Article
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Research on WARC, April 2021
Assesses the post-pandemic stickiness of product subscriptions.
Article
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Michelle Watson, WARC Exclusive, April, 2021
Advises brands on how to blend in-store and digital commerce experiences to suit post-pandemic consumer needs.
Opinion
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Geoff Northcott, April 2021
AKQA’s Geoff Northcott, Jury President of the 2021 Creative Business Transformation Lions, explores how brands can embrace a transformational culture and unlock progress through creativity.
Article
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Anna Hamill, WARC Exclusive, April 2021
In 2015, Tesco – the UK’s biggest supermarket chain – was a brand in fundamental decline.
Article
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Siyoree Thaitrakulpanich, WARC Exclusive, Spotlight SEA, April 2021
Amid COVID-19, brands and organisations in Thailand have partnered up to quickly and efficiently provide for people’s everyday needs without having to re-develop their own capacities; Ogilvy’s Siyoree Thaitrakulpanich says brands and organisations realise they now have to really focus on the consumer and cannot get away with merely saying they care.
Article
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McKinsey & Company, Research on WARC, March, 2021
This report explores how consumer brands can enter the direct-to-consumer (DTC) space.
Opinion
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WARC, March 2021
Derek Tan, Chief Brand Officer, Carsome, tells WARC how the online used car trading platform has collaborated with partners from various industries to not only introduce innovation and convenience to its customers but also enhance its dealers’ user experience with the brand and most importantly, grow the brand.
Data
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Rob Clapp, WARC Data Points (GlobalWebIndex), March 2021
An overview of the brand actions that most appeal to Indian consumers.
Opinion
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Kam Phullar, March 2021
Marketers can be obsessed with the “next generation” of younger consumers, but the over 65s are an increasingly valuable customer base. The world’s population is ageing and it’s anticipated that one out of every five people in the world will be 65+ by 2050. And this group also holds an ever increasing proportion of global wealth, estimated to be around US$15 trillion .
Data
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Rob Clapp, WARC Data Points (GlobalWebIndex), March 2021
An overview of the brand actions that most appeal to Australian consumers.
Article
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Jon Buss, WARC Exclusive, March 2021
Offers advice for brands on how to organise information on the web.
Article
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Andreas Moellmann, WARC Exclusive, March, 2021
By integrating the various marketing disciplines, gugu sleep’s Andreas Moellmann says systemic marketing can optimise the marketing ecosystem to create more personalised customer journeys and respond to the challenges that traditional marketing faces from the rise of digital marketing.
Article
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Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, December 2020
Prudential, the financial-services provider, had to rapidly adapt to the changing needs of participants in its retirement plans during the COVID-19 pandemic.
Opinion
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Rohit Arora, March 2021
Customer Lifetime Value is a crucial metric in the marketing of modern services - Rohit Arora explores the core ideas.
Article
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Taranjeet Singh, WARC Exclusive, March, 2021
Criteo’s Taranjeet Singh says the pandemic introduced convenience to consumers through online shopping and they are now used to having faster and better services and having products delivered to them.
Opinion
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Gonzalo Brujo, March 2021
Gonzalo Brujo, Global President, Interbrand is on the Business-to-Business jury for the 2021 WARC Awards for Effectiveness, in association with LIONS. Here he talks about the importance of listening, what B2C businesses can learn from the B2B sector and how to develop digital brand experiences.
Article
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Brian Carruthers, Event Reports, LIONS Live, March 2021
L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.
Article
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Low Lai Chow, Event Reports, CX Trends, February 2021
COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.
Article
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Low Lai Chow, Event Reports, CX Trends, February 2021
Grab’s digital transformation before the onset of the pandemic allowed the ride-hailing company to be well-positioned to face the crisis.
Article
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WARC Strategy Toolkit, March 2021
Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.
Article
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WARC Strategy Toolkit, March 2021
This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.
Article
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Mudit Jaju, WARC Exclusive, March 2021
Explores the technology requirements for brands wishing to sell via social commerce.
Article
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Bryce Whitwam, Adjunct Instructor, New York University School of Professional Studies, WARC Exclusive, January 2021
China’s latest buzzword for the past year is 'Private Traffic' (私域流量), a phenomenon that has been getting a lot of attention recently, mainly due to the success of Chinese cosmetics company, Perfect Diary.
Article
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Brian Carruthers, Event Reports, Retail Week's Accelerating Ecommerce Week, February 2021
Retailers had to rapidly pivot to online shopping during 2020 and will have to further refine their e-commerce strategies in 2021.
News
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19 February 2021
Customer retention, rather than customer acquisition, is a growing marketing trend forced on brands by the coronavirus pandemic, and a new global study seeks to provide insights into how brands can win long-term relationships with consumers.
