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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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

Opinion

As an essential foods brand, Kraft Heinz navigated 2020 from a unique position of operating within an in-demand category. APAC CMO Dhiren Amin speaks to WARC’s Gabey Goh for WARC Marketer’s Toolkit 2021 about emerging consumer trends, why not all brands need to have a social purpose and the fundamental challenge facing marketers in e-commerce.

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。 与联合利华中国公司的方军副总裁进行谈话,带给人更多的是关于“速度”的感受。作为传统快消品巨头,联合利华并没有因大企业普遍具有的沉重结构而让自己的转型与发展受阻,反而是在行业中走在了前面。从年轻消费者的社交玩法,到利用数据进一步挖掘营销机会,以及迎合数字渠道的内部架构改革,并开放胸襟拥抱初创企业的创新精神,提早执行全面的数字转型,让联合利华能够适应新的环境,在传统品牌资产与新的姿态结合下为消费者传递永不过时的体验。

Opinion

E-commerce platform Shopee found itself playing an increasingly central role in consumers’ lives thanks to COVID-19 and lockdown measures. Regional Head of Marketing, Agatha Soh, speaks to WARC’s Gabey Goh for WARC Marketer's Toolkit 2021 about staying relevant to users and what the future holds for live streaming and e-commerce in Southeast Asia.

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。 亿滋中国旗下的奥利奥品牌,源自海外,却已经成为深受中国消费者喜爱的饼干品牌。最近两年,它用10600块饼干搭建故宫模型、推出新奇本土口味饼干等潮流营销吸足了眼球。但不论在包装、创意、新品方面如何迭代,奥利奥仍然保持联系消费者、传递他们喜欢的故事的那颗营销初心。最近,亿滋全球揭开营销的下一个篇章,宣布转向以消费者为中心的策略。虽然在国际上人们认为这种人文关怀式的营销被谈论得过多了,但CMO Martin

Opinion

As the brand owner of Nokia, HMD Global navigated 2020 by leveraging a considered approach to meeting the needs of consumers.  CMO and Product Portfolio and GTM head (India),  Ruchira Jaitly speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021 about engaging with tribes, how omnichannel is the future and why marketers can’t be just marketers.