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Architecting the future of marketing in APAC: The use of mobile in the digital marketing mix

Data • WARC Data, September 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Guide to decoding consumer content preferences for brands

Article • Sangeeta Tanwar, Event Reports, Asia Tech x Singapore virtual conference, July 2021

Globally, mobile is emerging as the preferred device for media consumption and this shift from the big screen is accompanied by shorter attention spans, posing a problem for brands hoping to engage consumers.

Lifebuoy: Use any soap

Case Study • Jonathan Nienaber, Cleef Chong, WARC Awards for Asian Strategy, Shortlisted, 2021

During the Covid-19 pandemic, Lifebuoy, a soap brand, launched a campaign to promote using any soap brand to maintain hand hygiene across Asia.

How APAC marketers can encourage a business-wide reverence for brand

Article • Josie Tutty, Event Reports, B2B Leaders Virtual Forum Asia, August 2021

There are some ways that marketers can ensure “brand” gets the respect it deserves, according to the marketing chiefs of Experian, The Wall Street Journal and Allied World Insurance.

Checkout errors: Why they deserve more of the APAC marketer's attention

Opinion • Jon Stona, September 2021

Stripe’s Jon Stona says the checkout process in e-commerce may seem like a small detail but its effect – in combination with other processes – can be significant for customer experience.

The CMO’s guide to B2B attribution and reporting

Article • Josie Tutty, Event Reports, B2B Marketing Leaders Virtual Forum, August 2021

Some of Asia’s B2B marketers are finding marketing attribution and reporting to be a challenge, according to the marketing heads of Mercer and Adobe.

August maintains strong recovery in marketing budgets

Data • Rob Clapp, WARC Data Points, September 2021

An overview of global marketing budgets by region between January and August 2021.

Global Marketing Index: August 2021

Data • Zoe McCready, WARC Data, August 2021

This article summarises the results of the Global Marketing Index for August 2021, when the rates of growth for marketing budgets and trading conditions began to stabilise globally.

The value of equality and inclusion: How P&G strives for social impact

Article • WARC, WARC Exclusive, August 2021

Denman Chan, P&G Hong Kong and Taiwan’s Equality & Inclusion Lead talks to WARC about the global FMCG giant’s work in building and creating positive impact in two markets.

The new paradigm: From brand purpose to business purpose

Opinion • Jenn Chin and Caroline Wang, August 2021

On issues like DEI, sustainability and purpose, APAC needs to be part of the conversation not as an afterthought, but core to global business purpose. Uncommon Kind, in partnership with WARC, outline why in this introduction to a new series – Purpose Incorporated – which offers brands guidance and inspiration on how to convert intent to meaningful impact.

Moving brands and business to the right side of history: What agencies can do

Article • Andy Wilson, WARC Exclusive, August 2021

BBDO Asia’s Andy Wilson says that no matter where clients stand on the purpose debate, it is a debate that can no longer be ignored.

Rehumanising leadership: To rebuild a world we broke

Article • Jenn Chin and Caroline Wang, WARC Exclusive, August 2021

Jenn Chin and Caroline Wang say the intensified focus on DEI, Purpose & Social Impact shows how far we have strayed from the origins of leadership.

TBWA’s local talent development journey: Lessons and reflections

Article • Sean Donovan, Hui Tsin Yee and Jan Cho, WARC Exclusive, August 2021

TBWA’s Sean Donovan, Hui Tsin Yee and Jan Cho view diversity not as a journey with an end but a journey of commitment.

Doing good and doing better: How APAC brands are effecting meaningful change

Opinion • Gabey Goh, August 2021

WARC Asia Editor Gabey Goh introduces Purpose Incorporated, a special three-part series on how APAC brands can do good and do better, with Chapter 1 examining the mindsets and management of brands committed to effecting meaningful business change.

Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.

44% of SEA consumers play video games while watching TV

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), August 2021

An overview of multiscreening (activities done when watching TV) in Southeast Asia.

Disney+ adds 12.4m subscribers, mostly in Asia

Data • Rob Clapp, WARC Data Points, August 2021

An overview of Disney+, Hulu and ESPN+ video streaming subscribers.

Media Owner Profile: JCDecaux, Regions

Data • Rob Clapp, WARC Data Points, July 2021

This Media Owner Profile of JCDecaux includes data on advertising revenue by region and market.

Mobile gaming: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, July 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

Staying ahead of the game: How brands can appeal to SEA mobile gamers

Article • Rishi Bedi, WARC Exclusive, Spotlight SEA, July 2021

Mobile gaming in Southeast Asia has experienced exponential growth since the start of the pandemic in early 2020 and InMobi’s Rishi Bedi explains how to do advertising right in mobile gaming.

Not just entertainment: Gaming is culture

Article • Alasdair Gray, WARC Exclusive, Spotlight SEA, July 2021

BBH Asia Pacific’s Alasdair Gray explains why advertisers should connect with gamers to find out what gaming means to them and what their culture represents.

Brand in action: How Garena gets its game on with Southeast Asia’s brands

Opinion • WARC, July 2021

The mobile gaming scene in Southeast Asia is growing exponentially, thanks in large part to the ongoing COVID-19 pandemic and Singapore-headquartered game publisher Garena has a front row seat in one of the most active gaming regions in the world. Garena’s vice president, strategic partnerships Jason Ng speaks to WARC about the importance of localising engagement efforts with gamers and how brand partnerships with games are evolving.

Global Marketing Index: July 2021

Data • Zoe McCready, WARC Data, July 2021

This article summarises the results of the Global Marketing Index for July 2021, when long term growth across marketing budgets and trading conditions was evident across all regions.

Brand in action: How ONE Esports helps brands build authentic relationships in esports

Opinion • WARC, July 2021

The mobile gaming scene in Southeast Asia is growing exponentially, thanks in large part to the ongoing COVID-19 pandemic, and Singapore-headquartered ONE Esports, Asia’s largest championship esports series, has a front row seat in one of the most active gaming regions in the world. CEO Carlos Alimurung speaks to WARC about developing rapport with the region’s gamers and how brands should be enablers.

SEA gamers: How to reach the next level to capture their hearts and minds

Article • Cheeri Leo, WARC Exclusive, Spotlight SEA, July 2021

Southeast Asia has one of the largest and most active gaming markets in the world and Twitch’s Cheeri Leo shares how brands can level up their marketing strategies to do more with SEA gamers.

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.
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:
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.
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.
Nearly 90% of consumers have changed their behaviour because of COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of changes in consumer behaviour because of the novel coronavirus (COVID-19) in eight Asia Pacific markets and the UK and US.
Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Awards for Asian Strategy, Gold and Customer Journey Award, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.