Article
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WARC Best Practice, January 2019
This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.
Article
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Martin Hayward, WARC Best Practice, April 2016
This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.
Opinion
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Cathy Taylor, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
Article
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Jo Bowman, WARC Exclusive, November 2019
Professors Jenni Romaniuk and John Dawes of the Ehrenberg-Bass Institute answer questions about the Laws of Growth and how to use them.
Case Study
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Tahaab Rais, Tala Arakji, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.
News
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12 November 2019
Tesco’s launch of Clubcard Plus last week takes the retailer’s long-running loyalty scheme into new territory, being a subscription option, and is the final piece in the turnaround engineered by CEO Dave Lewis.
News
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11 November 2019
French hospitality group Accor and Chinese e-commerce giant Alibaba have entered into a five-year strategic partnership to develop a series of digital applications and loyalty programmes to improve the travel experiences of Chinese consumers.
Article
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Brian Carruthers, Event Reports, Festival of Marketing, October 2019
Looks at how supermarket Tesco returned to profit after recording the largest ever loss by a UK retailer (£6.4 billion) in 2014/15.
Case Study
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Entrant, X (Global), 2019, MMA Smarties
Chiptole, a restaurant brand, created a connection with its audience in the US during the NBA finals by launching a campaign on Twitter offering a promotion every time a fan texted in unique words the brand had tweeted.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, Connection Strategy, 2019
Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.
News
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08 October 2019
Target Circle, the new loyalty program being rolled out by retailer Target, is the result of a test-and-learn mindset that has seen the company adapt this proposition in nuanced ways.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
Target, the retail giant, has drawn on lessons from strategic setbacks large and small to adapt its business in impactful ways.
Article
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Laurence Parkes, Admap, October 2019
Laurence Parkes, CEO of Rufus Leonard, looks at how to innovate through brand experience in this teaser video.
Article
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Laurence Parkes, Admap, October 2019
Explains how business leaders can unlock faster and more reactive innovation, building on existing brand equity and creating greater alignment with the core business.
Case Study
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ARF Ogilvy Awards, Silver, 2019
PACCAR Parts, a truck designer and manufacturer, reversed its loyalty programme growth plateau in the US by launching a machine learning system to help personalise its offer.
Article
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WARC Best Practice, September 2019
Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.
News
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19 September 2019
Branding, menus, pricing and location all play a role in consumers’ choice of QSR, but new research based on location data suggests global brands also need to look at population density and physical footprint – and finds that there is a high rate ...
News
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18 September 2019
Almost half of Vietnamese consumers are more likely to try new brands than they were five year ago, according to Nielsen research – a finding which is borne out by the shifts in Campaign’s annual ranking of Vietnam’s Top 100 Brands.
Article
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Gabey Goh, WARC Exclusive, September 2019
Over three-quarters of consumers in Singapore are open to trying new brands, posing a challenge for marketers seeking to build loyal audiences.
Case Study
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SABRE Awards, Asia-Pacific, Marketing to Youth, Gold, 2019
HONOR, the smartphone brand, worked with an artist to create an art instillation that contributed to the three million sales of the HONOR 10 phone globally.
Case Study
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SABRE Awards, Asia-Pacific, Digital Campaign, Gold, 2019
Air China, the airline, increased sales revenue by 13% after re-imagining the booking process with a focus on emotions for its customers in China, the UK, France and Germany.
News
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10 September 2019
The Australian Competition and Consumer Commission (ACCC) has raised concerns over how consumer data is managed in relation to loyalty schemes in the market.
Case Study
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Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Prize for Asian Strategy, Entrant, 2019
Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie brand to millennials in a fresh way and grow brand love.
Case Study
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Kartini Tapubolon, WARC Prize for Asian Strategy, Entrant, 2019
Retailer Tesco created ROLVA, an effective, data-driven tool that helped it drive consumers in Malaysia away from the giant competitor stores encroaching on its market share.
Case Study
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WARC Prize for Asian Strategy, Entrant, 2019
General entertainment network Star Plus wanted to drive loyalty in the highly competitive GE market in India to regain its position as the number-one channel.
