range of mechanisms beyond compelling content to help attract and retain customers.

Media in-housing is back

Opinion • Suzie Rafla, April 2021

In-housing returns but this time it’s driven by advertisers’ need to take greater control of data – Suzie Rafla, Head of Digital at ID Comms, explains.

Commerce after COVID-19: How to future-proof your brand

Article • Michelle Watson, WARC Exclusive, April, 2021

Advises brands on how to blend in-store and digital commerce experiences to suit post-pandemic consumer needs.

Media strategy through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for media excellence in 2020.

McKinsey report – DTC e-commerce: How consumer brands can get it right

Article • McKinsey & Company, Research on WARC, March, 2021

This report explores how consumer brands can enter the direct-to-consumer (DTC) space.

What we know about addressable TV

Article • WARC Best Practice, March 2021

This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.

Recommendations for commingling set-top box data and Smart TV ACR Data

Article • Jane Clarke, Howard Shimmel, and Gerard Broussard, WARC Exclusive, Spotlight US, March 2021

Examines best practices for integrating data in the US from both set-top boxes (STBs) and Smart TVs, based on a study of providers.

The three tiers of first-party data strength and what they mean for brand’s identity strategies

Article • John Nardone, WARC Exclusive, Spotlight US, March 2021

Looks at brands’ identity strategies, and how to prepare for a cookie-less future, given the current state of each brand’s first-party data.

Predicting the unpredictable

Opinion • Anthony Scriffignano, March 2021

Politicians and business people like to say they’re led by the data, but what happens when things are changing faster than data can be collected ? Anthony Scriffignano has some advice.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.