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What we know about pharma and healthcare marketing in the US

Article • WARC Best Practice, July 2021

Examines pharma and healthcare marketing in the US in light of the the COVID-19 pandemic, which has highlighted the deficiencies and inequities of the US healthcare system.

OMD: Navigating the pandemic signals H1 2021

Article • OMD, Research on WARC, June 2021

OMD is continuing its Signals series, focusing on the key external influences on consumers throughout 2021 so far.

COVID-19 prompted the rise of the citizen shopper, here’s how marketers can engage them

Article • Heleana Blackwell, WARC Best Practice, June 2021

The pandemic has brought about a collective awareness of ‘shadow pandemics’, which has given rise to a new cohort - the citizen shopper.

GSK’s Jim DeLash on B2B marketing of vaccines, and reaching the other 90%

Opinion • Cathy Taylor, May 2021

2021 is the year of the vaccine – and the year of vaccine branding. Never before has there been such high consumer awareness of vaccine brands.

Consumer perceptions of the COVID-19 vaccine, vaccine hesitancy, and the implications for marketers

Article • Michael Hurwitz, WARC Exclusive, Spotlight US, May 2021

Looks at the issue of COVID vaccine hesitancy in the US and how to convince hesitant people to get vaccinated.

Gwinnett County Government: Listen To Gwinnett Moms

Case Study • SABRE Awards, Gold, North America, 2021

Gwinnett County Government, a government district in the state of Georgia, encouraged its residents to take preventative measures to reduce the spread of COVID-19 through a campaign that used real Gwinnett mothers to spread the message.

Washington State Department of Health: COVID-19 Campaign

Case Study • SABRE Awards, Gold, North America, 2021

The Washington State Department of Health, a state agency of Washington, launched a multilingual campaign in the US to encourage people to follow all the safety measures in place to prevent the spread of COVID-19.

New Jersey Department of Health: For Each Other For Us All

Case Study • SABRE Awards, Gold, North America, 2021

The New Jersey Department of Health (NJDOH), a governmental agency, increased testing and contact tracing in the state to reduce the spread of COVID-19 by launching a multichannel targeting campaign.

How data impoverishment continues to deepen the digital divide

Opinion • Richard Neish, April 2021

The past year has seen an increase in streaming and a surge in e-commerce. Behind those headlines, however, the reality is very different for many people, says Richard Neish.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

FDA: One Leaves

Rankings • WARC Media 100, 2021

The FDA, a US government body, engaged with teenagers by using a gaming to show them the dangers of smoking.

Lessons from China's recovery post-Covid-19: Consumer goods and service sector analysis

Article • Euromonitor Strategy Briefings, March 2021

Looks at China'a recovery post-Covid-19 across a range of sectors, including travel, consumer health, beauty and personal care and retailing.

CODAC: A One-Man Basketball Team

Case Study • WARC Cases, WARC Prize for Chinese Strategy, Gold for Category Disruptor Award, 2020

The China Organ Donation Administrative Center witnessed progress in organ donation rates after advocates from Tencent and Loong tracked five recipients down to execute an unusual basketball-themed stunt.

Wellness redefined: Fostering wellbeing through digitalisation and technology

Article • Euromonitor Strategy Briefings, February 2021

Examines the intrinsic link between digitalisation and technology and the evolution of wellness.

Cheil Worldwide’s Hansang Cho: Rethinking now is marketing for the post-COVID future

Opinion • Hansang Cho, February 2021

Covid-19 has effected seismic changes in consumer behaviour. Hansang Cho, head of Beta Institute, Cheil Worldwide, says marketers must place strategy that demands social discussion and interaction in the centre of this year’s marketing strategy.

Consumer sentiment on COVID-19 in 2021: Five actions for brands

Opinion • Mobbie Nazir, February 2021

A second ‘Roaring Twenties’ complete with ‘sexual licentiousness’ and ‘reverse religiosity’ is likely after the pandemic crisis passes following month after month of suspended social interaction, social epidemiologist Dr Nicholas Christakis, a Professor at Yale, colourfully predicts .

Is poor communication undermining the chances of success for COVID-19 vaccines?

Opinion • Kirstie Turner, February 2021

Vaccines against the coronavirus have been widely welcomed, but there are still plenty of doubters out there. Kirstie Turner, of health communications agency Page & Page and Partners, ponders how to address a wave of misinformation and falsehoods.

The now and the next: Advice for pharma marketers in the new normal

Opinion • John Kenny, February 2021

Processes, communication, the standard system of providing healthcare, and especially relationships … it’s all been disrupted by the COVID-19 pandemic. We continue to live and work in a state of evolution and uncertainty. What hasn’t changed, though, is the importance of connections, relationships, and the flow of information between the pharmaceutical industry, healthcare professionals (HCPs), and patients.

EDGES 2021: 40 Cultural Shifts Shaping Our World

Article • Backslash, WARC Trends, February, 2021

The COVID-19 pandemic has triggered a cosmic reshuffle of global realities, social norms and individual beliefs.

Better For You Packaged Food in the US

Article • Euromonitor Strategy Briefings, January 2021

A category analysis of better for you packaged foods in the US.

The changing role of loyalty post COVID-19 and the end of the cookie

Article • Oliver Feldwick and Heleana Blackwell, WARC Best Practice, January, 2021

During the COVID-19 pandemic people tried new shops, purchased alternative brands and explored new channels to meet their needs.

UK government taps new advertising tool

News • 27 January 2021

The content of government messaging around COVID-19 has frequently come under criticism, not so much the means by which it is distributed.

How brand leaders can hold on to their advantage

Opinion • Andrew Wardlaw, January 2021

Throughout 2020, brand leaders in fast moving categories put on sales and share as shoppers defaulted to the familiar while challengers were put on the backburner. But the dynamics are set to change once again. MMR’s Andy Wardlaw talks to behavioural psychologist Dr Sara Bru Garcia to find out how things might play out in the year ahead.

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.

How to balance long-term and short-term objectives during a crisis

Article • Mike White, WARC Exclusive, January, 2021

As COVID-19 stretches into 2021, brands are realising that plans put on ice in 2021 may no longer fit the moment.

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.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
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.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
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.
The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.