Personalisation

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Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Article • Cecelia Girr, WARC Exclusive, April 2021

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

When creativity is sidelined in e-commerce, here’s how to take back control

Article • Low Lai Chow, Event Reports, Spikes Asia X Campaign, February 2021

Marketers who believe in only the short term have sidelined creativity, says MediaCom’s Josh Gallagher.

Are you listening? Synthetic voice and the future of audio advertising

Article • Silke Zetzsche, WARC Exclusive, March 2021

How brands can use synthetic voice in dynamic creative advertising.

The next evolution of ABM for B2B

Article • Ken Stout, WARC Best Practice, March 2021

Looks at the evolution of Account-based marketing for the individual (ABM-i), a personalized approach to account-based marketing that goes beyond the account level to identify and tailor messaging to individual business stakeholders.

How Prudential responded to changing retirement needs during COVID-19

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020

Prudential, the financial-services provider, had to rapidly adapt to the changing needs of participants in its retirement plans during the COVID-19 pandemic.

Getting the most out of DCO

Article • Paul Porter and Oliver Feldwick, WARC Best Practice, March 2021

DCO should live up to its name – as a dynamic and creative way to make the most of data to deliver optimal creativity for brands.

Has Dr Martens become too big for its boots?

Opinion • Vanella Jackson, March 2021

Vanella Jackson wonders whether Dr Martens’ recent IPO will affect consumer perception of the brand, and looks at how it might continue to protect its brand status as it moves forward and expands.

Advertising in 2030 after the impact of 2020

Opinion • Lee Walsh, March 2021

Making public predictions is a notoriously embarrassing pursuit – think the Titanic is unsinkable and the iPhone will fail. Now with COVID-19, e-commerce, the ethical use of algorithms, and social and environmental issues, among other issues, predicting the next 10 years will be even harder. But Lee Walsh argues that APAC brands that thrived during the pandemic should be able to adapt.

Nike: Next% Speed is Your Currency

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Nike, a sportswear brand, launched its new product Next%, the fastest running shoe yet, in China with a data-driven campaign that focused on creating mass belief in Nike's product superiority.

Manulife: Increase Your Odds of Survival

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Manulife, an insurance company, promoted its product offerings during the COVID-19 pandemic in Hong Kong through sponsored articles and high impact media placements that show how it can help.