Advertising best practice, evidence and insights

Brand in action: How Florasis reinvented makeup with Chinese style and culture

Opinion • WARC, July 2021

Chinese make-up brand Florasis’ co-founder Freeman shares how it rode on the Chinese-ness trend to disrupt the market amid stiff competition and become an internet hit virtually overnight.

What brands can learn from how Headspace builds healthy routines

Article • Jo Bowman, Event Reports, Nudgestock, June 2021

The likelihood of affecting long-term behaviour change hinges largely on giving people the feeling very early on that they’re already making progress, according to Headspace.

Flex retail: How Australia is turning the page to a new chapter of retail

Article • Renata Yannoulis and Matthew Moran, WARC Trends, July 2021

TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.

Look, no heels! Retail considerations for the post-pandemic era

Article • Brian Carruthers, Event Reports, Retail Connected virtual conference, April 2021

Sets out the context in which retail marketers will have to work in the short-term and identifies trends and themes they will need to address.

Technology and retail: Get the balance right

Article • Asai Meyer and Terence Ling, WARC Trends, July 2021

TBWA\Hong Kong’s Asai Meyer and Terence Ling examine the balance that brands need to strike when applying advanced technology to retail operations.

The Great Wall of opportunity: Marketing insights from China’s census

Article • 黄卓颖，极致传媒大中华区首席策略官, WARC Exclusive, July 2021

Brands that get ahead of national policies which are based on data from China’s decennial census are the ones that often gain the most consumer traction in the market; Initiative China’s Abby Wong has insights for those planning their strategies.

Five ways to reinvent marketing post-COVID

Opinion • Jeannine Falcone, July 2021

Jeannine Falcone examines Accenture Interactive research to determine the five ways marketing can evolve for the post-COVID era.

The state of advertising identity

Article • Ian Hocking, WARC Exclusive, July 2021

Considers the various post-cookie advertising identity solutions available to marketers.

The journey from the post-third-party cookie wasteland to marketing utopia

Article • Siva Ganeshanandan, WARC Exclusive, July 2021

How marketers can prepare for the possibility of third-party data pipes running dry.

Gear up for the cookieless future

Article • Jen Gulling, WARC Exclusive, July 2021

Advice for brands as they evaluate first-, second- and third-party data sources.

Privacy and responsible data use: Patchworks, platforms, and people

Article • Arielle Garcia, WARC Exclusive, July 2021

An overview of the consumer data privacy regulation globally.

Refreshing rewards: How HEINEKEN USA reduced reliance on third-party data

Article • Sam Ngo, WARC Exclusive, July 2021

Beer brand HEINEKEN devised a strategy to gather first-party customer data.

Football and the art of delivering a customer-centric business experience at Standard Chartered Bank

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Standard Chartered Bank’s Pedro Sousa Cardoso shares how organisations can deliver an exceptional customer-centric experience by leveraging data-led insights inspired by the beautiful game.

Physical luxury in a digital world: How Rosewood Hotel creates authentic travel experiences

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Rapid digital transformation has helped to ease the hospitality industry’s pain during the sharp drop in business and travel caused by the COVID-19 pandemic, as shown by the Rosewood Hotel Group’s experience.

What’s working in travel

Article • WARC Category Intelligence, July 2021

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

Over 80% of ad execs want to take more control of their media spend

Data • Rob Clapp, WARC Data Points, July 2021

An overview of the advertiser strategies currently being pursued.

Building loyal customers on messaging platforms

Opinion • Abhishek Deshmukh, July 2021

With three-quarters of APAC customers keen to spend more with companies providing great customer experience, Zendesk’s Abhishek Deshmukh says it is important for brands to engage more deeply and efficiently with customers.

The experience renaissance: How experience will drive growth for APAC organisations

Article • WARC Best Practice, May 2021

Accenture Interactive’s Flaviano Faleiro says companies are moving from conventional customer experience (CX) philosophy towards a more holistic customer-centric strategy called the “business of experience” (BX) – an approach centred on delivering exceptional experiences that respond to customers’ frequently changing needs.

Achieving brand consistency in an omnichannel world

Article • John Clark, WARC Exclusive, July 2021

Brands today must have a digital presence, but one that is seamlessly integrated with digital and human touchpoints.

How Tesco adapted its “Every little helps” brand proposition to meet the demands of the COVID-19 pandemic

Article • Brian Carruthers, Event Reports, Lions Live, June 2021

Tesco, the UK supermarket chain, responded quickly to the various challenges posed by the COVID-19 pandemic, but it was only able to do so because it already had some “big ideas” in place and understood the needs of its customers.

Nestle’s post-pandemic focus: Agility, engagement, and DCO

Article • Robert Heeg, Event Reports, IAB Interact, May 2021

Tina Beuchler, Global Head of Media & Agency Operations, Nestlé on the challenges and opportunities in a changed world.

How should travel brands market to the post-COVID consumer?

Opinion • Steven Seghers, June 2021

Travel brands need to create immersive experiences, show their consumers empathy and provide them with the unexpected if they want to not only recover from the pandemic but be better than they were before, according to Hooray Agency’s Steven Seghers.

3 in 15: Brand-building and the Rise of Digital Commerce

Article • Lena Roland and David Tiltman, WARC Exclusive, July 2021

David Tiltman, VP of content at WARC, and Lena Roland, managing editor of WARC.com, talk us through the recent white paper launched by WARC.

How Diesel‘s HypeRoom revolutionised B2B buying platforms

Article • Sam Peña-Taylor, Event Reports, Lions Live, June 2021

Diesel, the Italian fashion brand, responded to lockdown restrictions on showroom visits from business-to-business buyers by creating a digital showroom experience that points to an e-commerce future which feels more like a videogame.

What's working in social

Article • WARC Category Intelligence, June 2021

Global strategies, campaign updates and trends in social.

Customer centricity & CX