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.
Article
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WARC Category Intelligence, July 2021
Global strategies, campaign updates and trends in the travel category.
Opinion
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Sumeer Mathur, July 2021
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.
Opinion
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Biprorshee Das, June 2021
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.
Article
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Brittany Wickerson, WARC Exclusive, June 2021
As data regulations continuing changing, brands need to be more proactive with their first-party data strategies.
Opinion
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Anna Hamill, June 2021
As Cannes Lions Live streamed into the makeshift home offices of the advertising industry for a second year, brand marketing leaders speaking at the event shared their hard-learned lessons from the COVID-19 era, and the new changes that they believe will shape the future of marketing as the industry emerges from the toughest year in living memory.
Article
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Carolyn Paul, WARC Exclusive, June 2021
In Spring 2020, Edelman’s Trust Barometer revealed trust in the healthcare sector had reached an all-time high.
Data
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Cinzia Petio, WARC Data Points, June 2021
An overview of consumers' trust in different industries across 15 countries.
Opinion
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Richard Reeves, June 2021
Premium publishers tick all the boxes for advertisers but they have been adversely affected by brand safety measures, says AOP’s Richard Reeves.
Article
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Stacy Vaughn, WARC Exclusive, Spotlight US, May 2021
Explains why pharma, which has seen an uptick in trust during the pandemic, needs to build on that trust for the long-term benefit of the entire healthcare ecosystem.
Article
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Research on WARC, May 2021
As a new channel, CTV presents a huge opportunity for advertisers to reach engaged audiences with the right message, but to ensure it is being optimised and used effectively, the right context is also key.
Article
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Paul Cash, WARC Exclusive, May 2021
Paul Cash, founder of Rooster Punk, an award winning B2B agency, and author of Humanizing B2B, explains why the likeability factors matters in business-to-business marketing.
Article
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Christina Stahlkopf, WARC Best Practice, May 2021
Examines why H-E-B, a regional grocer with little to no brand recognition outside its footprint, consistently rates as a top US company in C Space’s benchmark survey.
Article
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Christina Stahlkopf, WARC Exclusive, May, 2021
Data suggest that consumer trust in the travel industry was significantly damaged during the COVID-19 pandemic, and companies will need to demonstrate an overt commitment to the health and wellbeing of travellers.
Article
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Research on WARC, April 2021
Examines how responding in uncertain times requires investing in trust alongside a clear brand purpose and strategy that supports all stakeholders.
Article
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Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021
Reputation tracking is important, especially in a digital world – Meltwater’s Mimrah Mahmood shares a few efficient and cost-effective ways to incorporate digital into a company's existing reputation tracker.
Article
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Gabey Goh, WARC Exclusive, April 2021
Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.
Article
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Low Lai Chow, WARC Exclusive, April 2021
Brands have misconceptions about the value and effectiveness of news as a media platform for advertising, says ThinkNewsBrands’ Vanessa Lyons, who busted five myths about the perceived limitations of news.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.
Article
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Anna Hamill, WARC Exclusive, April 2021
In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline.
Article
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Anna Hamill, WARC Exclusive, April 2021
Australia’s fast-food category is crowded, and cut-throat – KFC Australia’s campaign ‘Michelin Impossible’ drove outstanding results on a shoestring budget.
Article
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Brian Carruthers, Event Reports, MRS Impact conference, March 2021
After twelve months of pandemic and lockdowns, brands are taking stock of the past year and making decisions on where to go next.
Opinion
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Ruth Warder, March 2021
Over the last year we’ve moved into a new era of relationship between consumers and brands. In 2020 at points it seemed as if people cared more about what brands and companies were doing and saying than they did about what they were selling. Ignited by the pandemic, social injustice in the USA and an increased action on climate, people urgently wanted to know how companies were having a positive impact in the world. This has paved a new path for brands and businesses that requires careful and considered navigation.
Article
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Euromonitor , Research on WARC, March, 2021
As consumer awareness of social and environmental issues increases, steps to improve the beauty industry’s environmental footprint are progressing at a faster pace.
