International marketing

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The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Revisioning your B2B campaign for China: Strategies, tactics and tools

Article • Mike Golden, WARC Exclusive, April 2021

Mike Golden, President, Brandigo (China), looks at how marketers in other markets can position B2B campaigns for success in China.

Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Article • Cecelia Girr, WARC Exclusive, April 2021

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

Food brands and their unwitting role in politics

Opinion • Brian Carruthers, March 2021

There are good reasons why F&B brands might want to adjust a recipe for different markets, but are they prepared for the possible consequences?

The beauty of innovation: How Asian beauty brands can grow in post-pandemic Europe

Article • Michael Chadwick, WARC Exclusive, March 2021

Asian beauty brands have made inroads into European markets long dominated by French brands and Cheil UK’s Michael Chadwick says they are well-placed to continue growing on the continent by leveraging on their strength in innovation and status as global tastemaker.

Strategy Toolkit module 2: The role of the strategist

Article • 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.

Four tips on how to tap into “localism” – a COVID-19 trend with long-term staying power

Article • Stephen Whiteside, Event Reports, LIONS Live, March 2021

Research by Cannes Lions, the events and content company, outlined several guidelines for engaging consumers in locally-relevant ways.

Lallemand Animal Nutrition: Bringing the Lallemand Brands Together - and to Life

Case Study • SABRE Awards, IN2, North America, Best in Identity Branding, 2021

Lallemand Animal Nutrition, a company that produces microbial strains for animal nutrition, created a unifying brand image, with a focus on performance.

How to be funny: A practical guide for brands from the most human agency

Article • BMB, Research on WARC, February, 2021

Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?

Liverpool FC scores international success

Case Study • DMA (UK), Bronze, 2020

Liverpool FC, a football club, increased sales of its own-brand products by releasing a series of targeted campaigns when purchase intent was high.

The Guardian Weekly: Berlin Takeover

Case Study • DMA (UK), Gold, 2020

The Guardian, a British newspaper, boosted sales in Berlin, Germany, by 84%.

The Chinese fast-fashion firms with eyes on US, EMEA

News • 11 January 2021

In search of growth beyond the ultra-competitive Chinese market, fast-fashion startups are looking at the rest of the world for expansion, and the potential to sharply undercut global leaders.

How can a brand ever belong in China?

News • 05 January 2021

Numerous international brands have come unstuck in the past couple of years with their messaging in China because they are failing to do their homework – and then they do it over again, says a leading creative.

Freeing China's luxury consumers from the annual ugly contest

News • 24 December 2020

Luxury brands need to become more curious about the Chinese aesthetic and stop offering surface-level takes on localising their offerings, says a “culture guru”.

Amazon Prime aims to expand cricket coverage in India

News • 15 December 2020

US streaming giant Amazon Prime Video has signalled its intent to grow its live cricket streaming service in India, ultimately challenging Disney’s leading position, reports the Financial Times.

Universal truths, Chinese contexts: Brands don’t need to culture-hack their way into China

Article • Jidi Guo, WARC Exclusive, Spotlight China, December 2020

Inner Chapter’s Jidi Guo argues that it’s time for foreign brands to take a serious look at where they fit within China’s changing culture and to stop seeking a way in via “culture hacks”.

A matter of taste? How brands should balance the old and new of China’s cultural consumption

Opinion • Jenny Chan, December 2020

From Coach’s purportedly “tasteless” campaign with Jeremy Lin to Balenciaga’s retro creative work dubbed as “tacky and offensive” – it seems like brands (luxury, in particular) just can’t do right in China, or are we too biased? WARC's China Editor, Jenny Chan, introduces a deep-dive into the insights you need to know.

Brands need to define and align their Principal Narrative in a new China

Article • Holger E. Metzger , WARC Exclusive, Spotlight China, December 2020

TMRC Impact’s Holger E. Metzger outlines why foreign brands need to invest time and energy into understanding the new narratives within China.

International heritage vs. China future: A cultural conundrum

Article • Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • Jeanette Phang , WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

Far side of the moon: What it will take to create a true Chinese global brand

Article • Reno L. Davis-Yue , WARC Exclusive, Spotlight China, December 2020

Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.

COVID boosts Chinese brands

News • 04 December 2020

For several years Chinese consumer sentiment has been shifting in favour of local brands and this has been accelerated by the coronavirus.

Home is still where the immediate future is

News • 03 December 2020

For all the optimism surrounding COVID-19 vaccines and their possible imminent deployment, mass distribution remains some months away; the home-based lives of 2020 will continue well into 2021 and brands will need to respond accordingly.

McDonald’s plans huge expansion of McCafé chain in China

News • 20 November 2020

Eleven years after opening its first McCafé in China, fast food chain McDonald’s plans to expand its estate of in-store cafés to 4,000 outlets on the Chinese mainland by the end of 2023.

The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
How international brands can succeed in China

Article • Doreen Wang, WARC Best Practice, October 2018

Provides insight into the behaviours and attitudes of customers in China and successful brand strategies that will give valuable guidance to any business that wants to enter the market.
What we know about multinational marketing

Article • WARC Best Practice, February 2020

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
How HSBC pursued a global rebranding program – and responded to a pandemic

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.
How global brands resonate across cultures

Article • Alessandra Cotugno and Sue Mizera, WARC Best Practice, April 2017

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.