Opinion
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Ete Davies, April 2021
Even though right now booking a holiday abroad could land you with a £5000 fine, travel brands are readying themselves for the prospect of resumption of service in the not too distant future.
Article
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WARC Best Practice, April 2021
A summary of new thinking and best practice on rethinking B2B marketing.
Data
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Marte Aune, WARC Data Points (GlobalWebIndex), April 2021
An overview of online sources used by Southeast Asian consumers to learn more about brands and products.
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.
Opinion
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Chrissie Hanson, April 2021
The pandemic has continually put partnerships under immense pressure, where only the most meaningful survive. 2020 was a year where agencies had to demonstrate the ability to pivot with startup-like agility to support clients’ response to the triple crises of public health, socio-economic, and ecological challenges.
Opinion
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Gabey Goh, March 2021
Marketing partnerships have long been an important marketing strategy for brands and businesses to drive revenue, expand their customer bases and meet and exceed future growth goals. In this edition of Spotlight Southeast Asia, WARC Asia Editor Gabey Goh looks at how COVID-19 has changed the playing field and takes a deep dive into what’s possible with partnerships that wasn’t before.
Opinion
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WARC, March 2021
Since its launch in 2014, rewards and discovery platform ShopBack has been steadily building out its partnership network as part of its goal to help shoppers in Southeast Asia “shop smarter”. Chief Commercial Officer Candice Ong speaks to WARC about effective partnerships and growth ambitions.
Opinion
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WARC, March 2021
Derek Tan, Chief Brand Officer, Carsome, tells WARC how the online used car trading platform has collaborated with partners from various industries to not only introduce innovation and convenience to its customers but also enhance its dealers’ user experience with the brand and most importantly, grow the brand.
Article
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Siyoree Thaitrakulpanich, WARC Exclusive, Spotlight SEA, April 2021
Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.
Article
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WARC Exclusive, Spotlight SEA, April 2021
Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI and covering brand discovery, touching on brand interactions and brand research, and potentially feeding into strategies for brand partnerships.
Article
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Maita Consulta, WARC Exclusive, Spotlight SEA, April 2021
Mediabrands Philippines’ Maita Consulta shares how to approach issues of brand awareness, engagement and transactions with customers on their radically mutating consumer journey in the Philippines.
Article
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Junk Desk, WARC Exclusive, Spotlight SEA, April 2021
The pandemic has transformed our beliefs and knowledge systems and TSLA’s Cultural research desk says brands need to leverage changing worldviews and behaviours in a lasting way, with partnerships able to trigger or tap into these greater shifts.
Article
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Nguyễn Thuỵ Anh (Mic) , WARC Exclusive, Spotlight SEA, April 2021
During a crisis such as the COVID-19 pandemic, ad agency Climax Creatology’s Nguyễn Thuỵ Anh aka Mic says partnership decisions must be challenged and scrutinised for flexibility and worthiness.
Article
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Imperia Oktabrinda, WARC Exclusive, Spotlight SEA, April 2021
It is natural for Indonesian institutions and corporations to collaborate and create alliances because of common traditional values, says McCann’s Imperia Oktabrinda.
Article
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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.
Case Study
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WARC Cases, 2019
Tourism New Zealand, the New Zealand tourism board, launched a year-long, integrated global campaign Good Morning World.
Article
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Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020
Warner Bros., the entertainment company, built digital relevance for its iconic Looney Tunes animation property through a test-and-learn approach to engaging consumers.
Article
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Euromonitor , Research on WARC, March, 2021
As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.
Article
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Wavemaker, Research on WARC, February, 2021
Marketers should embrace diversity and inclusion, grow comfortable with imperfect measurement, and consider new types of partnerships to drive growth.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2021
Globe Telecom, a telco brand, improved brand perceptions in the Philippines with its inclusive, multi-sensory campaign A Star Wars Experience.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2021
Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2021
Nike, a sportswear brand, launched its new product Next%, the fastest running shoe yet, in China with a data-driven campaign that focused on creating mass belief in Nike's product superiority.
Case Study
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Tangrams Strategy & Effectiveness Awards, Gold, 2021
NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.
Case Study
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Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Konica Minolta, a technology company, increased sales of its Kunkun body device which detects odours generated by physical change (lifestyle odours) through a PR-led campaign in Japan.
Case Study
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Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Infant milk formula brand Super NAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.
