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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: 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.

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.

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.

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.

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.

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 identifying pain points along the Australian Defence Force's recruitment process led to breakthrough innovations

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

The Australian Defence Force (ADF), a military organisation, addressed three pain points in its recruitment process, which led to innovative breakthroughs.

Cadbury: Out of The Box

Case Study • Kurush Dastur, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Cadbury Celebrations, the confectionary brand, used in-store augmented reality to surpass its Diwali sales target in India.

Use packaging to better connect with consumers

News • 04 November 2020

With the pandemic having driven more retailers and brands online, innovative packaging is creating new marketing opportunities for savvy brands in China.

Manulife Singapore: Museum of Claims

Case Study • SABRE Awards, APAC, South-East Asia, Gold, 2020

Manulife Singapore, an insurance brand, launched its campaign Museum of Claims in Singapore to spark conversations about insurance and promote the brand.

How COVID-19 is affecting 2020 holiday shopping trends

Article • Jin Kim, WARC Exclusive, November 2020

Examines new shopping behaviors brought on by COVID-19 and how they are changing the holiday shopping season for consumers, retailers and brands.

What is connected packaging?

Opinion • Jenny Stanley, October 2020

Have you ever noticed a QR code on the milk carton, wine bottle or yoghurt pot? If you scan it with your smart phone camera – it will take you to a connected experience where you will find product information, discount codes, competitions and interactive games or virtual reality experiences.

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.

As connected packaging reaches tipping point: Six watchouts for brands

Opinion • Rob Hollands, October 2020

Rob Hollands, MD, SharpEnd outlines the opportunities and watchouts for brands looking to engage consumers through connected packaging.

Connecting through packs that matter: Innovative digitally-printed packaging in China

Article • Victoria Andersen, WARC Exclusive, November 2020

Innovative packaging can help businesses engage consumers with enhanced brand experiences through personalisation, interactive technology, such as QR codes, and 'unboxing' rituals.

The future of live sport – how brands can make an impact with new digital possibilities

Opinion • Mark Melling, October 2020

Digital fan experiences like the NFL’s ‘Watch Together’ synchronised livestream are reinventing the way in which consumers enjoy live sports content.

Augmented reality: An ally for digital marketing research

Research Paper • Cristina Leo and Francisco Calixto, ESOMAR Conference papers, Latin America, 2020

This paper examines the use of augmented reality (AR) to enhance a study into the price perception of products when viewed online as opposed to in the flesh.

What's working in AR and VR

Article • WARC Category Intelligence, October 2020

Global strategies, campaign updates and trends in AR and VR.

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 future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
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.
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.
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.