International marketing

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Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Shortlisted, 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.

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.

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.

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.

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.

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.

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.

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?

The Guardian Weekly: Berlin Takeover

Case Study • DMA (UK), Gold, 2020

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

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 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.

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.

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”.

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.
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.
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.
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.