Article
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WARC Exclusive, May 2021
This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.
Article
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WARC Best Practice, May 2021
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Article
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Nick Blenkarne, WARC Exclusive, May, 2021
Sustainability is an increasing consideration in the travel category.
Article
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Brian Carruthers, Event Reports, Retail Connected, April 2021
Recent research from OC&C Strategy Consultants, the management consultancy, identifies six themes that are reshaping the retail environment for the future.
Article
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Moensie Rossier and Hamish Cargill , WARC Exclusive, Spotlight Australia, April 2021
Moensie Rossier of branding agency Principals and Hamish Cargill of Principals’ brand voice arm XXVI argue that organisations that are overly focused on the core business are missing out on the greatest positive change to brands in a generation.
Opinion
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Kunal Sinha, April 2021
As India grapples with one of the worst crises in its history, WARC’s principal consultant Kunal Sinha asks why corporate India has not taken responsibility for the country’s needs.
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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Euromonitor Strategy Briefings, March 2021
Provides a conscious consumption scope, including impact on ethical claims and company strategies.
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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Sam Hollis, WARC Exclusive, March 2021
As the discussion around sustainability grows increasingly complex, brands are turning to new frameworks and methodologies – including B Corporation status – to help them navigate the path ahead.
Article
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Stephen Whiteside, Research on WARC, March 2021
Social good campaigns often fail because of errors related to strategy, research and objective-setting, according to a study published in Social Marketing Quarterly.
Article
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Kai Geertsema, WARC Exclusive, March 2021
The automotive industry is being disrupted by technology and a shift toward environmental credentials, as well as the negative impact of COVID-19.
Article
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Brian Carruthers, Event Reports, Web Summit, December 2020
Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.
News
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28 January 2021
Even after the election, there’s much uniting to be done in the US, as Morning Consult’s research into consumer attitudes shows fault lines beyond politics to include age, income, education, community.
Opinion
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Louise Turner, January 2021
Looking back at 2020 and into 2021 – change and disruption remains fundamental. Some elements of our marketing landscape are consistent, but many trends have accelerated, some dynamics are completely different and none of us can predict what is round the corner.
Opinion
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Alex Brownsell, January 2021
Media owners will be on alert at news that Unilever is committed to re-directing investment to more ‘diverse suppliers’, writes WARC’s Alex Brownsell.
News
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26 January 2021
Brands need to have not only a strategy that advances their sustainability credentials with investors but also an ongoing programme to explain that to consumers, according to InSites Consulting.
News
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25 January 2021
The pandemic may be uppermost in people’s minds, but they haven’t forgotten about sustainability – and a majority of Europeans actually think climate change is as important as the COVID-19 pandemic, research shows.
Article
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Brian Carruthers, WARC Exclusive, January 2021
Advice from InSites Consulting on how brands can respond to changing consumer attitudes to issues around sustainability.
Article
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Brian Carruthers, WARC Exclusive, January 2021
Research by InSites Consulting has uncovered shifting consumer attitudes towards issues around sustainability.
News
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15 December 2020
2020 has shown that brands need to build their reputation through action, rather than the image they present; brand purpose is not a style exercise, says Jane Asscher – brand image must give way to brand substance.
Article
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Callum Saunders, WARC Exclusive, December 2020
With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.
Opinion
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Sam Mercer, December 2020
During the pandemic, digital-first living has been accommodated in many situations, but schools have had to overcome some of the greatest challenges. Sam Mercer makes the case for greater brand involvement in education.
Article
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Ana Andjelic, WARC Exclusive, December 2020
This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).
News
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02 December 2020
In the wake of protests following the murder of George Floyd, businesses in the US and elsewhere have started to consider systemic racism and how it can be confronted; a Target executive provides a framework.
