Christian Polman, Managing Director UK, Looping Group, looks at the growing importance of the ‘middle funnel’ in bridging both brand building and performance marketing using community engagement.
The discipline of experience is maturing rapidly in South Africa. The next step is to bring more localisation to experience efforts, says Joe Public’s Dan Herman.
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Adam Epstein, Mudit Jaju and Meg Nieves, WARC Exclusive, January 2022
WARC Talks the Marketer's Toolkit 2022 in a series of 5 podcasts covering the key themes identified in the report, with this episode focusing on the collision of brand and e-commerce.
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Euromonitor , Research on WARC, January 2022
The packaged food industry skyrocketed during 2020 and has reinforced the need to prioritise online strategies to succeed in an increasingly digital world.
Dr Marie-Claude Gervais, Director at The Foundation, asks whether ‘customer centric’ brands really understand who they are designing products and services for.
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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.
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Mukta Lad, Event Reports, FUTR Asia Summit, October 2021
Brands planning to combine offline and online hear what some experts say about creating an omnichannel experience for consumers during a panel discussion at FUTR Asia 2021.
This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.
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Mukta Lad, Event Reports, FUTR Asia Summit, October 2021
Lenovo’s Rajesh Thadani tells FUTR ASIA 2021 about the innovative ways through which brands can engage with their customers and shares what the technology giant is doing for its own customers.
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.
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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.
Case Study
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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
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Alison Chaltas, Norrelle Goldring and Jane Lattimore, WARC Exclusive, December 2021
Proliferating digital commerce channels mean brands need to de-average channels, touchpoints and shopper segments to create seamless experiences across the evolving customer journey.
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.
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Mukta Lad, Event Reports, FUTR Asia Summit, October 2021
The Australian sofa brand Plush’s expansion into the online space has delivered amazing results, said its e-commerce head, Ash Mehta, who revealed how the company pulled it off at FUTR Asia 2021.
This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
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.
