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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.

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.

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.

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.

위기 상황에서 장기 및 단기 목표의 균형을 맞추는 방법

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.

Mastercard’s four trends that will frame 2021

Article • Brian Carruthers, Event Reports, CES 2021, January 2021

The Harris Poll, the research firm, teamed up with payments brand Mastercard to look at what the post-pandemic future might hold for digital commerce and the payments category in the US.

‘Touching fish’ challenges 996 in China

News • 20 January 2021

China’s culture of long working hours is again under criticism following the recent deaths of several tech company employees, but there are signs that a younger generation is fighting back.

Brands need to adapt for a new wave of online shoppers in KSA and UAE

News • 19 January 2021

Up to a quarter of online shoppers in KSA and UAE are new to the experience and started as a result of the pandemic.

Learning to love the fourth space

News • 15 January 2021

Pandemic and lockdown has led to a further blurring of the boundaries between work and home and what was the third space; a report from Trajectory posits the development of a fourth space.

E-commerce and the future of effectiveness in KSA and UAE

Article • WARC Exclusive, January 2021

Examines the trends developing through the growth of e-commerce during the COVID-19 pandemic in the Kingdom of Saudi Arabia and the United Arab Emirates.

Carat Trends 2021: 정서적으로 지적인 마케팅의 해

Article • Research on WARC, January 2021

이 문서는 2021년 스마트하고 정서적으로 지적인 경험을 구축할 수 있는 방법에 대해 생각할 시작점을 제공한다.

Why you need a proactive insights agenda

News • 05 January 2021

When the pandemic and lockdown hit the UK, the research team at the Nationwide Building Society didn’t wait for a brief but began a diary project which is informing future strategy in several areas.

Where tech heads in 2021

News • 05 January 2021

Predictions for 2021 look very different from those made for 2020, as much of the world grows accustomed to life under COVID-19, tech will help us live life firmly at home.

The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.

Advertising during the corona crisis

Article • DVJ Insights, Research on WARC, January, 2021

The COVID-19 crisis prompted heavy use of the word 'together' in advertising, to convey empathy.

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.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
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.
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.
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.
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.