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Turning defence into attack: How Formula E built a new fanbase by embracing its biggest weakness

Case Study • APG (UK), Gold, 2021

Formula E, the electric street motorsport, launched a global campaign to grow its existing profile and global viewer base by 20%.

Stella Artois: The Art of Adaptability and The Birth of The Life Artois

Case Study • APG (UK), Entrant, 2021

Stella Artois, a lager brand, launched a worldwide campaign to become the world's most desirable premium European lager, grow or maintain sales, and expand into new territories.

Bumrungrad International Hospital: Local hero

Case Study • YouTube Works for Brands, Thailand, Small Budget, Big Result, 2021

Bumrungrad International Hospital, a hospital in Bangkok, launched a YouTube video that highlighted how it is treating patients from overseas safely amidst the Covid-19 pandemic.

NASA: Launch America SpaceX demo-2 & crew-1 campaign

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, NASA, a government agency, launched a media campaign to create a groundswell of enthusiasm for space exploration through positive media engagements, thus ensuring uninterrupted support of signature NASA programs.

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

Article • 岳樂（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.

The value of equality and inclusion: How P&G strives for social impact

Article • WARC, WARC Exclusive, August 2021

Denman Chan, P&G Hong Kong and Taiwan’s Equality & Inclusion Lead talks to WARC about the global FMCG giant’s work in building and creating positive impact in two markets.

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

Article • WARC Exclusive, Spotlight China, December 2020

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

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

Article • 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.

International heritage vs. China future: A cultural conundrum

Article • 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.

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

Article • 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”.

Harnessing localisation as the engine of global brand growth

Opinion • Matthias Gray, August 2021

The Olympic Games isn’t just a showcase for sporting prowess. It’s also a platform for global marketing, providing a beacon of best practice to which ambitious international brands – irrespective of how big they are, or how long they’ve been established – can aspire.

LEGO: Green Instructions

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

LEGO, a brand of plastic construction toys, launched its Green Instructions campaign in Poland, whereby it included additional instructions to existing LEGO sets which made objects more environmentally friendly.

Evvoli: Talking Italian

Case Study • Mir Damoon Mir, David Yaghoobi, WARC Prize for MENA Strategy, Entrant, 2021

Italian home appliance brand, Evvoli, unconventionally avoided localising its creative approach to successfully launch in Iran.

Saudi Telecom Company: Welcome to STC

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Entrant, 2021

Telco brand stc used a creative multi-channel execution to communicate developments as it relaunched across KSA, Kuwait and Bahrain.

Emirates Nation Brand: Mars shot

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Silver, 2021

The UAE's nation brand partnered Kevin Hart for its Mars Shot campaign, crowdsourcing a global quest to make the world better.

The value of authenticity: A marketing lesson by BTS x McDonald’s

Article • Bethany Bloch, WARC Exclusive, June 2021

Brands can get tips for their own marketing campaigns from the successful collaboration between Korean pop sensation BTS and fast food giant McDonald’s, says Mutant’s Bethany Bloch.

Brand in action: How Genki Forest plans to be the next Coca-Cola

Opinion • WARC, June 2021

Coming from an investment background, Uki Zhang, Genki Forest’s partner and head of functional brands and products, is now selling sparkling water and tea, as well as building a new energy drink sub-brand – she shares the disruptor brand’s plans to go global.

Speaking the local language: How Spotify tackled the India market

Article • Biprorshee Das, WARC Exclusive, June 2021

Since entering a crowded Indian market two years ago, Spotify’s India head of marketing Neha Ahuja shares how the audio streaming service is winning by leveraging local insights and speaking to consumers in a personal tone.

How the brand–endorser origin shapes brand attitudes and purchase Intentions assessing ethnocentric versus xenocentric mindsets and their impact on messaging persuasion

Research Paper • Dave D. G. Centeno, Journal of Advertising Research, Digital First, May 2021

This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.

What we know about multinational marketing

Article • WARC Best Practice, May 2021

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Global brands in China: The latest changes to note

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

Global brands eyeing the vast China market have to take note of how much the Middle Kingdom has changed over the decades – LVMH’s Andrew Wu lists the key trends and developments.

Power global efficiency and flexibility through multilocal workstreams

Article • Mena Nadaraja and Tyler Pietz, WARC Exclusive, April 2021

Multilocal marketing brings together local autonomy and global, tech-powered production efficiencies to enable global brands to reach local audiences with greater relevance and velocity – MediaMonks’s Mena Nadaraja and MightyHive’s Tyler Pietz outline the ways to execute a multilocal workstream.

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, Skyler Hubler and Asai Meyer, 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.

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.
Strategy Toolkit module 2: The role of the strategist

Article • 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.
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.
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, May 2021

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 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.