Advertising best practice, evidence and insights

COVID-19 and race: Protecting data or saving lives?

Article • Richard Webber, International Journal of Market Research, Vol. 63, No. 5, 2020, pp. 528-537

This article uses the COVID-19 pandemic to demonstrate how our understanding of ethnic inequalities could be improved by greater use of algorithms that infer ethnic heritage from people's names.

Understanding the generational differences in how Thailand’s consumers live in the “new normal”

Article • Chalinee Hirano, WARC Exclusive, Spotlight Thailand, September 2020

New research from Far East Fame Line DDB breaks down how Thai consumers have adapted post-lockdown and outlines the differences across generations.

Getting to know urban Thailand’s new post-pandemic personas

Article • Suppakit Limboonsong, WARC Exclusive, Spotlight Thailand, September 2020

The economic impact of the pandemic will be heavy, but the Thais are resilient people, adept to change in creative ways, with opportunities for brands to thrive.

COVID-19 Conversations: Martha Boudreau, Chief Communications and Marketing Officer, AARP

Opinion • Cathy Taylor, August 2020

The AARP has a unique window into the wants, needs and media choices of older Americans. WARC ’s US Commissioning Editor Cathy Taylor talks to AARP CCMO and EVP Martha Boudreau about the COVID-19 pandemic, racial injustice and the upcoming presidential election.

Health, safety and the new hierarchy of brand experience

Article • David Frymann, WARC Exclusive, August 2020

Health and safety are now the new foundations of brand experience as brands navigate the regulations and expectations of COVID-19.

Clean, green and affordable: Striking a balance between sustainability, hygiene and value in packaging

Article • Ian Payne, Greg Clayton and Alex Baverstock, Research on WARC, August 2020

Corporate sustainability, consisting of environmental, social, and economic pillars – the ‘triple bottom line’ – isan important measure of the future viability of successful businesses.

The opportunity for sustainable rural growth in India’s COVID-19-driven reverse migration

Article • Gabey Goh, WARC Exclusive, August 2020

MART dissects the impact of COVID-19 and reverse migration on rural demand.

Charting the cultural path to re-opening: the Covid Compass for brands

Opinion • Rodney Collins PhD, August 2020

As countries ease and then tighten restrictions, the timetable to recovery remains uncertain. Dr Rodney Collins PhD considers how culture plays an outsized role in the responses that diverse peoples take to the re-opening process.

Keep your distance using behavioural science

News • 07/08/2020

In the ‘new normal’ people will frequently encounter social distancing issues; it’s an area fraught with problems for retailers and public transport operators but behavioural science offers some pointers.

Analysing the global impact of COVID-19 on the marketing industry

Article • James Clifton, WARC Exclusive, August 2020

The COVID-19 pandemic is likely to have a long-lasting impact on consumer behaviour and spending – viewpoints from China, US and Ireland explain how marketing and marketers have been affected in each region.

Brands need to break free from the “sameness” of COVID-19 response campaigns

Opinion • Aprajita Kalyani and Saachi Asthana, August 2020

The Dragonfly Market Research agency in India offers some guidance for how brands can lift the curse of “sameness” that has befallen brand communications since the start of the COVID-19 outbreak.

Brand communication in the post-COVID era: The new communication playbook

Article • Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020

COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.

GWI Coronavirus Research: Multi-market research wave 5

Article • Research on WARC, July 2020

The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.

Age group determines Singapore’s consumer approach to wellness

News • 30/07/2020

Singapore's healthcare market is poised grow to $29.8 billion in 2020, and more than double to $68.7 billion by 2029 according to market insights firm, Fitch Solutions.

Physical distancing: A behavioural science toolkit to aid physical distancing and people movement in a COVID-19 world

Article • The Behavioural Architects, July 2020

A significant part of the strategy to tackle the COVID-19 pandemic and reduce transmission of the virus is socialdistancing or, more aptly, physical distancing.

How to succeed in Singapore’s wellness market

Article • Havas and Ogury, Research on WARC, July 2020

The strategies and technologies you need to connect with wellness consumers.

Search marketing amid a crisis

Article • Bertie Miller, WARC Exclusive, July 2020

Examines the short- and long-term impact of the pandemic on online search behaviour.

'Fight the Virus. Fight the Bias' tackles racism against Asian Americans

News • 27/07/2020

A powerful campaign, entitled, “Fight the Virus. Fight the Bias”, is pushing back against a wave of racially-motivated acts of harassment and aggression suffered by Asian Americans in the wake of the COVID-19 pandemic.

McKinsey: Six behaviour changes to grasp for the next normal

News • 27/07/2020

A new report from the consultancy explores which existing trends have accelerated under COVID-19 and what new behaviours have emerged that marketers need to know.

What’s working in health & wellness

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in health and wellness.

“Fight the Virus. Fight the Bias” public-service campaign tackles prejudice against Asian Americans

Article • Stephen Whiteside, WARC Exclusive, July 2020

“Fight the Virus. Fight the Bias” is a campaign focused on tackling racism against Asian Americans and Pacific Islanders, which increased dramatically following the outbreak of COVID-19.

Reimagining marketing in the next normal

Article • Arun Arora, Peter Dahlstrom, Eric Hazan, Hamza Khan, and Rock Khanna, Research on WARC, July 2020

Report from McKinsey details how marketers need to adapt to long-term changes in consumer behavior due to COVID-19.

Pandemic lessons: What can your business learn about purpose?

Article • Cordão, Research on WARC, July 2020

Report from the strategy consultancy Cordão, in Brazil, that looks at lessons from the pandemic for marketers, with perspectives both from the Brazilian viewpoint and insights from other global brand experts.

Looking forward: Philippine predictions post-lockdown and beyond

Article • dentsu, Research on WARC, June 2020

The extended lockdown period has restricted physically visiting the workplace for many, socialization, travel and general recreation, which will change how we move, work, learn, live, play, travel and govern.

Looking forward: Predicting the picture of post-pandemic Philippines

Opinion • Bea Atienza, Berta Kwok and Yoni Caragay, July 2020

How mining shifts during the coronavirus pandemic became a creative spark for one planning team in the Philippines.

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