Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.
David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.
Tesco has been one of the UK’s biggest retailers for nearly forty years. One of its greatest assets, the Clubcard loyalty scheme, helped create an emotional connection to customers that was a major contributor to growth.
Stephen Whiteside, Event Reports, Breaking Brand, May 2019
Research by effectiveness experts Les Binet and Peter Field found that advertising can play a vital role for digital-first enterprises, even if these brands often diminish the role of paid-for communications.
Received opinion maintains that Gen Z shoppers are so digitally savvy that they shun in-store shopping, but that is a misconception and retailers stand to benefit if they adapt to meet the expectations of these young consumers.
Unilever is applying the learnings from its 2016 acquisition of Dollar Shave Club in some unexpected directions, including the development of a DTC approach to selling mustard, according to Keith Weed.
Nearly half (47%) of young US consumers aged 18 to 34 agree that they would consider signing up to a subscription box, the service that regularly delivers products to the home, a recent survey has found.
In this second part of a three-part series, Unilever’s outgoing Chief Marketing & Communications Officer, Keith Weed, discusses what Unilever learned from the Dollar Shave Club acquisition, and the consumer trends driving the future of FMCG.
Far from being the death knell of traditional retail, technology is playing a crucial part in re-inventing it, helping bring brands and stores closer to consumers, and several Asian markets are in the forefront of these developments.
Dan Calladine, WARC Exclusive, December 2018
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.