Part of the Marketer’s Toolkit 2022, this Future Thinking report examines five emerging metrics, frameworks and concepts that we believe will be most important in helping to drive marketing effectiveness in 2022 and beyond.
Opinion
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Stephen Fisher and Adrian Roeling, December 2021
A great many “unknown unknowns” have marketers second-guessing their 2022 strategy but despite the uncertainty, Hatched’s Stephen Fisher and Adrian Roeling say now is the time to stay the course.
Case Study
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MRS Awards Papers, Finalist, Business-to-Business Research, 2021
DHL Express, an international courier, conducted a worldwide research study to measure the brand's reputation, identify if COVID-19 threats had harmed DHL Express and create a communicable reputation management narrative.
Research Paper
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Linwan Wu and Holly Overton, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 382-396
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).
Article
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Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, November 2021
Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi examine three examples of businesses that have put purpose into practice effectively with their meaningful challenge purpose, ecosystem focus and holistic performance.
This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.
Article
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Flaviano Faleiro, WARC Exclusive, October 2021
There is a new breed of consumer, says Accenture Interactive’s Flaviano Faleiro, who will support companies whose brand purpose aligns with their beliefs and reject those that don’t.
Article
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Sam Peña-Taylor, WARC Exclusive, October 2021
The UK’s most valuable brands have proved their resilience by bouncing back faster than the competition; learning from them provides a playbook for progress in a post-Brexit, late-pandemic context, according to Kantar.
Strategists have a moment in time when the need and the appetite for exponential change have converged. According to Facebook’s Benny Thomas, the evolution to new models and ways of business needs capable guides, ready to reinvent around three principles: resilience, relationships and responsibility. “A crisis is a terrible thing to waste.” – Rahm Emmanuel
Article
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Sairah Ashman, WARC Exclusive, August 2021
With more brands prioritising sustainability, the practice of greenwashing – promoting ‘green’ initiatives which are more virtue signalling than impactful – is starting to be called out by consumers.
Article
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Jo Bowman, Event Reports, Nudgestock, June 2021
The rising role of influencers in consumers’ purchase decisions marks a return to a trend that’s actually as old as the earliest humans, the Nudgestock 2021 conference heard.
F ickle consumers are making brand loyalty hard to achieve and with brand trust, a concept that is becoming increasingly critical, Edelman’s Sumeer Mathur shares how brands can regain that trust.
In this edition of Spotlight India, WARC India Editor Biprorshee Das looks at the evolution of influencer marketing in India and, given its tremendous potential, how marketers can get it right by addressing the concerns about it.
Article
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Ashutosh Munshi, WARC Exclusive, Spotlight India, June 2021
Edelman’s Ashutosh Munshi says that with influencer marketing gaining popularity, brands have ways to ensure influencers’ voices are authentic, even as advertising guidelines help to spur more honest communication in brand marketing.
