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Game-changing tech: How it will power a safer Olympics

Opinion • Andy Edmonds, March 2021

The Tokyo Olympic Games may have been delayed by a year but technological innovations – accelerated by the COVID-19 pandemic – promise to make the event more immersive by bringing athletes closer to an even wider fan base.

Future gazing: Social commerce is the new e-commerce

Article • Maria Bain, WARC Exclusive, March 2021

Three key considerations for brands looking to sell products and services on social media platforms.

S-26 Procal GOLD: AR Book

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

S-26 Procal GOLD, a brand of growing-up milk, increased sales by launching an interactive augmented reality (AR) colouring book that provided an experience for mums and babies to share, differentiating the brand from competitors.

Grand Seiko: Making Luxury a Virtual Experience

Case Study • SABRE Awards, IN2, North America, Best in Digital Promo & Activation, 2021

Grand Seiko, a Japanese maker of watches, clocks and electronic devices, launched a wearable Instagram filter as part of a digital event to promote its new Toge Special Edition watch during the Coronavirus pandemic.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

Where societal trends intersect with media trends

News • 18 January 2021

Fear of going out, more local living, increasingly digitally connected lives and a new focus on data privacy provide the context marketers will be working in during 2021 – and all this in a polarised society, adds the annual Carat Trends report.

Carat Trends 2021: 정서적으로 지적인 마케팅의 해

Article • Research on WARC, January 2021

이 문서는 2021년 스마트하고 정서적으로 지적인 경험을 구축할 수 있는 방법에 대해 생각할 시작점을 제공한다.

Changing gears for the post-COVID shopper

News • 22 December 2020

Shoppable content and immersive commerce formats are increasingly important aspects of the online shopping experience for buyers unable or unwilling to venture into physical stores.

Where and how consumers shop in fashion and luxury goods

Article • Euromonitor Strategy Briefings, December 2020

Looks at the state of play in fashion and luxury, including the impact of COVID-19, crisis-driven changes and survival strategies.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

Shopping reinvented in home and garden

Article • Euromonitor Strategy Briefings, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

Why ‘hybrid’ events are a brand opportunity, not a fix-it for COVID

Article • Christophe Castagnera, WARC Exclusive, December 2020

For brands hamstrung by a lack of live events during COVID-19, ‘hybrid’ events can offer a way forward.

Why shoppable content is irresistible and impactful in the new normal

Article • Rico Chan, WARC Exclusive, December 2020

Shoppable content provides a frictionless ‘browsing-to-buying’ window for brands.

Gaming the system: Brands going virtual in the pandemic

Article • Maureen McLaughlin, ANA, ANA Magazine, December 2020

The shift to digital-first has sent brands – including Hellmann's, a condiment brand, Rock the Vote, a non-profit organisation, and Desperados, an alcohol brand – into the realm of videogames and virtual events to reach consumers.

How augmented reality is set to transform retail

Opinion • Faisal Galaria, December 2020

AR has been around for a while but, apart from the brief Pokémon Go craze, has never quite caught on with the public. The current shift to online shopping is about to change all that, says Blippar CEO Faisal Galaria.

Frisian Flag Indonesia: “Catch to Grow”

Case Study • Yoohyun Kim, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Frisian Flag 123, the toddler milk, captured the attention of a mobile-savvy audience with an augmented reality game in Indonesia.

Sunsilk: #Habamazing New Looks Everyday

Case Study • Kitty Faustino, Tricia Cruz, April Lagua, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Sunsilk, the shampoo brand, combined emerging AR-filter technology with a catchy hashtag to engage young women in the Philippines.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Audi: e-tron Has Landed

Case Study • Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Car manufacturer Audi used AR technology and Yahoo! TV to showcase the Audi e-tron, its first pure electric car in Taiwan.

Next-gen technology and the sports field: a new land of marketing and advertising opportunity

Article • Oliver Botti, WARC Exclusive, November, 2020

This article explores the new technology enabling more interactive and immersive sports content experiences.

How experiential marketing is evolving

Article • Chris Warren, ANA, ANA Magazine, November 2020

Anheuser-Busch has long relied on experiential marketing to strengthen consumer connections with its brands, yet the COVID-19 pandemic has halted in-person gatherings altogether and forced companies like Anheuser-Busch to adapt their approach to experiential marketing.

Amelia Island Convention and Visitors Bureau: Amelia Island "Moments" Campaign

Case Study • MMA Smarties, Silver, X (Global), 2020

The Amelia Island Convention and Visitors Bureau, a tourism board for Amelia Island in Florida, USA, launched a mobile-focused campaign to boost tourism.

Nescafe: From Tianyi with Love

Case Study • MMA Smarties, Gold, X (Global), 2020

Nescafé Smoovlatte, a bottled coffee brand, partnered with virtual idol Luo Tianyi to grow sales and brand love among a youth audience in China.

Volvo: S60 Concept Store

Case Study • MMA Smarties, Silver, X (Global), 2020

Volvo, a luxury automobile brand, aimed to reposition itself in the sedan category in Brazil.

LA Rams: AR Uniform Reveal

Case Study • MMA Smarties, Silver, X (Global), 2020

The LA Rams, an American football team, created the first-ever augmented reality (AR) uniform reveal over Snapchat in the USA.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
The WARC Guide to effective packaging

Article • WARC Best Practice, November 2020

A summary of new thinking and best practice on effective packaging, from the WARC Guide.
Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.