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Opinion

This month: the numbers behind what happened with e-commerce, gaming and connected TV in 2020, and how to respond in 2021.

Opinion

This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.

Opinion

Advertisers like Procter & Gamble and Visa have adapted their approach to sponsorship to meet post-pandemic consumer needs, writes WARC’s Alex Brownsell.

Opinion

As one of the world’s leading marketers, Marc Pritchard, chief brand officer at Procter & Gamble, is driving a transformational agenda of equality and transparency. He speaks with WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 on reinventing brands post-COVID, prioritising media transparency, and pursuing accountability on diversity. 

Opinion

For years, many marketers have bemoaned their lack of influence – or indeed, presence – in the boardroom and certainly battled to be considered the future CEO. Thankfully, over the last decade, the enlightened CMO and their partner CEOs have proven their impact when it comes to embracing new and smarter ways to assimilate consumer insight and behaviour and creating more efficient and beautiful ways of reaching their audience, which in turn converts to revenue and loyalty.

Opinion

Retail media is rising up the agenda, with brands dedicating more spend to performance channels. Cara Pratt, SVP at Kroger Precision Marketing, talks to Alex Brownsell for WARC Marketer's Toolkit 2021 about how the grocer is using customer data to close the loop between ad investment and customer purchase.

Opinion

Conny Braams, Unilever’s Chief Digital and Marketing Officer, stepped into the job just weeks before COVID-19 hit. She speaks to WARC’s Anna Hamill for WARC Marketer’s Toolkit 2021 about adapting the 4Ps for e-commerce, the relevance of brand purpose, and moving forward with innovation during a volatile period.

Opinion

With e-commerce booming in the wake of the pandemic, digital payments will be even more important in 2021. Lynne Biggar, Chief Marketing and Communications Officer at VISA, speaks to WARC’s Anna Hamill for WARC’s Marketer’s Toolkit 2021 about the digital commerce revolution, supporting small businesses, and hyper-targeting. 

Opinion

With events and the hospitality industry hit hard by COVID-19, alcohol brands were some of the most affected. Marcel Marcondes, US Chief Marketing Officer at Anheuser-Busch InBev – the world’s largest beer brewer  –  speaks to WARC’s Anna Hamill for the Marketer’s Toolkit 2021 about creativity in a crisis, relying on real-time insights, and the new consumption occasions that will define 2021.

Opinion

2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.

Opinion

Bills in favor of legalizing recreational cannabis use were passed in Arizona, Montana, New Jersey and South Dakota in early November, bringing the total number of states to do so to fifteen, plus Washington DC. 36 states have legalized medical cannabis over the last few years. Curaleaf, the largest cannabis brand in the world, sells its products through its own retail outlets and in dispensaries. CMO Jason White spoke with WARC’s Cathy Taylor for the Marketer’s Toolkit 2021 about Curaleaf’s trajectory.

Opinion

While wellbeing has been a top consumer priority for the last couple of years, the conflation of mental and physical health is emerging as a new focal point. People aren’t just trying to cope with the mental toll of the pandemic (stress, anxiety, isolation), they are also deeply concerned about their physical wellbeing. Add in the fear of physical and mental safety concerns for friends, family and colleagues and it’s little surprise that wellbeing is a critical consumer sentiment.

Opinion

We humans are  hardwired to think short-term . That served us in good stead when we were hunter gatherers. But as we now confront the implications of years, perhaps centuries, of short-termism on our leadership, society and the planet, we realise that we need a new set of tools to help us.

Opinion

Writing for WARC’s Marketer’s Toolkit 2021, Mark Wagman, managing director at MediaLink, argues that brands will benefit from the death of the third-party cookie.

Opinion

In 2019, Simon Peel made headlines when he gave an in-depth account of his brand’s attempts to make its media investment more effective. Here, the Senior Director  –  Global Media at adidas speaks to WARC’s David Tiltman for the Marketer’s Toolkit 2021 about what’s changed during the pandemic, and how media strategy will evolve in 2021.

Opinion

Patagonia has been unafraid to set the agenda when it comes to brand purpose. Alex Weller, Marketing Director – Europe, speaks to WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 about Patagonia’s approach to brand purpose, long and short-term objectives, and evolving media investment following its boycott of Facebook.

Opinion

Les Mills International, the global fitness brand with iconic classes including BODYPUMP and BODYCOMBAT,  is embracing the new at-home economy. Les Mills’ Chief Marketing Officer, Anna Henwood, speaks to WARC’s Anna Hamill as part of WARC Marketer's Toolkit 2021 about the future of fitness, building a test-and-learn culture and scaling up direct-to-consumer offerings during COVID-19.

Opinion

Video consumption soared during lockdown, including a notable spike in viewing on connected TV devices. Erica Probst, YouTube’s Head of Sales for UK and Ireland, talks to Alex Brownsell for WARC's Marketer’s Toolkit 2021 about how the platform is targeting both brand and activation ad dollars in 2021 and beyond.

Opinion

WARC Marketer’s Toolkit作为集合未来营销趋势和前瞻洞察的报告,一直致力于为CMO们来年的工作重心做出指引。在连续出版九年后,2020年WARC推出首部中国版报告,即《营销达人攻关册2021》,尤其是结合疫情所带来的经济动荡以及全社会所面临的其他国际、国内挑战的大环境,从STEPIC的六个主题——社会、技术、经济、政策、行业和创意的角度,以实效营销为主旨,为来年营销人的工作进行梳理并预测最先进的行动指南。 为丰富《营销达人攻关册2021》的专业性和实操性,我们在报告的制作过程中对中国市场上的众多主流品牌的营销执行官展开了系列深度采访。他们均在本报告中贡献了独特的见解和内容。WARC网站现将该系列采访的完整内容逐一呈现,让读者更方便地跟随每位受访专家的思路,感知每个品牌的成长历程。 综合性知识内容平台知乎当年以知识性问答的模式横空出世,成为炙手可热的新型社交平台。如今迎来十周年,知乎作为那个有趣的、出圈的社区,在商业化的道路上开始做更深入的探索。知乎的副总裁高强(Steven Gao,下图)喜欢从大的行业角度去思考如何通过内容价值的沉淀去助力品牌实现商业增长。在中国人口红利、流量红利已经到了天花板的时代,内容营销再度受到推崇,内容建设与商业结合的模式,为品牌沉淀口碑与认知度,这是下一个篇章中品牌们在解决如何活得好的问题当中需要考虑的事。

Opinion

WARC Marketer’s

Opinion

WARC Marketer’s Toolkit作为集合未来营销趋势和前瞻洞察的报告,一直致力于为CMO们来年的工作重心做出指引。在连续出版九年后,2020年WARC推出首部中国版报告,即《营销达人攻关册2021》,尤其是结合疫情所带来的经济动荡以及全社会所面临的其他国际、国内挑战的大环境,从STEPIC的六个主题——社会、技术、经济、政策、行业和创意的角度,以实效营销为主旨,为来年营销人的工作进行梳理并预测最先进的行动指南。 为丰富《营销达人攻关册2021》的专业性和实操性,我们在报告的制作过程中对中国市场上的众多主流品牌的营销执行官展开了系列深度采访。他们均在本报告中贡献了独特的见解和内容。WARC网站现将该系列采访的完整内容逐一呈现,让读者更方便地跟随每位受访专家的思路,感知每个品牌的成长历程。 葛兰素史克(GlaxoSmithKline,简称GSK)和辉瑞(Pfizer)在2019年8月1号全球进行整合,成立新的全球领先的消费保健品合资公司,GSK持有68%的控股权,辉瑞则持有32%的股份。新合资公司将两家公司的高度互补的消费保健品牌组合在一起,其中包括GSK消费保健品的芬必得、舒适达、扶他林、百多邦、辅舒良、保丽净、新康泰克、兰美抒,以及辉瑞健康药物的善存、钙尔奇、千林、惠菲宁、Imedeen、Emergen-C。葛兰素史克消费保健品大中华区首席营销官陈静(Mandy

Opinion

The Danish brewer and its subsidiaries have  benefited from relaxed social distancing measures, the rise of health consciousness, and the return of eating out and nightlife. Andrew Khan, Vice President & CMO at Carlsberg Group China, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about the gradual normalisation of operations and the importance of investing in your brand's share of voice during difficult times.

Opinion

WARC Marketer’s Toolkit作为集合未来营销趋势和前瞻洞察的报告,一直致力于为CMO们来年的工作重心做出指引。在连续出版九年后,2020年WARC推出首部中国版报告,即《营销达人攻关册2021》,尤其是结合疫情所带来的经济动荡以及全社会所面临的其他国际、国内挑战的大环境,从STEPIC的六个主题——社会、技术、经济、政策、行业和创意的角度,以实效营销为主旨,为来年营销人的工作进行梳理并预测最先进的行动指南。 为丰富《营销达人攻关册2021》的专业性和实操性,我们在报告的制作过程中对中国市场上的众多主流品牌的营销执行官展开了系列深度采访。他们均在本报告中贡献了独特的见解和内容。WARC网站现将该系列采访的完整内容逐一呈现,让读者更方便地跟随每位受访专家的思路,感知每个品牌的成长历程。 小米作为消费者最喜爱的品牌之一,不仅拥有今年双十一期间突破十亿元的成交额,还有为各品牌客户们打造的营销场景。在终端硬件发展越来越快、国内市场越来越细化的情况下,小米不断倒逼自己进行革新,用广泛的产品,在注重体验的前提下帮助品牌触达消费者。陈高铭(下图)从负责小米广告和商业业务的角度,强调未来融合科技和场景化营销的前景,在这个过程中,从营销人自身,到提供商、第三方等等,还有很多是需要整个行业链条上的各个参与方去做的。其中,推动一定规范和标准的建立,能够帮助整个行业更加健康良性地发展,也就能够进一步助力小米品牌的建设工程。

Opinion

Hangzhou Wahaha Group is a brand leader in China’s food and beverage industry. Cheng Gong, Deputy Director of Branding and Public Relations, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about China's health wave and reflecting how Wahaha (which means “laughing children” in Chinese) is catering to the changing habits of younger consumers while maintaining brand growth.

Opinion

Dairy giant Amul emerged from India’s lockdown in a much stronger position than before. RS Sodhi, managing director of the Gujarat Co-operative Milk Marketing Federation and owner of the Amul brand speaks to WARC’s Gabey Goh  for WARC Marketer's Toolkit 2021   about never going dark, meeting new consumer demands, being hyper-local and the organisation’s belief in long-term consistency.