Cyrus Gilbert-Rolfe, WARC Exclusive, December 2021
This article explains how brands can create direct engagement with consumers, gather valuable consumer data, and showcase sustainability information through digital identities on products and packaging.
Amid market disruptions, B2B (business-to-business) organisations need to take a defensive approach to retain and expand relationships with existing customers and acquire new customers to protect and grow their revenue, say Forrester principal analysts Renee Irion and Rani Salehi at the Forrester B2B Summit APAC.
MRS Awards Papers, Finalist, Insight Management, 2021
BT, a telecommunications company, launched a campaign in the UK to develop a programme to immerse two senior executives and their teams in the customers' day-to-day lives and how they interact with the brand.
MRS Awards Papers, Finalist, Business-to-Business Research, 2021
DHL Express, an international courier, conducted a worldwide research study to measure the brand's reputation, identify if COVID-19 threats had harmed DHL Express and create a communicable reputation management narrative.
Akira Mitsumasu, Vice President, CX, Data Analytics and Global Marketing at Japan Airlines, will be chairing the Customer Experience category of the 2022 WARC Awards for Effectiveness . Here, he talks about how Japan Airlines helped travellers during uncertain times, the company’s increased focus on sustainability practices, and what he’ll be looking for in the category’s entrants. Akira Mitsumasu, Vice President, CX, Data Analytics and Global Marketing at Japan Airlines
Moving into the 2021 holiday season, consumers are looking to experience elements of the traditional while leaning into their "new normal," and marketers have an opportunity to incorporate this shift into messaging, digital touchpoints, and in-person experiences, says Jay Choyce Tibbitts, Social Strategist, Deutsch NY.