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.
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.
News
•
02 June 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.
Article
•
Sam Peña-Taylor, Event Reports, Sports Pro Media Digital Transformation Conference, 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.
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.
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.
Article
•
Anna Shin, WARC COVID-19 Series, 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.
Article
•
Gerard J. Tellis, WARC COVID-19 Series, 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.
News
•
06 May 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.
Article
•
Phil Barden and Dr. Nick Carnagey, WARC COVID-19 Series, April 2020
Explores new research into the changes in consumer motivations during the Covid-19 crisis, as opposed to before.
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.
Article
•
WARC Exclusive, April 2020
A special report looking at how WARC's global guidelines for marketing effectiveness apply in the MENA region.
Article
•
Amanda Ginzburg, WARC COVID-19 Series, April 2020
In a charged political environment, brand involvement can be fraught with risk, but there are meaningful ways brands can be involved.
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.
News
•
13 April 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.
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.
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.
Article
•
Oliver Feldwick, WARC COVID-19 Series, March 2020
Looks at how brands can and should help in times of crisis.
News
•
23 March 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.
Article
•
Geoffrey Precourt, WARC COVID-19 Series, ARF Coronavirus Virtual Town Hall, March 2020
Advertising budgets will come under pressure in many industries as a result of Coronavirus, raising the pressure on brand custodians to achieve the greatest possible efficiency.
News
•
19 March 2020
Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product.
Article
•
Sam Peña-Taylor, Event Reports, IIeX Europe, February 2020
Beiersdorf-owned Nivea creme needed to increase its appeal among younger audiences through a brand refresh and pre-tested the strategy’s written form to create a global position.
Article
•
Stephen Whiteside, Event Reports, Money 20/20, October 2019
Greenhouse by Wells Fargo, a financial-services offering centered around a mobile app, has based its approach on using digital tech to solve long-term consumer painpoints.
Opinion
•
Gabey Goh, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
News
•
15 November 2019
Britvic, the soft drinks company, took drastic steps to address a decline in sales and penetration at Robinsons, its leading dilutes brand.
