Ann Mukherjee, CEO and Chairman at Pernod Ricard NA, will be chairing the Brand Purpose category of the 2022 WARC Awards for Effectiveness . Here, she talks about the challenges brought about by the pandemic, consumers’ new expectations of brands and Pernod Ricard’s definition of authentic purpose-led work. Ann Mukherjee, CEO and Chairman at Pernod Ricard NA
Macmillan, the charity group, provided an evidence base for organisational decision making and drew attention to the challenges faced by people living with cancer during the pandemic in the UK.
Case Study
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MRS Awards Papers, Finalist, Cultural Insights, 2021
Penguin Random House(PRH), a publishing company, launched a campaign in the UK to adapt its creative strategy to meet with the demands of audience-first publishing.
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.
Case Study
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MRS Awards Papers, Finalist, Financial Services Research, 2021
TSB, a bank, conducted a research programme in Britain to realign its business and brand around customer needs by rebuilding brand reputation scores, return non-customer sentiment to pre-migration rates and restore PCA trading to growth.
Akira Mitsumasu, Vice President, CX, Data Analytics and Global Marketing at Japan Airlines, will be chairing the Customer Experience category of the 2022 WARC Awards for Effectiveness . Here, he talks about how Japan Airlines helped travellers during uncertain times, the company’s increased focus on sustainability practices, and what he’ll be looking for in the category’s entrants. Akira Mitsumasu, Vice President, CX, Data Analytics and Global Marketing at Japan Airlines
Naysla Edwards, Vice President Brand, Charge Cards & Member Experience for American Express, Australia and New Zealand, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the company has weathered the pandemic and how it is preparing for the opening up of Australia and the world. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Bernice Samuels, Chief Marketing Officer at telco MTN Group, spoke to WARC’s Anna Hamill about adapting to COVID-19 across Africa, digital inclusivity, and using data-driven insights in developing markets. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Amid COVID and changing consumer mindsets, Sean O’Donnell, Global Brand Director of Tiger Beer, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the beer brand has been tackling the impact of lockdowns with creative campaigns. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Pete Markey, Chief Marketing Officer at British health and beauty retailer Boots, speaks to WARC’s Anna Hamill for Marketer’s Toolkit 2022 about integrating physical and digital retail, sustainability as a core value, and new approaches to measurement. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
The business of banking has become increasingly dynamic and crowded. Emma Sheller, Global Head Brand & Marketing for Standard Chartered Bank, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the banking brand is positioning itself as a change agent and the need for marketing to not retreat to safe and familiar spaces. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
As a brand in one of the hardest COVID-hit sectors, Japan Airlines (JAL) has remained steadfast during this ongoing turbulence. Akira Mitsumasu, VP - Global Marketing of JAL, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the airline is focused on its mission of helping people fly again and telling stories of rising above challenges. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
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Stephen Whiteside, Event Reports, September 2021
Analysis of the 2021 Effie Awards Canada demonstrated that marketers who continued to focus on brand building during the COVID-19 pandemic were rewarded with impressive results.
For WARC’s Spotlight Brazil, US Commissioning Editor Cathy Taylor talked to Daniel Wakswaser, Marketing VP of Ambev, about the brand’s COVID response, and about its global “Ideas for Good” initiative, which crowdsourced ideas from all over the company that could be implemented in local markets, benefiting consumers, the bars and restaurants the brewer does business with, and society.
Natura &Co Media, Content and Communication VP Carlos Pitchu joined the Brazilian personal care and cosmetics company early last year just as the pandemic was unfolding. Having worked with the brand for some time as president of Tribal Brazil, he was quite familiar with it, but COVID put his job in a new context since he had to meet both the marketing needs and the economic needs of many Brazilians. Both the Natura brand and the Avon brand, which Natura also owns, are sold by sales reps, many of whom are women entrepreneurs. Natura also owns The Body Shop. For WARC’s Spotlight Brazil, WARC US Commissioning Editor Cathy Taylor talked to Pitchu about how the brands have been helping their sales reps through the pandemic, about
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Brian Carruthers, Event Reports, Lions Live, June 2021
Tesco, the UK supermarket chain, responded quickly to the various challenges posed by the COVID-19 pandemic, but it was only able to do so because it already had some “big ideas” in place and understood the needs of its customers.
Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
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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.
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Corinne Sklar, Jorrit DeVries and Alyssa Hennessy, WARC Webinars, April 2021
Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
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Jann Schwarz, Research on WARC, April 2021
Alison Lange Engel, a B2B Institute Research Fellows, gives her frontline insights into the startup space and what lessons there are for marketers and business leaders.
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.
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Stephen Whiteside, WARC Exclusive, January 2021
Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
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