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After the riot: How brands can respond to an ever-changing US political climate

Article • Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021

Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.

US consumers voted for stability over disruption, and that has implications for brands

Article • J. Walker Smith, WARC Exclusive, Spotlight US, January 2021

Despite polarization, people in the US voted against disruption in the recent presidential election.

Renowned political strategist Mark Penn on why the US is actually moderate

Opinion • Cathy Taylor, January 2021

As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.

Signals 2021

Article • OMD, Research on WARC, January, 2021

An overview of the key consumer signals to help plan for the year ahead, following the unprecedented and transformational events of 2020.

Don't sweat the new normal

News • 23 December 2020

As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity to focus and get the basics right, says Seth Godin.

Marketers need to ignore macro trends and stay focused

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

Seth Godin shares some insights on what marketers need to be prioritising amidst macro-changes.

Style over substance: How to avoid the biggest brand purpose pitfall in 2021

Article • Jane Asscher, WARC Exclusive, December 2020

Brand purpose has been a hot, and much debated, topic in marketing for several years and the COVID-19 pandemic has forced businesses to properly address their purpose.

Turn on, tune in, drop put (then turn on again): BT TV and the power of flexibility

Research Paper • MRS Awards Papers, Winner, MRS Award for Applications of Research, 2020

BT, a multinational telecommunications company, grew its acquisition by 11% and attracted younger consumers by reinvigorating and relaunching its TV proposition in the UK.

The brands strategy toolkit: Jobs To Be Done