Marketing management & leadership

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News • 09 April 2020

E-commerce and its ability to decrease costs and increase efficiency is well suited to times of crisis such as these, and while brands need to be mindful of lessons learned during the last recession, they also need to think about what they can do ...

One-on-one with Hunter Zhang

Article • ANA, WARC Exclusive, April 2020

Looks at Tencent's experience throughout the COVID-19 crisis through an interview with Hunter Zhang, director of corporate marketing and public relations at Tencent.

Marketers: Time to be a leader

News • 09 April 2020

At a time when marketing budgets are being cut, it’s imperative that marketers plan accordingly and are able to demonstrate to the C-suite the value of continued investment, according to a Singapore consultant.

Furniture expert Herman Miller designs a COVID-19 strategy for uncomfortable times

Article • Stephen Whiteside, WARC Exclusive, April 2020

Herman Miller, the furniture company, is seeking to adapt to new demands as the COVID-19 pandemic transforms its business-to-consumer and business-to-business opportunities.

WFH-wear is a new category in India

News • 08 April 2020

With many people now working from home, they may have hoped to escape the tyranny of the office dress code, but enterprising Indian retailers are repurposing their spring and summer fashion collections as WFH-wear.

Brands in a time of crisis: An interview with Oliver Feldwick

Opinion • David Tiltman, April 2020

As part of WARC's special series on Marketing in the COVID-19 crisis, David Tiltman, VP Content at WARC, interviews Oliver Feldwick, Global Head of Innovation, The&Partnership, to discuss how brands can respond to the threat of recession and start to prepare for post-COVID-19 times.

Birds Eye avoids freezing its branding efforts during lockdown

News • 08 April 2020

With media already bought for this month, frozen food brand Birds Eye has chosen to create a new and relevant campaign in just 18 days rather than going dark during the current coronavirus outbreak.

What, where and how much? Media effectiveness during COVID-19

Article • Jane Ostler and Maren Seitz, WARC Exclusive, April 2020

Five tips from Kantar for dealing with a rapidly changing media environment, and how to prepare for recovery after COVID-19.

Indonesia gets health-conscious amid COVID-19 pandemic

News • 07 April 2020

Consumers in Indonesia are shifting towards a more ‘health and hygiene’ focused lifestyle, according to a recent survey by SurveySensum in partnership with the Mobile Marketing Association (MMA), as the country continues efforts to stem the spread ...

Conagra Brands sees wave of new customers – and revival of old brands – due to COVID-19

Article • Stephen Whiteside, WARC Exclusive, April 2020

Conagra Brands, the packaged food manufacturer, has witnessed a surge in sales as consumers stock up on food to prepare for lockdowns implemented in the face of COVID-19.

The COVID-19 crisis is shifting how Australian marketers think about media

Article • Josie Tutty, WARC Evidence, April 2020

A guide to how the outbreak of coronavirus is impacting advertising spend in channels including TV, radio, outdoor and digital media.

Big brands put current campaigns on ice to generate new virus-related content

News • 07 April 2020

New data from the World Federation of Advertisers (WFA) reveals four out of five multinationals (81%) are putting planned ad campaigns on hold because of the COVID-19 outbreak.

Chewy’s marketing efficiency rises in wake of COVID-19

News • 07 April 2020

Chewy, the online retailer selling pet food and supplies, has enjoyed a “higher degree of marketing efficiency” from its communications, and is seeing many new customers turn to its site as they stay indoors due to COVID-19.

How can brands observe Ramadan and celebrate Eid with the Muslim community during a pandemic

Article • Nazirah Ashari, WARC Best Practice, April 2020

TBWA’s Nazirah Ashari looks at the impact of the COVID-19 pandemic on how Muslims around the world will be observing Ramadan and celebrating Eid this year.

GWI Coronavirus Research: Multi-market research, wave two

Article • Research on WARC, April 2020

Explores how concerns are growing for most, how behaviors are changing, and how attitudes towards advertising are twofold as a result of the coronavirus.

Online clubbers drive booze sales in China

News • 07 April 2020

China may have recently had its lockdown lifted, but the stay-at-home message may well have long-term effects – and one phenomenon that’s likely to continue is the huge success of taking clubbing into the living room via livestreaming.

4A’s – and agency business – steps up to new leadership role in response to COVID-19

Opinion • Geoffrey Precourt, April 2020

The agency business faces a significant challenge as COVID-19 places client revenues, and adspend levels, under pressure.

How Chewy is building a “recession-resilient” business

Article • Stephen Whiteside, WARC Exclusive, April 2020

Chewy, an online retailer that sells pet foods and supplies, believes that several factors can help make its business “recession-resilient” in the face of a likely period of wider economic distress.

An exception to the distancing rule – for advertisers only

News • 06 April 2020

Advertisers who are avoiding environments where news related to the COVID-19 outbreak appears should actually be doing the exact opposite, according to newly released eye-tracking research.

Something old, something new: What can brands do in e-commerce during this recession?

Article • David Carr, WARC Exclusive, April 2020

E-commerce is well-suited to recessions, so brands looking to drive e-commerce revenue must learn from past recessions and ensure their tech and supply chain are in place to deliver.

Marketers seek to map out “after Corona” world

News • 03 April 2020

After dealing with the immediate business impact of the COVID-19 pandemic, marketers are now shifting gears to combine short-term measures with planning for a time when the crisis has receded.

COVID-19 kicks traditional media budgets

News • 03 April 2020

More evidence of the significant impact COVID-19 is having on the marketing industry comes in the March issue of the WARC Global Marketing Index, which shows an accelerating decline in traditional media budgets and, for the first time, a fall in ...

How China’s e-commerce giants kept Wuhan going during lockdown

News • 03 April 2020

The rapid and innovative response by China’s e-commerce giants to the COVID-19 crisis offers vital lessons for businesses and governments around the world, the Harvard Business Review reports.

Brands need to keep the lines of communication open during a pandemic

Article • Josie Tutty, WARC Exclusive, April 2020

In times of crisis, brands still need to connect with their customers to maintain open lines of communication as simply ‘ceasing fire’ on all marketing activity until the crisis passes isn’t an option.

COVID-19: The creative fightback

Research Paper • Adam Sheridan, Arnaud Debia, Lesley Tian, Lindsay Franke and Rachel Rodgers, Research on WARC, March 2020

Looks at how brands can help people to win the war of COVID-19 to survive, then revive.

Global Ad Trends: FMCG & COVID-19

Data • James McDonald, Rob Clapp

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
The impact of COVID-19 on media strategy

Article • MediaSense

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.
How marketers can de-risk the COVID-19 disruption

Article • Amit Narayan

Crises often have the potential to hurt a brand’s reputation, it is critical that marketers step up to the plate and drive the company’s response and recovery plan – Control Risks' Amit Narayan outlines some key action points for a strategy that builds resilience and achieves sustainable growth.
Applying behavioural science to the coronavirus outbreak: Four key implications for brands

Article • Ashok Sethi

The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
Strategy Toolkit: How marketing works

Article • 02 February 2015

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.