Opinion
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Chiara Manco, April 2021
As the WARC Awards for Asian Strategy enter their 11th year, Chiara Manco looks at how strategy can future-proof businesses, growing brands and inspiring the industry.
Article
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Remona Duquesne, WARC Exclusive, April 2021
Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.
Article
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Stephen Whiteside, Research on WARC, April 2021
Characters, logos and typography are the brand assets with the strongest potential for “unique ownership”, according to a study in the Journal of Brand Management.
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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Sam Peña-Taylor, Event Reports, Festival of Marketing, March 2021
KFC, the global chicken-focused fast food brand, reversed a drop in sales and footfall in the UK thanks to diagnostic insight work that resulted in a five-year turnaround plan.
Data
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Rob Clapp, WARC Data Points, March 2021
An overview of consumer engagement with sonic and audio brand identity in Great Britain.
Case Study
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WARC Cases, 2020
Coca-Cola, a beverage brand, integrated its brand values in local culture to boost brand preference in Taiwan and convert it into actual sales with its City Pack campaign.
Article
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Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021
Brands planning to lead with creative marketing should note two trends, says Kantar’s regional head of creative Irene Joshy.
Article
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Research on WARC, March 2021
Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.
Article
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WARC Strategy Toolkit, March 2021
This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
Research Paper
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Daniela Andreini, Marc Fetscherin, and Lia Zarantonello, Journal of Advertising Research, Vol. 61, No. 1, 2021, pp. 110-126
This article conceptualizes chief executive officer (CEO) brand image as a multidimensional construct consisting of three main dimensions – personality, performance, and leadership – and develops a reliable and valid 9-item scale to capture these dimensions.
Case Study
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SABRE Awards, IN2, North America, Best in Identity Branding, 2021
Lallemand Animal Nutrition, a company that produces microbial strains for animal nutrition, created a unifying brand image, with a focus on performance.
Case Study
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SABRE Awards, IN2, North America, Best in Crowdsourcing & Co-creating, 2021
Lay's, a brand of potato chips, sought to give the USA something to smile about during the COVID-19 pandemic when smiles were hard to come by.
Opinion
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Peilin Phua and Nicole Hartnett, February 2021
2020's IPA Effectiveness winners show how to make distinctive assets work harder, write Peilin Phua and Nicole Hartnett from The Ehrenberg-Bass Institute.
Article
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Dr Boon Chong Lim and Jeremy Sim, WARC Exclusive, February, 2021
Nanyang Technological University’s Dr Boon Chong Lim and Prototyping Lab Aufhaven’s Jeremy Sim examine how alternative proteins, considered the next wave of food innovation, can be successfully marketed.
Article
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BMB, Research on WARC, February, 2021
Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?
News
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05 February 2021
Sports fans categorise brands as having different “personalities”, and understanding these perceptions can help marketers enhance their sponsorship strategies, according to a study published in the Journal of Advertising Research (JAR) .
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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Stephen Whiteside, WARC Exclusive, February, 2021
Seventy-five percent of TV ads in the business-to-business (B2B) category fail to deliver growth, according to a study by The B2B Institute, a think tank supported by LinkedIn, business-orientated social network, and System1, the research firm.
Opinion
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Mike Teasdale, January 2021
Corona’s 2020 experience is proof that brands are astonishingly resilient, and you must work damn hard to damage one when it is built properly - Mike Teasdale explores what’s happening under the surface.
Article
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Alison Tiling , WARC Exclusive, Spotlight Australia, January 2021
VMLY&R’s Alison Tiling makes the care for incorporating the imperfect and unique in digital brand experiences to remain memorable with consumers.
Case Study
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MMA Smarties, Silver, Indonesia, 2020
Indomie, an instant noodle brand, launched its #IDontMudik campaign during the Indonesian festival Lebaran to address the fact that many Indonesians were unable to partake in the tradition of 'mudik' (returning to one's hometown) due to COVID-19.
Case Study
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DMA (UK), Bronze, 2020
Circumstance Distillery, a distillery in the UK, used artificial intelligence (AI) to make decisions on a new combination of botanicals, name and design for a new spirit product.
News
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19 January 2021
Investors in advertising giant Omnicom and the home improvement retailer Home Depot are calling for investigations into whether the companies may have paid for digital ads that appeared alongside hate speech and misinformation.
News
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12 January 2021
General Motors is leveraging its corporate brand – complete with a new “Everybody In” campaign and redesigned logo – as the automaker ramps up its focus on electric vehicles (EVs).
