Advertising best practice, evidence and insights

Article • Euromonitor Strategy Briefings, April 2018

A regional overview of womenswear in Western Europe, with an analysis of key companies and brands and forecast projections for the future of the category.

What's working in supermarkets and grocery

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the supermarkets and grocery category.

What's working in department stores

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the department stores sector.

What we know about e-commerce and social commerce

Article • WARC Best Practice, January 2019

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

IHOb: The day IHOP flipped the script

Case Study • Elizabeth Hartley, WARC Media Awards, Entrant, Effective Channel Integration, 2018

IHOP, the restaurant chain, used a stunt built for social media and PR to generate buzz and increase sales in the US.

Burger King: Stories Ordering

Case Study • Case Studies on WARC, 2018

Burger King, the fast-food restaurant chain, allowed consumers to create their perfect McWhopper through the Instagram polls feature in Spain.

adidas Group (Clothing & accessories)

Article • Euromonitor Profiles, January 2019

Provides key details and analysis of Adidas AG in the clothing and accessories market.

McDonald’s disrupts seasonal advertising in China

Opinion • Chiara Manco, January 2019

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Retailers begin to take stock of Christmas trading

News • 03 January 2019

Early indications are that John Lewis, the UK retail chain, has come through the Christmas trading period in reasonably good shape, but analysts are less optimistic about the prospects for some of its high street rivals.

YouGov Ad of the Month – US: Best Buy

Opinion • BrandIndex, January 2019

For December, Best Buy was the brand that achieved the biggest uplift in Ad Awareness, according to YouGov's BrandIndex.

How Sam’s Club stepped up the customer experience

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Sam’s Club, the wholesale club owned by Walmart, has doubled down on the customer experience, and driven impressive results in the process.

Tophatter flips the e-commerce script to bring fun back to shopping

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Tophatter, the e-commerce platform, is pursuing a very different model than many of the industry’s major players.

How Bonobos built its menswear brand through redefining masculinity

Article • Stephen Whiteside, Event Reports, IAB Direct Brand Summit, October 2018

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.

McDonald’s relies on earned media to empower Asian-American connection

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

McDonald’s, the restaurant chain, has doubled down on multicultural marketing as seeks to be more nimble in this area.

Behind the ratings: Text mining of restaurants customers' online reviews

Research Paper • Susan (Sixue) Jia, International Journal of Market Research, Vol. 60, No. 6, 2018, pp. 561-572

Establishing the relation between online ratings and reviews provides a potentially inexpensive and effective way for restaurants to capture quality improvement hints from customers.

Taco Bell embraces fast-food geekdom to succeed

Article • Reed Karaim, Event Reports, TMRE, October 2018

Taco Bell, the quick-service restaurant chain, is seeking to find the right mix of behaving like a cult and mass-market brand.

Wayfair gets “scrappy” about research

Article • Reed Karaim, Event Reports, TMRE, October 2018

Wayfair, the online retailer focused on home goods, is using a “scrappy” approach to research as it seeks to understand consumers and generate valuable insights.

Meet Jetblack, Walmart’s personal shopping concierge service

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Walmart, the retail giant, is using a service called Jetblack to test the waters of digitally-driven, personalized shopping.

Data is about the leaps you can make with 'not enough' data: Harrods' CMO

Opinion • Amanda Hill, December 2018

Data doesn't tell you everything, warns Harrods’ Amanda Hill, who spoke to WARC as part of a series of interviews with CMOs from around the world for the Toolkit 2019 report. What are you proudest o...

Building a better fast-food experience: Fernando Machado on Burger King’s challenges for 2019

Opinion • Fernando Machado, December 2018

Burger King stays relevant by tapping what people are talking about and adapting technology to meet consumer needs, says Fernando Machado, who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Social selling is making a comeback: The Body Shop's Sam Thomson on the direction of retail

Opinion • Sam Thomson, December 2018

Sam Thomson of The Body Shop discusses CX, the role of the store, and a return to brand-building, as part of a series of interviews with CMOs for WARC’S Toolkit 2019 report.

Little Christmas cheer for UK retailers

News • 11 December 2018

A long-term decline in footfall in the UK high street shows no signs of reversing during the run-up to Christmas – more bad news for brick-and-mortar retailers who failed to make gains during last month’s Black Friday sales.

Keep understanding customers better: Uniqlo China's CMO

Opinion • Jalin Wu, December 2018

Consumer insight is the most important thing for apparel brand Uniqlo as it seeks to maintain its growth in China, says local CMO Jalin Wu who spoke to WARC as part of a series of interviews with CMOs for the Toolkit 2019 report.

Lessons from Macy's demise in China

News • 10 December 2018

Macy’s, the US department store chain, announced last week that it will close its store on Tmall, the huge online marketplace owned by Alibaba, in a move that effectively ends its presence in China – a market that had once seemed ...

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.