Advertising best practice, evidence and insights

Article • Euromonitor Strategy Briefings, August 2018

Offers an industry overview of computers and peripherals in the US, which includes key trends and developments in addition to market data.

What’s working in mobile devices

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the mobile devices category.

What's working in gaming

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the gaming category.

New approaches to tourism marketing

News • 28/09/2020

The hard-hit travel sector has started exploring digital tourism experiences but marketers doing so need to consider the mindset or reason for travel rather than traveller types or specific audiences.

How mobile gaming is changing brand loyalty strategies

Article • Natasha van der Pas, WARC Webinars, September 2020

Natasha van der Pas, Senior Strategist at Wunderman Thompson, discusses how brands including Starbucks, Shell and Disney have successfully tapped into the use of mobile gaming to increase customer loyalty, and outlines the mechanics that will drive success.

What Twitter tells us about gaming in Asia

News • 21/09/2020

The lockdown witnessed not just an increase in gaming as more people were playing and using games as a way to stay connected, but also the growth of Twitter conversations around this topic, creating a huge opportunity to reach fans who don’t just ...

Samsung India: Good Vibes

Case Study • Kunal Ghosh, Sourav Ray, WARC Prize for Asian Strategy, Shortlisted, 2020

Electronics giant Samsung created an app to enable two-way communication between the deafblind and their caregivers and launched it in India using a digital campaign supported by cause advocates.

The plot thickens: How brands can integrate into in-game environments and build relationships

Article • Monin Techawachirakul and Gemma Calvert, WARC Exclusive, September 2020

New research from Nanyang Business School, NTU in Singapore outlines how well consumers respond to in-game brand interactions.

Smartphone sales in Asia Pacific take big hit from pandemic

News • 16/09/2020

Sales of smartphones by value were down 20% during the first seven months of the year in Asia Pacific, the latest data shows.

What Oracle’s TikTok deal means

News • 16/09/2020

News that ByteDance, the owner of TikTok, has reached a “technical partnership” with US tech firm Oracle for TikTok’s US operations opens the way for advertisers to continue spending on the platform.

Marketers can take LTV lessons from games companies

News • 15/09/2020

In terms of marketing team structure and ways of working, gaming companies are among the most advanced performance advertisers in the industry, and brands across categories can learn from their approach.

What marketers can learn from virtual Sentosa

News • 14/09/2020

Singaporean holiday island Sentosa successfully used gaming to maintain awareness and stay relevant despite being forced to close by the COVID-19 pandemic.

How consumers in Asia are using games to socialise and ‘normalise’ in the pandemic

Article • Mukta Lad, WARC Exclusive, September 2020

A discussion by the Mobile Marketing Association (MMA) and Twitter put forward insights around the untapped brand opportunities presented by gaming, especially amid the COVID-19 pandemic.

Huawei Technologies Co Ltd (Consumer electronics)

Article • Euromonitor Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of Huawei Technologies.

Why entertainment and gaming brands should partner

News • 11/09/2020

Entertainment brands that partner with gaming properties can generate great PR and a positive halo for the brand in the short term, while also shifting long-term brand perception, says a Havas executive.

COVID-19 conversations: Marie Gulin-Merle, VP - Global Ads Marketing, Google

Opinion • Anna Hamill, September 2020

Google’s VP for Global Ads Marketing, Marie Gulin-Merle, speaks to WARC’s Anna Hamill about adapting products based on insights, empathising with consumers, and reinventing the role of CMO during the COVID-19 pandemic.

PLAY NZ: How to gamify a country and playfully disrupt tourism marketing

Article • Matthew Moran, WARC Exclusive, September 2020

TBWA’s Matthew Moran offers a walkthrough of Tourism New Zealand’s PLAY NZ campaign and explores how tourism marketing can embrace new ways of storytelling.

Brexit, COVID and tech giants ‘biggest threat’ to UK advertising industry

News • 09/09/2020

Advertising leaders most fear the impact of the global coronavirus pandemic, along with the fallout and uncertainty over Brexit, a new report reveals, but they also remain concerned about the influence of US tech giants.

Why in-game advertising should be part of your media mix

News • 07/09/2020

One of the few growth areas during lockdowns around the world has been gaming, but current level of investment in in-game advertising does not reflect the opportunity; the latest WARC Guide explores why.

Marketing in the gaming ecosystem

Article • WARC Best Practice, September 2020

A summary of new thinking and best practice on marketing in the gaming ecosystem, from the WARC Guide.

What marketers can learn from mobile gaming advertisers

Article • Fintan Gillespie, WARC Exclusive, September 2020

Examines the performance marketing techniques used by mobile gaming app publishers.

Key considerations for marketers when investing in the gaming ecosystem

Opinion • Alex Brownsell, September 2020

It is easier than ever for brands to advertise to gamers, but marketers must be willing to understand this nuanced – and occasionally prickly – audience, writes Alex Brownsell.

How online games can help other entertainment brands to thrive

Article • Funto Debo-Aina, WARC Exclusive, September 2020

Discusses content partnerships between game and non-game entertainment brands.

Anatomy of a successful online game

Article • Riley Strand, WARC Exclusive, September 2020

How games like Animal Crossing and Call Of Duty are breaking through with mainstream players.

Marketing to gamers: Four lessons when targeting gaming audiences

Article • Mike Carlucci, WARC Exclusive, September 2020

A report by Kantar into how brands should behave when marketing to gamers.

Technology & electronics