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Why brands matter

Article • Brand Finance, WARC Exclusive, November, 2020

The term ‘brand’ is used differently by different people to encompass a relatively broad range of assets.

No trust in tech over personal data in APAC but consumers still sign up

News • 04 November 2020

APAC consumers ranked the misuse of data as the number one source of distrust in the technology industry, according to a new dentsu international study.

Signalling success: The role of signalling on media effectiveness

Article • Nicole Greenfield-Smith, WARC Exclusive, October, 2020

The perceived cost and scale of an advertising channel can enhance brand attributes in the eyes of the consumer.

Buying is a political act for APAC consumers

News • 28 October 2020

Consumers in APAC believe brands have a more important role than governments today in creating a better future, according to a new report by Havas Group.

Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

Edelman Trust Barometer: September 2020 report on brands and racial justice in America

Article • Research on WARC, September, 2020

Updates June 2020 report on what Americans think about the fight to combat racial injustice and the role they feel brands should play.

2020 has shown that companies have a ‘purpose gap’

Opinion • Alex Lewis, October 2020

New research from Revolt highlights a gap between business rhetoric on brand purpose and the experiences of their customers.

Is this the time for VR marketing?

News • 11 October 2020

With people spending less time in store and more time online, there would seem to be potential for using virtual reality (VR) technology to acquire and engage consumers.

How inclusive ads impact brand metrics

News • 06 October 2020

Advertising that is inclusive and diverse has a positive impact on a wide variety of brand metrics, according to research conducted by Microsoft, the technology giant.

Microsoft provides proof that inclusivity in advertising boosts performance

Article • Geoffrey Precourt, Event Reports, Advertising Week, September 2020

A study by Microsoft Advertising, a unit of the technology company, helped quantify the impact of more diverse and inclusive ads.

Virtual reality marketing and its potential to gain consumer trust

Article • Dr Wong King Yin, WARC Exclusive, September 2020

Research by the Nanyang Business School attempts to investigate how virtual reality (VR) marketing influences consumer behaviour, providing marketers with some insights on its actual effectiveness.

What brand love tells us about brand growth

News • 29 September 2020

Even amid the turmoil in consumers’ lives, many of the rules of brand growth as espoused by Byron Sharp remain in place; a recent Morning Consult study highlights the role of Brand Love.

Brands need to tackle online misinformation

News • 23 September 2020

A new study reveals serious public concerns about the spread of misinformation and its impact on trust between consumers and brands – it even suggests that European consumers have wrongly spent billions of euros and pounds on products and services in

Supermarkets can build on their COVID-19 legacy

Article • Brian Carruthers, Event Reports, MRS FMCG Research Conference , July 2020

This article considers how the role of supermarkets is changing as the UK moves towards a new relationship with the EU and the wider world.

UK’s advertising authority launches pilot campaign to restore public’s trust

News • 14 September 2020

As research shows the public’s trust in the ad industry is declining, the UK’s Advertising Standards Authority (ASA) is trialling a new campaign to promote its role in keeping all advertising “legal, decent, honest and truthful”.

How Brand Love fuels lower funnel KPIs, even during a pandemic

Article • Victoria Sakal, WARC Exclusive, September 2020

Examines Morning Consult research on the 50 Most Loved Brands in the US in 2020, through the lens of the coronavirus pandemic.

How native ads work in the CSR space

News • 10 September 2020

Brands using native ads to spread the word about their corporate social responsibility (CSR) efforts need to make sure they avoid a focus on promotional messaging, a study in the Journal of Advertising Research (JAR) has found.

What we know about data protection and privacy

Article • WARC Best Practice, September 2020

Summarises the insights from a series of key papers addressing data protection and privacy and the regulations concerning the use of consumer data, particularly the impending EU General Data Protection Regulation (GDPR) and ePrivacy Regulation.

How banks can rebuild trust by focusing on consumer financial wellbeing

Article • Low Lai Chow, Event Reports, APAC Financial Services Webcast Week, May 2020

Forrester, the research firm, surveyed consumers in various Asian markets to understand their financial needs and attitudes towards brands in this sector.

In news we trust? A look at the Singaporean relationship with media during COVID-19

Opinion • Ervin Ha, September 2020

Which media outlet enjoys the trust of Singaporean consumers? YouGov’s Ervin Ha takes a look at where Singaporeans chose to get their news and updates on COVID-19 from.

Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive CSR

Research Paper • Linwan Wu and Holly Overton, Journal of Advertising Research, Digital First, August 2020

This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).

Trust, authenticity and meaningful diversity drive young marketers’ agenda

Article • Anna Hamill, WARC Exclusive, August 2020

With social justice and pandemic response leading the marketing agenda in 2020, the next generation of marketers are holding their senior colleagues to account.

Health, safety and the new hierarchy of brand experience

Article • David Frymann, WARC Exclusive, August 2020

Health and safety are now the new foundations of brand experience as brands navigate the regulations and expectations of COVID-19.

The pitfalls of using social media influencers during brand crises

Article • Benedetta Crisafulli and Jaywant Singh, WARC Exclusive, August 2020

Influencers are popular on social media, with corporate spending on influencer marketing reaching record levels.

The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.

The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, 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.
What we know about brand trust

Article • 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.
Confronting a crisis of clarity amidst COVID-19

Article • Agung S. Ongko, WARC Exclusive, 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.
Winning in the era of brand experience: Admap summary deck

Article • Admap Magazine, October 2019

A summary of new thinking and best practice on winning in the era of brand experience from Admap.