Advertising best practice, evidence and insights

How to prepare for people’s response to a second wave

News • 23/09/2020

As the UK stares down the barrel of new national lockdown measures, it is likely that the emotions that surround it will become more complex over the next six months – here’s what brands need to know.

Pandemic drives willingness of more consumers to share personal info

News • 23/09/2020

More US consumers in 2020 are ready to hand over sensitive data like their social security numbers, financial and medical information, than in both the previous two years, according to the Advertising Research Foundation’s (ARF) third annual ...

Making meaning of lockdown: How brands can learn from the first wave of Covid-19 to predict and prepare for consumer response to a second wave

Article • Hereward Feldwick, WARC Exclusive, September 2020

Having reached a stage of acceptance, and a point in time when normality is beginning to return, many people are now in a mindset that the worst of the Covid-19 pandemic is over.

A three-phase journey into the hearts and minds of Indians during the lockdown

Article • Research on WARC, September 2020

Provides insights from over 180 conversations done by The Womb’s planners and researchers in the three phases of India's lockdown.

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.

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.

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.

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.

New frontiers in packaging technology

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19, packaging’s core functions of product protection and preservation have gained value in the eye of the consumer who suddenly worries about viral contamination and access to retail.

Voice of the industry: Travel after Coronavirus

Article • Euromonitor Strategy Briefings, August 2020

Highlights the results of Euromonitor’s Voice of the Industry: Travel and Tourism survey, alongside commentary and context from Euromonitor experts.

Healthy eating in a post-coronavirus world: A holistic view

Article • Euromonitor Strategy Briefings, August 2020

COVID-19 has put health front and centre, however, there is a tension between increased demand for health and wellness offerings (generally premium) and reduced discretionary spending.

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.

Brands must look long-term as COVID-19 alters SEA media consumption

Article • Scindya Datt, WARC Exclusive, August 2020

PHD’s Scindya Datt outlines the key shifts in Southeast Asia’s media consumption patterns and looks ahead to how brands can move beyond pandemic conditions.

Sound marketing and lessons learnt will help Australian brands thrive beyond the pandemic

Article • Mukta Lad, Event Reports, Nine’s The Big Ideas Store, July 2020

A discussion at Nine Australia’s The Big Idea Store looked at the marketing lessons taught by the lockdown across Australia.

Functional food and growing importance of labelling

Article • Euromonitor Strategy Briefings, July 2020

Provides a global outlook of functional food, including food as medicine, food with functional claims and labelling and regulations.

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.

How Mondelez is reformulating for Asian consumers

Article • Low Lai Chow, Event Reports, FIA Dialogues, July 2020

Snack food maker Mondelez is evolving its product portfolio to suit post-COVID trends.

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.

Advertising’s role in driving the recovery

Opinion • Keith Weed, August 2020

Adspend is set to rebound in the second half of the year and in 2021, but, says Keith Weed, the industry must continue to work hard to drive economic growth.

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.

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