Advertising best practice, evidence and insights

Article • WARC Best Practice, May 2019

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

Thai brands need to rediscover authenticity

News • 04/09/2020

Thai travel and hospitality brands have been adept at catering to foreign tourists, but with international traveller numbers plummeting this year they need to redesign their brand experience to meet the needs of domestic tourists.

Brands need a serious readjustment to truly connect with Thai consumers

Article • Ekaluck Charanvas, Ponghatai Sreesing, Hari Ramanathan, Kunakorn Sansuk, WARC Exclusive, Spotlight Thailand, September 2020

With international travel still up in the air, brands in Thailand should use this pandemic-driven reset to refresh their approach to the domestic market.

Winning through brand-driven growth

Article • Darren Coleman, WARC Best Practice, August 2020

This article explains the important role brand plays in driving growth.

Relative relevance: How brands can re-connect as consumers adapt to a post-COVID world

Article • Jacob Harbord, Christine Tan, Clement Law and Angel Manzano, WARC Exclusive, August 2020

There is no doubt that measures to contain the spread of COVID-19 will have a lasting impact on everyone and knowing how people are adapting and coping will be key for brands moving forward.

Back to basics: Ten marketing principles to pivot to the long-term

Article • Lee Roth, WARC Best Practice, July 2020

It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.

Recession-proofing brands across all time horizons — the short, mid and long term

Article • WARC Exclusive, May 2020

Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy, outlines how brands can recession-proof their brands by working through three phases.

It takes an ecosystem for ‘Made in India’ to win over Indian consumers and go global

Article • Dheeraj Sinha, WARC Exclusive, July 2020

Leo Burnett’s Dheeraj Sinha argues that being vocal for local be taken as an opportunity to raise up the Indian ecosystem and build world-class brands.

How Real Madrid is pivoting to a new football reality

News • 02/06/2020

As clubs in Europe’s many leagues look toward a return, titans like Real Madrid are adapting to the sport’s socially-distanced next step, making its own changes and observing where fans are leading.

What a galactico does at home: Real Madrid looks to its transformed future

Article • Sam Peña-Taylor, WARC Exclusive, May 2020

Real Madrid has, like many other football clubs, seen its on-field operations stopped and replaced with digital work – this piece explores what it did and where it plans to go.

WARC Talks 360: Surviving and thriving in the recession and beyond

Article • Remona Duquesne and Joe Pullos, WARC Webinars, May 2020

Remona Duquesne and Joe Pullos share the tools, frameworks and learnings to give you the confidence to not only survive but thrive in the current recession.

Three tips for marketing in recession

Opinion • Jenn Szekely, May 2020

The current health crisis will be followed by an economic one, and companies need to be sure their strategy is suitable.

Spending less, living well: How consumers are redefining a good life

Article • Anna Shin, WARC Exclusive, May 2020

R/GA Singapore’s Anna Shin maps out how the consumer definition of happiness and satisfaction has changed thanks to COVID-19, and how brands need to adapt to thrive.

Advertising during the COVID-19 recession

Article • Gerard J. Tellis, WARC Exclusive, May 2020

When faced with a recession, most firms cut back on advertising alongside cutting other costs, yet there is a body of evidence that suggests a positive impact for companies that keep advertising during a recession.

The social-emotional drivers to purchase decisions in COVID-19

News • 06/05/2020

Brands can create more effective advertising by understanding the motivations behind people’s purchase decisions and how they have changed under COVID-19, according to exclusive new research from Decode.

Beyond the obvious: How to make your brand more relevant during COVID-19

Article • Phil Barden and Dr. Nick Carnagey, Research on WARC, April 2020

Explores new research into the changes in consumer motivations during the Covid-19 crisis, as opposed to before.

In this crisis, will we spot and seize the opportunity to change?

Opinion • Christian Polman, April 2020

In the face of the global pandemic, it might seem trivial to focus on marketing, but the world will prevail against coronavirus, and while it is clear that we won’t revert to how we were before, a new, new normal will emerge, says Ebiquity's Christian Polman.

MENA’s anatomy of effectiveness: Regional perspectives on key industry thinking

Article • WARC Exclusive, April 2020

A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.

Political movements in an election year – and what it means for brands

Article • Amanda Ginzburg, WARC Exclusive, April 2020

In a charged political environment, brand involvement can be fraught with risk, but there are meaningful ways brands can be involved.

The new playbook for effective brand experience

Article • Nikki Mendonça, WARC Exclusive, April 2020

For brands looking to drive increased effectiveness of their marketing activities, it’s vital to understand the new rules of brand experience.

Understanding Gen Z’s relationship with booze

News • 13/04/2020

Gen Z consumers – and Gen Alpha after them – are less likely to drink alcohol than previous generations, forcing an evolution in the alcoholic beverages category for both product development and marketing approach.

Brands in a time of crisis: An interview with Oliver Feldwick

Opinion • David Tiltman, April 2020

As part of WARC's special series on Marketing in the COVID-19 crisis, David Tiltman, VP Content at WARC, interviews Oliver Feldwick, Global Head of Innovation, The&Partnership, to discuss how brands can respond to the threat of recession and start to prepare for post-COVID-19 times.

Evolving the alcoholic beverages category: Marketing to engage Gen Z

Article • Vicky Bullen, WARC Exclusive, April 2020

Gen Z drinking habits are changing, and brands need to wise up to the ‘why’ and shift their strategies.

Brands in a time of crisis: Finding your role during unusual times

Article • Oliver Feldwick, WARC Exclusive, March 2020

Looks at how brands can and should help in times of crisis.

Brands may need new positioning in response to COVID-19

News • 23/03/2020

Brands may need to shift their positioning in response to the COVID-19 pandemic, as consumer attitudes and preferences evolve in line with the changing situation.

Brand positioning