Opinion
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Anna Hamill, June 2020
As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January.
Article
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Potluck, Research on WARC, May 2020
An investigation into the human impact of the COVID-19 crisis, capturing the more emotional side of the current situation.
Article
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Prerna Katyal, WARC Best Practice, May 2020
HCL Enterprise’s Prerna Katyal outlines how brands can leverage behavioural science concepts to predict and adapt to the changing consumer situation as markets move to a COVID-19 recovery phase.
Opinion
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Anna Hamill, May 2020
Raja Rajamannar is Chief Marketing and Communications Officer at Mastercard, and a member of the ANA’s Global Leadership Coalition on COVID-19, established in partnership with Cannes Lions and WARC.
Article
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Fiona Blades, WARC Exclusive, May 2020
During COVID-19, consumers are looking for reassurance and humanity from their banks.
Article
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Danielle Bailey, WARC Exclusive, May 2020
Looks at learnings from China for B2C marketers in the Western world.
Article
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WARC COVID-19 Series, May 2020
A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Article
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David Atkins, WARC COVID-19 Series, May 2020
Wunderman Thompson’s David Atkins argues that financial services brands could be a large part of the solution amidst the COVID-19 upheaval, but the challenge of trust must first be met.
News
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04 May 2020
It is no surprise that a significant number of consumers intend to cut back on their spending during these uncertain times, but the question is whose custom will they retain? New research suggests trusted and established brands stand to gain.
Opinion
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Darren Coleman, April 2020
Brand-building is more than possible, argues Darren Coleman, but the best attempts have been characterised by understated communications along with genuine moves across the business to show how the brand is playing its part in the effort.
Article
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William Hanmer-Lloyd and Stephanie Watson, WARC COVID-19 Series, April 2020
COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
News
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01 April 2020
Consumers have made it clear they will judge brands on how appropriately they respond to the COVID-19 crisis, by looking after their staff and help society meet the challenge, according to a special Edelman Trust Barometer report.
Article
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Ed Pank, WARC COVID-19 Series, March 2020
Shares evidence and insights on how brands can respond and rebound from the COVID-19 crisis.
News
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19 March 2020
General Mills, the food manufacturer, is ensuring that its marketing strikes an “appropriate tone” in response to COVID-19, and believes that a continued media presence can provide a much-needed feeling of normality for consumers.
Article
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WARC Best Practice, March 2020
Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.
Article
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Heather Dansie and Lisa Cowie, WARC COVID-19 Series, March 2020
Research by Starcom UK and Twitter into the motivations behind social activism, and consumer expectations of brands in relation to issues such as climate change and poverty.
News
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04 March 2020
Retail sales in Hong Kong plunged 21% in January as the effects of the coronavirus bit deep and mainland tourists stayed away, but even in this crisis environment brands have an opportunity to connect with consumers by ensuring their actions convey ...
News
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27 February 2020
Almost half of UK consumers believe big brands only offer lip service with pledges to help battle climate change, a study shows.
Article
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Suzanne Croxford, WARC Exclusive, February 2020
It might be hard for consumers to see or even believe, but Wunderman Thompson’s Suzanne Croxford argues that many brands truly understand that consumer trust is inextricably tied to the way personal data is used by companies.
Article
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Michelle Hutton, WARC Exclusive, February 2020
Australians no longer feel in control, and with government, media, business, and NGOs all having been deemed undeserving of trust, but Edelman’s Michelle Hutton believes that brands have an opportunity to reverse the trend.
News
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25 February 2020
Australians’ trust in four of society’s pillars – government, business, media and NGOs – has plummeted, research published in the latest Edelman Trust Barometer reveals.
Article
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Agung S. Ongko, WARC COVID-19 Series, February 2020
With the COVID-19 situation persisting well into the first quarter of 2020, remaining quiet or ambiguous about the business outlook and challenges is no longer tenable – RICE’s Agung S Ongko offers a strategic messaging framework for brands to communicate clearly in unclear times.
News
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19 February 2020
Microsoft, the technology company, believes that trust is a vital brand attribute that must be embedded throughout its entire organisation, rather than solely being a message promoted in a campaign.
Article
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Geoffrey Precourt, Event Reports, CES, January 2020
Microsoft, the tech giant, is seeking to build differentiation around the values that guide its customer experience and wider strategy.
News
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11 February 2020
Eargo, the direct-to-consumer hearing-aid company, is putting brand trust at the heart of its strategy as it encourages consumers to buy a product they cannot easily test before making a purchase.
