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Smartfren: Mobile campaign wakes up Indonesia’s WOW generation

Case Study • MMA Smarties, Indonesia, Gold, 2021

Smartfren, the telecommunications company, wanted to increase brand consideration and engagement in Indonesia.

Influence and trust: Connecting with APAC’s fragmented social landscape

Opinion • Jesca Bantayan, January 2022

The future of influencer marketing in the region is promising and UM Philippines’ Jesca Bantayan says trust and authenticity will continue to be the most important currency that influencers have.

Content is still king in 2022: What APAC brands can do to create successful mobile experiences

Opinion • Cindy Deng, January 2022

The app economy boomed during the pandemic as people embraced a mobile lifestyle and App Annie’s Cindy Deng lists the trends that marketers should consider when delivering content to build engagement with their audiences.

What we know about social commerce in South-East Asia

Article • WARC Best Practice, January 2022

This article summarises the insights from a series of key papers on social commerce in South-East Asia, which is thriving in a mobile-first consumer culture, including wider trends in social media and the rise of messaging apps as commercial platforms.

Global Marketing Index: December 2021

Data • Zoe McCready, WARC Data, December 2021

This article summarises the results of the Global Marketing Index for December 2021, when marketing budgets reached the highest rate of growth since the inception of the Global Marketing Index.

Marketer's Toolkit: APAC Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the APAC market.

Oreo: Interests hack

Case Study • MMA Smarties, APAC, Gold, 2021

Oreo, a biscuit brand, launched a campaign in Indonesia to increase sales and penetration.

Cutting the million-dollar clutter for successful year-end holiday sales

Opinion • Kenneth Pao, December 2021

During the peak shopping period, Criteo ’s Kenneth Pao says brands can achieve greater success if they u nderstand what consumers value, combine the effectiveness of online and in-store for greater retail wins, and think outside the box with adtech tools.

Marketing approach mapping: How to determine the optimal marketing mix

Article • Sangeeta Tanwar, Event Reports, Forrester B2B Summit APAC, September 2021

When marketers lack visibility on how to achieve sales needs and targets, they may fail to determine which accounts offer bigger opportunities but one solution is approach demand planning.

How brands can create an omnichannel experience

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

Brands planning to combine offline and online hear what some experts say about creating an omnichannel experience for consumers during a panel discussion at FUTR Asia 2021.

Lenovo’s e-commerce strategy: Innovating through the pandemic

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

Lenovo’s Rajesh Thadani tells FUTR ASIA 2021 about the innovative ways through which brands can engage with their customers and shares what the technology giant is doing for its own customers.

Looking ahead: Key marketing trends brands should focus on

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

GSK Consumer Healthcare’s Shawn Roy examines the key consumer and marketing trends that brands need to look at over the next five years as the world moves from the pandemic to endemic stage of COVID-19.

Driving B2B business growth with upselling and cross-selling

Article • Sangeeta Tanwar, Event Reports, Forrester B2B Summit APAC, September 2021

Amid market disruptions, B2B (business-to-business) organisations need to take a defensive approach to retain and expand relationships with existing customers and acquire new customers to protect and grow their revenue, say Forrester principal analysts Renee Irion and Rani Salehi at the Forrester B2B Summit APAC.

Global Marketing Index: November 2021

Data • Zoe McCready, WARC Data, November 2021

This article summarises the results of the Global Marketing Index for November 2021, when APAC saw an increased rate of growth across all key indices compared to stable rates in Europe and the Americas.

The role of artificial intelligence and machine learning in food marketing

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

Kellogg Company’s Sanjib Bose tells FUTR Asia 2021 how artificial intelligence (AI) and machine learning (ML) can help the food industry grow and become more future-ready.

D2C and partnership: How brands can grow further

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

At FUTR Asia 2021, Lego Southeast Asia’s Rohan Mathur explained how direct-to-consumer (D2C) is the key to unlocking new growth opportunities while brand partnerships can be used to scale.

Reimagining the possibilities of a future grounded on purpose

Article • Prakash Kamdar and Carol Wee, WARC Exclusive, November 2021

Prakash Kamdar and Carol Wee of dentsu Singapore relate how the marketing communications company started its journey towards being a purpose-led business by ensuring it has a fundamental appreciation of the virtuous cycle of good and growth.

Marketers’ spend on gaming rises five times in two years

Article • Josie Tutty, Event Reports, Gaming Matters event, November 2021

2CV’s James Redden presented the latest WFA/2CV Gaming Demystified report at the recent Gaming Matters live event in Singapore.

Why OOH media is central to SEA e-commerce brands’ marketing plans

Article • Mehul Mandalia and Quinn Amalore, WARC Exclusive, November 2021

Moving Walls’ Mehul Mandalia and Quinn Amalore examine the effectiveness of Out-of-Home (OOH) advertising in Southeast Asia’s e-commerce marketing.

Social commerce 2021

Article • essence , Research on WARC, November 2021

A new report by Essence defines conversational commerce as the usage of apps such as WeChat and Facebook Messenger to communicate with customers in a “personal and direct environment”.

adidas: Winning retail search

Case Study • Josh Gallagher, WARC Media Awards, Gold, Best Use of Data, 2021

Sportswear manufacturer adidas grew e-commerce sales by almost 80% across APAC though a Google partnership that added price extensions to the brand's search results.

Gaming holds the key to purpose, engagement and new APAC audiences: Unilever

Article • Josie Tutty, Event Reports, Gaming Matters, October 2021

Presenting at Gaming Matters 2021, Unilever’s David Porter shared during the conference the consumer goods giant’s foray into the world of gaming marketing and its resulting experiences.

The importance of audience segmentation in SEA digital marketing

Article • Simon Samuel, WARC Exclusive, November 2021

ADA’s Simon Samuel examines the digital marketing landscape in Southeast Asia and how to apply the relevant audience segmentation with the different sources of data available.

Instagram is most popular for influencer marketing in Asia

Data • Rob Clapp, WARC Data Points (Curated), November 2021

An overview of influencer marketing trends in Asia.

Brand building at the speed of culture: The role of online video in Asia

Article • WARC Exclusive, November 2021

This study from WARC, in partnership with YouTube, looks at how brands in the APAC region have been keeping pace with shifting cultural trends and consumer behaviours to reach engaged customers with online video by uncovering common themes among winning YouTube Works campaigns.

Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
How to market to rural consumers in India

Article • Kunal Sinha , WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.
2021 Asian Strategy Report: Insights from the WARC Awards for Asian Strategy

Article • WARC Exclusive, October 2021

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Awards for Asian Strategy 2021.
2020 Asian Strategy Report: Insights from the WARC Prize for Asian Strategy

Article • WARC Exclusive, October 2020

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
Marketer's Toolkit: APAC Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the APAC market.