Article
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WARC Best Practice, January 2019
Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.
Article
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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.
Article
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Doreen Wang, WARC Best Practice, April 2018
Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.
Article
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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.
Article
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Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
News
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13 May 2019
Alibaba, the Chinese e-commerce giant, intends to expand its global reach by opening up its fast-growing AliExpress marketplace to retailers from more countries around the world.
News
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08 May 2019
E-commerce, and almost-everything-else giant Amazon is in talks with major US publishers concerning a deal that would see the company inject cash in return for overseas expansions of consumer oriented-shopping sites.
News
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03 May 2019
Faced with challenges from new disruptor brands around the world, FMCG giant Unilever is having to “play two games”, according to outgoing chief marketing and communications officer Keith Weed.
Case Study
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Diana Lopes, Emily Brydon, WARC Awards, Shortlisted, Effective Content Strategy, 2019
Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform to drive sales and customer engagement.
News
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25 April 2019
La Liga, Spain’s top-flight football league, is quietly making inroads across Asia, where its ambition is to become fans’ league of choice after their own domestic league.
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24 April 2019
Luckin Coffee is a coffee company best known as the one-year-old challenging Starbucks in China. The homegrown startup has now filed for an IPO in the United States, as it races to open more outlets than its Seattle-based competitor.
News
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24 April 2019
Juul Labs, the popular US e-cigarette company, is planning an expansion in the UK by positioning itself as a health product, following a deal with the Malboro maker Altria that valued the startup at $38 billion.
News
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19 April 2019
Amazon, the US e-commerce giant, has decided to close its online marketplace in China after facing stiff competition from domestic rivals, Alibaba and JD.com.
News
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18 April 2019
New plant-based, meat-free brands are targeting Asian food traditions, and Impossible Foods is finding success in taking its product to local restaurants rather than attempting to gain a foothold in retail.
Article
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Anna Hamill, WARC Exclusive, April 2019
In this final part of a three-part interview series, Unilever’s outgoing Chief Marketing & Commuications Officer, Keith Weed, shares the secret to successful localisation of brand purpose, and why sustainability has to be more than a brand message.
Case Study
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Adeola Kayode, WARC Awards, Shortlisted, Effective Social Strategy, 2019
Nigerian Breweries developed a ground-breaking campaign to attract consumer attention and drive volume sales of its Heineken brand in the cluttered World Cup period.
Article
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Low Lai Chow, Event Reports, Disruption in Food and Sustainability Summit, March 2019
Is the future of food meat-free? Impossible Foods and Quorn are taking plant-based meat alternatives to the masses.
News
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05 April 2019
Japan, France and Spain are emerging “hubs of growth” for Chinese brands seeking to expand overseas, although overall awareness of Chinese brands in international markets has declined over the past three years, a new report has found.
News
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01 April 2019
Netflix, the video-streaming service, wants to keep an edge over its competitors by tapping different storytelling techniques from around the world and sharing them with global audiences, the company’s CEO has said.
News
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18 March 2019
Rakuten, the Japanese e-commerce giant, is ramping up its challenge to Amazon and Netflix with plans to expand its video-on-demand service in Europe, at the same time as teaming up with four major TV manufacturers to embed a special Rakuten button ...
News
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11 March 2019
Lazada, the Southeast Asian e-commerce platform owned by Alibaba Group of China, plans to expand its cross-border operations for international brands with the promise of helping them to grow their business and achieve higher visibility of their ...
News
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07 March 2019
In a move aimed at bringing experiential shopping to Chinese consumers, US toy shop giant FAO Schwarz plans to open its largest flagship store in China’s capital.
News
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01 March 2019
Spotify, the music-streaming giant, made its debut in India this week with a range of new features that the Swedish company says are “finely tuned” to the personal tastes of music fans in the country.
Article
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Research on WARC, January 2019
China remains the world’s largest contributor of new ad dollars despite rapid consumerisation, though its advertising intensity has trended down to a prospective 0.67% GDP in 2019.
Case Study
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SABRE Awards, Crisis Management, In2, 2019
Discover Puerto Rico, the island's official tourism body, increased vacation package sales and improved perceptions of the island a year after Hurricane Maria by using travel influencers to highlight its progress.
