Opinion
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Alex Brownsell, September 2019
David Buttle, the FT’s Global Marketing Director, Commercial, explains how brands and media owners can return marketing to a healthier balance between short- and long-term ad investment.
News
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13 August 2019
E-commerce giant Alibaba is one of the dominant players in its native China, with interests far beyond its original remit.
Opinion
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John Zealley, August 2019
New research from Accenture has identified the qualities of the minority of marketing chiefs: innovative CMOs able to drive change right at the top of the organization.
Article
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Anna Hamill, Event Reports, Vivatech, May 2019
Alibaba’s Jack Ma, one of the world’s most influential businesspeople, offers his advice on adopting the principles of entrepreneurialism and how Alibaba became one of the world’s most successful brands.
News
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06 August 2019
Hershey, the confectionery manufacturer, follows a variety of core guidelines in its media strategy in reflection of its need to reach a very large audience while also securing the necessary level of marketing precision.
Article
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Geoffrey Precourt, Event Reports, ANA Media Conference, April 2019
Hershey, the confectionery manufacturer, is seeking to find the right balance between established marketing best practices and newer modes of communication.
News
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26 July 2019
The marketing discipline is, if not in crisis, in need of an overhaul if it is to attract the sort of talent it needs in the years ahead, according to the CMO Growth Council – both industry bodies and brands have to tell a new story about ...
Article
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Gabey Goh, WARC Exclusive, July 2019
Poh Heng, the Singaporean jewellery brand, is mixing its storied history with a fresh perspective to retain relevance with consumers.
Article
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Brooke Hemphill, Event Reports, Mumbrella360, June 2019
Shalabh Atray, Chief Marketing Officer (CMO) of Kraft Heinz Australia believes marketers need to balance logic and magic to drive business results.
Research Paper
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Research on WARC, July 2019
Reveals findings from research completed by the ANA, partnered with the Boston Consulting Group and Reed Smith, which looks at creative content concerns and legal concerns for in-house agencies.
News
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16 July 2019
Seventy percent of Fortune 500 companies have a chief marketing officer, but the proportion is falling as businesses rethink the role, either scrapping it altogether or folding it into a new job title with a wider remit.
Article
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Anna Hamill, Event Reports, Cannes Lions, June 2019
According the CMO Growth Council, marketing as a career choice needs a makeover in order to attract the right talent for the future.
Article
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Research on WARC, July 2019
Summarises findings from a paper published in the Journal of Marketing on the challenges in working with temporary marketing organizations.
Article
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Jo Bowman, Event Reports, Cannes Lions, June 2019
Research from the Financial Times shows that while business leaders understand the value of brands in delivering long-term returns, they are failing to make the necessary brand-building investment.
Article
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Joaquim Bretcha, WARC Webinars, June 2019
Discusses key differentiators, as well as key commonalities, in facilitating an optimal insights function.
Article
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Anna Hamill, Event Reports, Cannes Lions, June 2019
Data and technology can be a complex issue for marketers to get right, according to Raja Rajamannar, the CMO of financial services brand Mastercard.
Article
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WARC Exclusive, WARC at Cannes Lions 2019
In a talk held by WARC at Cannes Lions 2019, CMOs from Heineken, McDonalds and Coca-Cola demonstrate how creativity has driven market share, elevated share price and accelerated business growth.
Opinion
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Sam Peña-Taylor, June 2019
Though the CMO is a powerful position in the business, it requires constant adaptation to survive. At Cannes Lions, WARC’s Sam Peña-Taylor heard executives from Tencent and LVMH explain their view of the future for the profession.
Article
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Geoffrey Precourt, Event Reports, MMA Impact: Build the future, March 2019
Research funded by the Mobile Marketing Association (MMA) has highlighted three core pillars of marketing, or “stacks”, for brands to consider.
Article
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Geoffrey Precourt, Event Reports, MMA Impact: Build the future, March 2019
Research funded by the Mobile Marketing Association (MMA) offers an invaluable insight into the data-driven marketing organization of the future.
Opinion
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Lucy Aitken, June 2019
Freddie Covington, Senior Vice President, Head of Marketing and Cross Border, Asia Pacific, Visa, is chairing this year’s WARC Prize for Asian Strategy.
News
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13 June 2019
Marketing is sometimes referred to as the voice of the customer, but if it is to truly lead within a business then this has to be balanced with team capabilities and corporate culture – find the sweet spot and marketing can once again become ...
Article
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David J Carr, WARC Exclusive, June 2019
Discusses marketing’s three types of value: business, consumer and cultural, and how the Marketing Value Wheel can be used for success.
Article
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Johnny Corbett, WARC Exclusive, June 2019
Presents a new framework that provides a guide for marketers to understand the challenges they need to confront to make marketing a leading force within their business.
Opinion
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Fabrice Otaño, June 2019
Bringing traditionally outsourced marketing capabilities in-house is phenomenally difficult to do well – the leaders in this space will often have an advantage of expertise.
