Advertising best practice, evidence and insights

Planning each step of the funnel: How India’s brands can lead festive shopping

Article • Sangeeta Tanwar, Event Reports, Building Resilient Brands: India Festive Season 2021 Summit, October 2021

COVID-19 has impacted the consumer outlook for brands and panelists at InMobi’s Building Resilient Brands: India Festive Season 2021 Summit list the key strategies that marketers should focus on during this festive season to drive consumer spend.

Post-Covid strategies for brands: customer loyalty and retention

Article • Clare Lawson, WARC Exclusive, October 2021

Through the COVID-19 pandemic, systemic changes have occurred in terms of how brands manage long term customer relationships.

Virtual Signalling: What virtual status can tell us about the future of brands

Opinion • Patricia McDonald, October 2021

Consumers’ desire for entertainment, novelty and status can be realised just as effectively without the physical footprint that is proving so damaging to the planet, explains Patricia McDonald from Dentsu Creative.

Post-Covid strategies: Customer acquisition

Article • Simon Cox, WARC Exclusive, October 2021

The digital acceleration caused by COVID-19 requires brands to double down on digital experience to boost customer acquisition.

Driving effectiveness with direct mail: Making a physical impact in a digital world

Article • WARC Exclusive, October 2021

This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.

Purpose reimagined: Winning the war on brand purpose in a post-pandemic world

Article • Flaviano Faleiro, WARC Exclusive, October 2021

There is a new breed of consumer, says Accenture Interactive’s Flaviano Faleiro, who will support companies whose brand purpose aligns with their beliefs and reject those that don’t.

Social commerce: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, September 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

2021 MENA Strategy Report: Insights from the WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2021

Insights and themes from the winners of the 2021 WARC Prize for MENA Strategy, an annual case study competition that rewards the region’s smartest strategic thinking.

What’s next for Singapore’s marketers as social commerce grows

Article • Aniket Basu, WARC Exclusive, Spotlight SEA, September 2021

Amid the increasing use of social platforms to buy and sell products and services, Essence’s Aniket Basu examines the opportunities across social commerce platforms in Singapore.

Deep diving into social commerce and its embrace in Southeast Asia

Article • Neeraj Gulati, WARC Exclusive, Spotlight SEA, September 2021

Entropia’s Neeraj Gulati examines the evolution of social commerce and how it has become an always-on shopping mindset backed by the human experience of community, conversation and validation.

Pop to shop: Where culture meets commerce

Article • Jasmine Wong , WARC Exclusive, Spotlight SEA, September 2021

Initiative’s Jasmine Wong looks at how the convergence of shopping opportunities with cultural inspiration has accelerated and is set to impact marketing.

Social commerce in Indonesia: Trends, challenges and how to win hearts

Article • Gianinna Agustina and Jody Ridwan, WARC Exclusive, Spotlight SEA, September 2021

Social commerce is a natural fit with Indonesian consumer behaviour but Gianinna Agustina and Jody Ridwan Juniarsyah of romp Jakarta say brands must provide a better online shopping experience for consumers to fully embrace it.

The art of storyselling: Social commerce in Thailand

Article • Raveena Udasi Mathew, WARC Exclusive, Spotlight SEA, September 2021

OMD Thailand’s Raveena Udasi Mathew looks at how to reignite the art of storytelling in this modern age of data-driven marketing and e-commerce.

Consumers have more positive experience when shopping online

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of customer experiences when shopping online and in-store.

Behind the winning idea: Lexus – Small business drive

Article • Fergus O'Carroll, Jerome Ooi and Terence Ling, WARC Exclusive, September 2021

In this episode of Behind the Winning Idea, we explore the strategy, execution and outcome of Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in the 2021 WARC Awards for Effectiveness.

IBM’s APAC marketing head on how to build a brand from scratch

Article • Josie Tutty, Event Reports, B2B Marketing Leaders Virtual Forum APAC, May 2021

Kyndryl is IBM’s new infrastructure services provider and the tech giant shares how it created the brand on a clean slate.

The future of SEO in fashion and beauty

Article • Tasha Amponsah-Antwi, WARC Best Practice, September 2021

E-commerce is causing fashion and beauty brands to adapt their SEO strategies.

Brave renewed world: How to take advantage of AR’s second coming

Article • Phil Rowley, WARC Exclusive, September 2021

Augmented reality technology is poised for a period of innovation and advancement.

A brand’s guide to innovating and surviving in the e-commerce world

Article • Sangeeta Tanwar, Event Reports, adtech Direct-to-consumer (D2C) and E-commerce conference, July 2021

As COVID-19 continues to significantly change shopping behaviour, brands will have to innovate to stay relevant and thrive.

Checkout errors: Why they deserve more of the APAC marketer's attention

Opinion • Jon Stona, September 2021

Stripe’s Jon Stona says the checkout process in e-commerce may seem like a small detail but its effect – in combination with other processes – can be significant for customer experience.

Brand and content: How Unilever keeps its focus on the consumer

Article • eTail, WARC Exclusive, September 2021

Unilever’s global e-commerce director of health and wellbeing Anusha Babbar shares how the consumer goods giant approaches brand equity, meaningful content, customer experience and e-commerce issues.

China’s Saturnbird: Brewing coffee with culture and creativity

Article • WARC Exclusive, Spotlight China, June 2021

Popular Chinese coﬀee brand Saturnbird is driving growth with an evolving consumer-centric strategy that emphasises creativity and community connections.

The new frontier of customer experience in Australia

Article • Michelle Grujin, WARC Exclusive, Spotlight Australia, August 2021

Accenture’s Michelle Grujin examines how the pandemic has created “reimagined” consumers who are actively changing their habits and creating opportunities for brands to reset strategies and meet new customer expectations.

Rightmove: Making the right moves on digital customer experience

Article • Anna Hamill, WARC Exclusive, August 2021

Rightmove, the online real estate search portal, is upgrading its digital customer experience to be present at every part of the house hunting journey.

Five fundamentals for creating successful augmented reality campaigns

Article • Keith Soljacich, WARC Exclusive, August 2021

Looks at augmented reality – which combines the virtual with the real world – and how it can best be used on behalf of brands.

Customer centricity & CX