Article
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Gabey Goh, WARC Exclusive, April 2021
Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.
Article
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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.
Article
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Andreas Moellmann, WARC Exclusive, March, 2021
By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.
Article
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Taranjeet Singh, WARC Exclusive, March, 2021
Criteo’s Taranjeet Singh says the pandemic introduced convenience to consumers through online shopping and they are now used to having faster and better services and having products delivered to them.
Article
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Paul Porter and Oliver Feldwick, WARC Best Practice, March 2021
DCO should live up to its name – as a dynamic and creative way to make the most of data to deliver optimal creativity for brands.
Article
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WARC Category Intelligence, March 2021
Global strategies, campaign updates and trends in data-driven marketing.
Opinion
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Amelia Ward, March 2021
PHD’s Amelia Ward reflects on award-winning media campaigns from Singapore Airlines, Direct Line Group and O2.
Opinion
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Sam Knowles, March 2021
Smarter use of data is rapidly transforming DOOH into a highly targeted, personalised medium for a growing number of brands.
Opinion
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Aarti Bharadwaj, March 2021
Data-derived signals regarding states and traits increasingly form the basis of how marketers strategise, execute and optimise campaigns, writes Aarti Bharadwaj.
News
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11 February 2021
Access to data – particularly first-party data – is a major advantage for established B2B players, but according to a survey of B2B marketers by McKinsey, this asset is under-utilized.
News
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10 February 2021
Support from the top, the freedom to take decisions and training investment are key factors in determining whether marketers can effect real organisational change and become “future fit”, according to new research from the World Federation of Adverti
Article
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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.
Article
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WARC Exclusive, February 2021
Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.
Opinion
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Chiara Manco, January 2021
WARC’s Chiara Manco looks at 2020 WARC Media Awards winners that have used data to inform innovative out-of-home strategies.
Article
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Christopher Karpenko, ANA, Forward, December 2020
Coordinating physical and digital marketing has proven extremely effective for many B2C brands; however, accurately tracking and measuring the success of these campaigns can be challenging.
News
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21 December 2020
Specsavers, the British optician and audiologist increased sales by using first-party data yielded from its online appointment-booking tool to prompt patients overdue for an eye test, reducing empty appointment slots and growing sales.
Article
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Low Lai Chow, Event Reports, Digital Marketing World Forum Asia, August 2020
Moving Walls’ Srikanth Ramachandran argues that OOH is poised to play a central role in amplifying marketing in a digital-centric world.
Research Paper
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Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020
FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.
Opinion
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Brian Wieser, December 2020
Brian Wieser, GroupM’s Global President of Business Intelligence, talks to WARC’s Alex Brownsell about the rise of Netflix, the fall of Quibi and the prospect of Facebook or Google being broken up.
Opinion
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Guy Hanson, December 2020
Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.
Article
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WARC Best Practice, November 2020
Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
News
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25 November 2020
During a year when locked-down consumers have turned to both direct-to-consumer brands and streaming services, it makes sense that these are working more closely together.
Article
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McKinsey & Company, Research on WARC, November, 2020
Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
