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WARC Talks: Movable middle

Article • Joel Rubinson and Greg Stuart, WARC Exclusive, June 2021

Joel Rubinson, president of Rubinson Partners, and Greg Stuart, CEO of MMA Global discuss the movable middle as a new way to target consumers and how it could replace reach as the basis of effective media planning.

DTC disruptors: Consumer sentiment data from GWI

Article • WARC Exclusive, Spotlight China, June 2021

Analyses data from ongoing surveys of Chinese consumers, provided by GlobalWebIndex.

Whiskas

Case Study • MMA Smarties, Bronze, MENA, 2020

Whiskas, a cat food brand, launched an interactive mobile campaign to gather data about consumers in the UAE.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Paypal: A little data-driven empathy

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Online payments company, PayPal, inspired usage and drove awareness of its products with its Little Wins campaign in the UK.

Mastercard: Astronomical Sales

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Payments technology provider, Mastercard, brought its priceless proposition to life with a promotion centred around a rare solar eclipse in the UAE.

Aldi UK: How Aldi keeps on winning christmas with Kevin the carrot

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Discount supermarket Aldi ran a multi-year, multi-channel campaign in the United Kingdom to defend sales, share, penetration and loyalty at Christmas.

Aldi Stores: 2010-2019 – How taking an alternative path took aldi from shame to pride

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

German discount supermarket Aldi ran a ten year, multi-channel campaign in the UK to improve perceptions, grow sales and share, and become a top-five grocery retailer.

APAC is winning at e-commerce: Here’s how brands and retailers can win too

Article • Low Lai Chow, Event Reports, eTail Asia Virtual Summit, May 2021

APAC countries like China and Korea are shaping e-commerce trends, with consumers pivoting online more quickly than the rest of the world as the pandemic fast-tracks their initiation into digital.

Exploring the rise of ‘Lockhome Syndrome’ and its impact on shopping behaviours

Opinion • Dan Calladine, May 2021

Brands are developing tools and content designed to reach people spending more time at home, writes Dan Calladine.

What’s working in retail

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in retail.

What we know about point of purchase and in-store marketing

Article • WARC Best Practice, May 2021

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Emerging Stronger - Building Brands in a Transformed World

Article • GroupM, Research on WARC, March, 2021

This report considers how where brands can handle a world dominated by e-commerce, how global marketers can deal with the mass migration from linear TV to streaming services, and how brands can establish trust and credibility among consumers.

Digital Divide - The discord between marketers' actions and consumers' behaviors

Article • Upland BlueVenn, Research on WARC, May, 2021

Poor data quality, a lack of skills and knowledge, and a lack of data and tech are barriers preventing marketers from fully personalising marketing messages to an individual.

Emerging consumer behaviours reshape retention in Asia

Article • Greg Paull, WARC Exclusive, May 2021

Across Asia, fast changing consumer behaviours – such as e-wallets and a focus on convenience – are forcing brands to rethink customer retention strategies.

Indians look for free delivery and easy returns when shopping online

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of Indian consumers' online shopping motivations.

The power of brand relationship design: How to create meaningful post-purchase experiences

Article • R/GA, Research on WARC, April, 2021

The study surveyed 16,000 consumers in nine markets across six categories to uncover what makes for a long-term repeat customer.

E-commerce: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, April 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Three-fifths of Southeast Asians use social networks to learn more about brands and products

Data • Marte Aune, WARC Data Points (GlobalWebIndex), April 2021

An overview of online sources used by Southeast Asian consumers to learn more about brands and products.

How PepsiCo’s fresh approach to segmentation delivered e-commerce success during COVID-19

Article • Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021

PepsiCo, the food and beverage giant, successfully adapted its segmentation strategy in line with the growth of e-commerce during the COVID-19 pandemic.

A casual flirtation or a committed relationship? Assessing the post-pandemic stickiness of product subscriptions

Article • Research on WARC, April 2021

Assesses the post-pandemic stickiness of product subscriptions.

Understanding the five omnichannel shopping journeys that have taken root during COVID-19

Article • Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021

Store closures, interruptions to supply chains and shifting consumer priorities have together transformed the way people shop – and that means retailers have to transform the way they operate.

Why consumer attitudes about electric cars are about more than being green

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

A qualitative research project by Facebook and The Nursery explored the factors that might be encouraging or discouraging people from buying electric vehicles (Evs).

Growing together in Indonesia: How marketing collaborations benefit big and small brands

Article • Imperia Oktabrinda, WARC Exclusive, Spotlight SEA, April 2021

It is natural for Indonesian institutions and corporations to collaborate and create alliances because of common traditional values, says McCann’s Imperia Oktabrinda.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

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.
What we know about consumer decision making

Article • WARC Best Practice, December 2020

Looks at the processes through which people make decisions, often sub-conscious, instinctive and driven by bias, and how to work with these processes effectively.