Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
Soft drinks company Coca-Cola is emerging from the lockdown period with a new focus on agility and flexibility as it builds on what it’s learned from operating largely in the digital space over the past few months.
WARC, CMO Growth Council, ANA and Cannes Lions, WARC Exclusive, May 2020
This report from the CMO Growth Council offers guidance on how marketers can manage the repercussions of the COVID-19 pandemic, and includes advice culled from virtual roundtables and one-on-one interviews with CMOs from Bank of America, Mastercard, CVS Health, General Motors, GSK, PepsiCo and Facebook.
The CMO Growth Council – a body featuring some of the industry’s top talent from around the world – has published a new report offering guidance for marketers as they respond to the evolving COVID-19 pandemic.
As markets brace for an impending slowdown, brand managers should take a more proactive and agile stance: they need to not only win in the now, but also prepare for the medium-term, and transform their business to secure long-term growth, says the ...
Nick Geoghegan shares lessons from challenger brands on how to thrive during recessions and hardships - organisations must be a little more Netflix and a little less Blockbuster as we sail into this storm.
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.
As the expected ‘new normal’ of COVID-19 begins to emerge, with some markets relaxing lockdowns, Google’s own media buyers are moving from crisis reaction and into a more pragmatic response phase with a sharper eye for effectiveness and ...
Coca-Cola, the soft-drinks manufacturer, is drawing on various lessons from China as it seeks to understand how the period of “graduated re-openings” may take shape once the threat of COVID-19 begins to recede.
Unilever, the FMCG giant, anticipates that several of the consumer behaviour changes observed during COVID-19 are likely to become permanent and is adapting its processes across insights and innovation accordingly.