Article
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WARC Best Practice, June 2019
Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.
Article
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WARC Best Practice, March 2019
Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.
Article
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John Sills, WARC Best Practice, October 2018
Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.
Article
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John Sills, WARC Best Practice, April 2018
Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Article
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Jamie Brighton, WARC Best Practice, January 2018
Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
Article
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Frank van den Driest, Steven Berkhout and Meghna Jain, WARC Best Practice, May 2017
This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.
Article
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Jonathan Earle, WARC Best Practice, February 2017
This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.
Article
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Stuart Crawford-Browne, WARC Best Practice, July 2016
This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.
News
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23 July 2019
Disruption is a good thing and marketers shouldn’t be scared of it, according to a leading automotive executive who sees opportunities to disrupt categories beyond his own.
News
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23 July 2019
Brands operating in China need to consider that competition in future will be focused on consumer time – effectively the only market that matters – and not on concepts such as product category or territory dominance, a leading ...
Research Paper
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Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446
Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.
News
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12 July 2019
Music streaming service Spotify has launched a simplified version of its main app in 36 markets across Asia, Latin America, the Middle East and Africa.
Article
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Brian Carruthers, Event Reports, MRS The Future of B2B Research, June 2019
Over five years Fujitsu’s Voice of the Customer program has become central to how the IT hardware and services giant operates.
Article
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Research on WARC, July 2019
Looks at the challenge of sustainable growth, finding that fewer than 6% of global brands grow market share over the first year.
Article
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Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
Marriott, the hospitality giant, transformed its approach to customer loyalty with a new platform called Bonvoy.
Article
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Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
As 5G connectivity becomes more widespread, the digital opportunities for marketers are likely to grow exponentially.
Article
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David Tiltman, WARC Webinars, July 2019
David Tiltman, VP of content at WARC, takes viewers through WARC's white paper 'Anatomy of Effectiveness', and the five key priorities for brand marketers and advertising agencies seeking to achieve greater impact.
News
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09 July 2019
Monzo, the UK-based fintech, continues to add customers both in the UK and now the US, but profits are yet to arrive as the challenger bank invests in staff and increased marketing spend.
Opinion
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Matt Holt, July 2019
Total brand experience requires a perfect blend of creativity and design thinking, says Matt Holt, chief strategy officer at Digitas UK.
News
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05 July 2019
Manchester United, the English Premier League football club, is seeking to engage its 100 million fans in China with new experience centres and the launch of a dedicated Chinese-language app.
Article
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Tahaab Rais, Admap, July 2019
Looks into the subtle cues of affluence emerging in today’s Middle East, where there is a big difference between being rich and being affluent – the latter speaks to something deeper and more meaningful.
Article
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Doreen Wang, Admap, July 2019
Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.
Article
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Dave McCaughan, Admap, July 2019
Looks at how, across Asia, there is a rising, still fast-growing middle, and more importantly upper-middle class who want a slightly better, rarer, more unique experience.
News
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28 June 2019
To be successful in future, brands will need to ditch long-held and generic demographic segmentation labels, such as ‘millennials’, and instead focus on needs-based communities and on how they can anticipate changes in the emotional ...
Article
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WARC Exclusive, June 2019
Provides a bite-sized summary of the industry trends picked up on by WARC at the 2019 Cannes Lions Festival.
