Marketing management & leadership

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What, where and how much? Media effectiveness during COVID-19

Article • Jane Ostler and Maren Seitz, WARC Exclusive, April 2020

Five tips from Kantar for dealing with a rapidly changing media environment, and how to prepare for recovery after COVID-19.

WFH-wear is a new category in India

News • 08 April 2020

With many people now working from home, they may have hoped to escape the tyranny of the office dress code, but enterprising Indian retailers are repurposing their spring and summer fashion collections as WFH-wear.

GlobalWebIndex Coronavirus Research: Multi-market research, wave two

Article • Research on WARC, April 2020

Explores how concerns are growing for most, how behaviors are changing, and how attitudes towards advertising are twofold as a result of the coronavirus.

Conagra Brands sees wave of new customers – and revival of old brands – due to COVID-19

Article • Stephen Whiteside, WARC Exclusive, April 2020

Conagra Brands, the packaged food manufacturer, has witnessed a surge in sales as consumers stock up on food to prepare for lockdowns implemented in the face of COVID-19.

The COVID-19 crisis is shifting how Australian marketers think about media

Article • Josie Tutty, WARC Evidence, April 2020

A guide to how the outbreak of coronavirus is impacting advertising spend in channels including TV, radio, outdoor and digital media.

Online clubbers drive booze sales in China

News • 07 April 2020

China may have recently had its lockdown lifted, but the stay-at-home message may well have long-term effects – and one phenomenon that’s likely to continue is the huge success of taking clubbing into the living room via livestreaming.

How can brands observe Ramadan and celebrate Eid with the Muslim community during a pandemic

Article • Nazirah Ashari, WARC Best Practice, April 2020

TBWA’s Nazirah Ashari looks at the impact of the COVID-19 pandemic on how Muslims around the world will be observing Ramadan and celebrating Eid this year.

Indonesia gets health-conscious amid COVID-19 pandemic

News • 07 April 2020

Consumers in Indonesia are shifting towards a more ‘health and hygiene’ focused lifestyle, according to a recent survey by SurveySensum in partnership with the Mobile Marketing Association (MMA), as the country continues efforts to stem the spread ...

Big brands put current campaigns on ice to generate new virus-related content

News • 07 April 2020

New data from the World Federation of Advertisers (WFA) reveals four out of five multinationals (81%) are putting planned ad campaigns on hold because of the COVID-19 outbreak.

How Chewy is building a “recession-resilient” business

Article • Stephen Whiteside, WARC Exclusive, April 2020

Chewy, an online retailer that sells pet foods and supplies, believes that several factors can help make its business “recession-resilient” in the face of a likely period of wider economic distress.

Something old, something new: What can brands do in e-commerce during this recession?

Article • David Carr, WARC Exclusive, April 2020

E-commerce is well-suited to recessions, so brands looking to drive e-commerce revenue must learn from past recessions and ensure their tech and supply chain are in place to deliver.

Marketers seek to map out “after Corona” world

News • 03 April 2020

After dealing with the immediate business impact of the COVID-19 pandemic, marketers are now shifting gears to combine short-term measures with planning for a time when the crisis has receded.

COVID-19 kicks traditional media budgets

News • 03 April 2020

More evidence of the significant impact COVID-19 is having on the marketing industry comes in the March issue of the WARC Global Marketing Index, which shows an accelerating decline in traditional media budgets and, for the first time, a fall in ...

The age of the digital pitch is here – and ad agencies say they’re ready

News • 02 April 2020

Over half of ad agency CEOs say they’re ready to do business despite the current crisis, and they feel confident they can respond to client briefs despite the constraints of remote working, a new survey suggests.

Behavioural economics: Habits, experiments and advertising creative

Article • Kate Waters, Richard Chataway and Owain Service, WARC Webinars, April 2020

Looks at how businesses and brands can become part of consumer habits or shift them from default biases or status quo decisions in their creative and content output.

Hong Kong retail reels as second-hand luxury market grows

News • 02 April 2020

Numbers charting retail sales in Hong Kong reveal the greatest fall since records began – 44% down year-on-year in February – while anecdotal evidence points to a growing luxury second-hand market.

Why brands that maintain share of voice in a recession will build long-term equity

Article • Geoffrey Precourt, Event Reports, April 2020

Ebiquity, the marketing and media consultancy, has found considerable evidence that maintaining or increasing adspend in a down economy has significant payoffs.

Livestreaming: the future of commerce?

News • 02 April 2020

With hundreds of millions of consumers confined to their homes during the coronavirus outbreak, China’s experience of livestreaming points to a way for brands to both entertain and continue to sell products while physical outlets are closed, a new ...

COVID-19: The creative fightback

Research Paper • Adam Sheridan, Arnaud Debia, Lesley Tian, Lindsay Franke and Rachel Rodgers, Research on WARC, March 2020

Looks at how brands can help people to win the war of COVID-19 to survive, then revive.

Brands need to keep the lines of communication open during a pandemic

Article • Josie Tutty, WARC Exclusive, April 2020

In times of crisis, brands still need to connect with their customers to maintain open lines of communication as simply ‘ceasing fire’ on all marketing activity until the crisis passes isn’t an option.

COVID-19: Learnings from Australian and global trends

Research Paper • Daniel Bone, Research on WARC, March 2020

COVID-19 has brought into focus how the FMCG industry provides critical value on a daily basis for those in need of basic necessities.

What is a brand’s role in a time of crisis?

News • 01 April 2020

COVID-19 is unlike anything most of us have had to face in our lifetimes but finding out where a brand can speak appropriately is a widely shared short-term headache; in an exclusive piece for WARC, Oliver Feldwick explores the history of brands in ...

WPP guidance a bellwether as the ad industry battens down the hatches

News • 01 April 2020

Like it or not, WPP’s size and sway in the industry paints a deeper picture of the response of holding groups caught in the COIVD-19 storm as the company reveals savings plans – these changes follow a period of deep change in the agency business ...

OOH on hold as brands wait out extended movement control measures in Malaysia

News • 01 April 2020

With the Movement Control Order (MCO) – initially implemented to slow down the spread of COVID-19 – in Malaysia now extended to 14 April, the market's OOH players are stuck in a holding pattern as brands defer campaign launches.

Lululemon draws on core brand strengths in response to Coronavirus

Article • Stephen Whiteside, WARC Exclusive, March 2020

Lululemon, the athletic apparel manufacturer, is seeking to rely on its core brand strengths as it responds to the COVID-19 crisis.

Global Ad Trends: FMCG & COVID-19

Data • James McDonald, Rob Clapp

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
The impact of COVID-19 on media strategy

Article • MediaSense

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
How marketers can de-risk the COVID-19 disruption

Article • Amit Narayan

Crises often have the potential to hurt a brand’s reputation, it is critical that marketers step up to the plate and drive the company’s response and recovery plan – Control Risks' Amit Narayan outlines some key action points for a strategy that builds resilience and achieves sustainable growth.
Applying behavioural science to the coronavirus outbreak: Four key implications for brands

Article • Ashok Sethi

The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
Strategy Toolkit: How marketing works

Article • 02 February 2015

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.