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Shorter travel trips to become more common in 2022

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of the average duration of holidays across seven countries.

China, South Korea, UK and Brazil lead e-commerce sales

Data • Rob Clapp, WARC Data Points (Curated), January 2022

An overview of e-commerce retail sales in key markets between 2019 and 2021.

41% of consumers prefer a mix of in-store and online shopping

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

An overview of shopping preferences across 11 countries.

American and Chinese consumers are most eager to travel

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

An overview of consumer travel plans across eight markets.

London School of Economics / British Council: Going beyond face value – understanding how citizens can support international cooperation

Case Study • MRS Awards Papers, Highly Commended, International Research, 2021

The British Council, Opinium, EPO and LSE collaborated to offer new methodological tools to understand values that shape the conditions for international cooperation in the UK.

Ory Laboratory: Avatar Robot Café

Rankings • WARC Creative 100, 2021

ORY Laboratory, a robot company, used robot technology in Japan to demonstrate how disabled people are able to work.

Band-Aid: Job-Hunting in Sneakers

Rankings • WARC Media 100, 2021

Plaster brand Band-Aid created a multiplatform campaign to appeal to younger consumers and, in the process, launched a new movement in the job-hunters' market in Japan.

Sendai Umino-Mori Aquarium: The Ocean: Future Masterpieces

Rankings • WARC Creative 100, 2021

Sendai Umino-Mori Aquarium, an aquarium with the theme of symbiosis with nature, drew attention in Japan to the problem of marine plastic pollution.

TUNA SCOPE and AI TUNA: TUNA SCOPE 2020

Case Study • AME Awards, Gold, 2021

Tuna Scope, an AI system, launched its AI tuna app in Japan and China to discern tuna quality using deep machine learning.

East Japan Railway Company: TRAIN'ing

Case Study • AME Awards, Bronze, 2021

East Japan Railway Company (JR East) launched a campaign in Japan to provide train passengers with the opportunity to contribute to their health beyond transportation.

Pantene: The hairy tale

Case Study • AME Awards, Silver, 2021

Pantene, a hair products brand, launched a campaign in Japan to improve brand perception, become a part of the cultural conversation and create unprecedented brand engagement.

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”.

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.

Japan Airlines’ Akira Mitsumasu: Marcomms will play a critical role in bringing confidence back to travel

Opinion • Gabey Goh, October 2021

As a brand in one of the hardest COVID-hit sectors, Japan Airlines (JAL) has remained steadfast during this ongoing turbulence. Akira Mitsumasu, VP - Global Marketing of JAL, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the airline is focused on its mission of helping people fly again and telling stories of rising above challenges. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .

Snickers: Take back the pleasure of chocolate

Case Study • Hiroaki Taki, Moeko Ito, Kaori Yatsu, WARC Awards for Asian Strategy, 2021

Confectionery brand Snickers grew sales of its single chocolate bar in Japan through a YouTube and Twitter manga-based campaign that highlighted the fulfilment gained from eating chocolate.

H&S: The Chase

Case Study • Julia Blomquist, WARC Awards for Asian Strategy, 2021

Anti-dandruff shampoo Head & Shoulders grew engagement, awareness and sales in Japan with a brand repositioning and new animated spokesman, Ando, on TV, digital and social media.

Seishin Plastic and Aesthetic Surgery Clinic: #UglyBlackBox

Case Study • Koichiro Tomita, WARC Awards for Asian Strategy, 2021

Japan's Seishin Beauty Clinic unboxed an innovative campaign to raise awareness of corrupt cosmetic surgery clinics, prevent future harm and convert potential victims to potential customers.

Visa: Brand role & sponsorship, reimagined

Case Study • Maya Nishitani, Chisa Kondo, Hiroaki Taki, Kaori Yatsu, WARC Awards for Asian Strategy, 2021

Credit-card brand Visa pivoted its communication strategy during the Tokyo 2020 postponement to increase cashless payment behaviours and the number of its contactless cards in Japan, with a TV, digital and outdoor campaign.

Tokyo Metropolitan Government: Agile communication for COVID-19 prevention

Case Study • Yosuke Yamauchi, Atsushi Takasaki, Aya Tsujimoto, WARC Awards for Asian Strategy, 2021

The Tokyo Metropolitan Government developed an agile communication model to drive behaviour change among residents and thereby reduce fatalities.

Audiences use an average of five video streaming services

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

An overview of AVOD and SVOD audiences in 2020 and 2021.

Nippon flower Council: Belated congratulations with flowers

Case Study • SABRE Awards, APAC, Gold, 2021

Nippon flower Council, a body that incorporates flower producers, distributors and retailers, created a new buying occasion amidst the COVID-19 pandemic in Japan by encouraging people to buy flowers for missed celebrations.

Saga Prefecture: Midnight temptation anime

Case Study • SABRE Awards, APAC, Gold, 2021

Saga Prefecture, a prefecture in the south of Japan, used animated videos to encourage tourists to visit the prefecture to try the local delicacies.

KDDI: Let’s connect Santaro

Case Study • SABRE Awards, APAC, Gold, 2021

KKDI, a telco brand, leveraged the therapeutic qualities of colouring to raise spirits during the COVID-19 pandemic in Japan.

Sunkist Growers: Sunkist Crossing – welcome to the grove

Case Study • SABRE Awards, APAC, Gold, 2021

Sunkist, a citrus cooperative, leveraged mobile gaming to replace experiential events to appeal to millennials in APAC.

Kura Sushi: Tuna scope 2020

Case Study • SABRE Awards, APAC, Diamond, 2021

Tuna Scope, an AI system developed by Dentsu that judges the quality of tuna based on the fish's tail cross sections, increased sales and generated worldwide media coverage.

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.