Advertising best practice, evidence and insights

CMO Conversations: Anna Henwood, CMO, Les Mills International

Opinion • Anna Hamill, September 2020

Les Mills International, the global fitness brand with iconic classes including BODYPUMP and BODYCOMBAT, is embracing the new at-home economy.

WW marries technology with meaning

News • 30/09/2020

For all that the pandemic has alarmed consumers and businesses, it has also created new opportunities for brands to build engagement and trust via digital means; for wellness brand WW that has meant accelerating a digital transformation that was ...

Vietnamese brands deliver on purpose and innovation during pandemic

News • 30/09/2020

The challenge of the COVID-19 pandemic has proved to be a defining period for a number of Vietnam’s domestic brands, according to Campaign Asia.

Why Ocado is the UK’s fastest-growing brand

News • 30/09/2020

Online retailer Ocado is the UK’s fastest growing brand according to a new BrandZ report which records a 63% increase in brand value over the past year, reflecting the impact of the pandemic on consumer shopping habits.

Meredith finds a new role for branded content during COVID-19

Article • Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020

US magazine publisher Meredith adopts an outcomes-based approach to branded content partnerships.

How Ocado negotiated lockdown

Article • Brian Carruthers, Event Reports, World Retail Congress, September 2020

This article examines how online grocer Ocado reacted to the challenges posed by the COVID-19 pandemic and lockdown.

Five more COVID-19 marketing trends for ‘the new normal’ of constant change

Opinion • Anna Hamill, September 2020

In June, WARC delved into some of the new trends which were defining the early stages of the COVID-19 response from brands.

Infographic: The difference in ad revenue per second, pre- & post-COVID

Data • WARC Data, September 2020

New calculations from WARC Data show that brands have invested more money in e-commerce services and less in conventional media platforms in the months following the COVID-19 outbreak.

Best Buy reinvents itself (again) to prosper in times of crisis

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers In-House Agency Conference, August 2020

Best Buy, the electronics retailer, adapted at speed to the COVID-19 pandemic, a process driven by an in-house agency team that had built up many of the capabilities needed to meet a crisis.

Hong Kong’s luxury fashion brands see a decline in demand but purchase intent holds steady

Opinion • Ervin Ha, September 2020

YouGov's Ervin Ha looks at how luxury brands have fared in Hong Kong as the ongoing pandemic shifts consumer sentiment and purchase priorities.

How to prepare for people’s response to a second wave

News • 23/09/2020

As the UK stares down the barrel of new national lockdown measures, it is likely that the emotions that surround it will become more complex over the next six months – here’s what brands need to know.

Understanding the new reciprocity

News • 23/09/2020

As the concept of reciprocity becomes an increasingly potent marketing lever, marketers need to re-evaluate their understanding of current norms to reframe its application across marketing ecosystems.

How WW pivoted to virtual wellness

Article • Brian Carruthers, Event Reports, World Retail Congress, September 2020

Looks at how global wellness company WW rapidly adapted to the new demands of pandemic-driven lockdowns around the world.

Building ‘crisis ready’ client-agency relationships during COVID-19

Article • Sam Hawkey, WARC Exclusive, September 2020

The COVID-19 pandemic has poured light on pre-existing cracks in client-agency relationships, and relationships new to evolve for a new era of marketing volatility.

Four lessons from the 2008 recession and a 2020 twist

Article • Brian Carruthers, Event Reports, Back to Business, September 2020

This article examines actions taken by UK marketers during the 2008 recession that are equally applicable in 2020.

Why Bloomberg Media’s next move will be to launch an OTT service

Article • Alex Brownsell, Event Reports, FIPP World Media Congress, September 2020

How Bloomberg Media is adjusting its content strategy to the post-pandemic market.

Convenience, inspiration, accountability: Kroger’s three steps for success

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Innovative Commerce, August 2020 Conference,

Kroger, the retailer, has drawn on various sources of customer insight as it responds to changing demands during the COVID-19 pandemic.

COVID conversations: Jason White, CMO of cannabis brand Curaleaf

Opinion • Jason White, September 2020

For many brands and categories in the US, the last six months have brought dual shocks to long-held ways of doing business, as they juggle realigning their businesses around the impact of a worldwide pandemic and social unrest on a global scale.

Making meaning of lockdown: How brands can learn from the first wave of Covid-19 to predict and prepare for consumer response to a second wave

Article • Hereward Feldwick, WARC Exclusive, September 2020

Having reached a stage of acceptance, and a point in time when normality is beginning to return, many people are now in a mindset that the worst of the Covid-19 pandemic is over.

Blockchain study reveals potential benefits for digital advertisers

News • 21/09/2020

The use of blockchain technology in qualifying impressions in digital advertising can increase return on ad spend by as much as 14%, according to research from the Trustworthy Accountability Group (TAG).

How AB InBev worked through the pandemic to support consumers, bars and restaurants in Brazil

Article • Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020

Anheuser-Busch InBev, the brewer, built out a program in Brazil that assisted pubs and restaurants that were struggling due to COVID-19.

TAG DLT pilot: Demonstrating the benefits blockchain can drive for digital advertising

Article • Jules Kendrick, WARC Exclusive, September 2020

A cross-industry pilot of blockchain technology revealed promising results.

AB InBev brews up livestreaming success

News • 16/09/2020

Anheuser-Busch InBev, the brewer, has enjoyed success with a livestreaming program that built connections with consumers during COVID-19.

How brands can develop a governance framework for purpose

Article • Rupert Younger, WARC Exclusive, September 2020

The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.

How livestreaming helped AB InBev pivot during the COVID-19 crisis

Article • Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020

Anheuser-Busch InBev, the brewer, has used livestreaming to connect with consumers during the COVID-19 pandemic.

Marketing management & leadership