Advertising best practice, evidence and insights

How AB InBev worked through the pandemic to support consumers, bars and restaurants in Brazil

Article • Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020

Anheuser-Busch InBev, the brewer, built out a program in Brazil that assisted pubs and restaurants that were struggling due to COVID-19.

TAG DLT pilot: Demonstrating the benefits blockchain can drive for digital advertising

Article • Jules Kendrick, WARC Exclusive, September 2020

A cross-industry pilot of blockchain technology revealed promising results.

How livestreaming helped AB InBev pivot during the COVID-19 crisis

Article • Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020

Anheuser-Busch InBev, the brewer, has used livestreaming to connect with consumers during the COVID-19 pandemic.

How brands can develop a governance framework for purpose

Article • Rupert Younger, WARC Exclusive, September 2020

The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.

Brands need a true ecosystem of reciprocity to navigate a changed consumer dynamic

Article • SiewPing Lim, WARC Best Practice, September 2020

Reciprocity is becoming an increasingly potent marketing lever, especially for customer experience, and brands need to ensure that they are delivering more than a transaction.

PLAY NZ: How to gamify a country and playfully disrupt tourism marketing

Article • Matthew Moran, WARC Exclusive, September 2020

TBWA’s Mathew Moran offers a walkthrough of Tourism New Zealand’s PLAY NZ campaign and explores how tourism marketing can embrace new ways of storytelling.

The show will go on: Entertainment sector confident about post-pandemic rebound

News • 10/09/2020

Despite economic and industry uncertainty, entertainment industry executives are feeling confident for a rebound, according to a new study by Branded.

COVID-19 conversations: Marie Gulin-Merle, VP - Global Ads Marketing, Google

Opinion • Anna Hamill, September 2020

Google’s VP for Global Ads Marketing, Marie Gulin-Merle, speaks to WARC’s Anna Hamill about adapting products based on insights, empathising with consumers, and reinventing the role of CMO during the COVID-19 pandemic.

John Hancock adapts to new COVID-19 mindsets and marketing realities – and 'ramps' up for 2021

Article • Geoffrey Precourt, WARC Exclusive, July 2020

John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.

Mindshare’s Audrey Low: “COVID-19 has helped our business become more agile”

Opinion • Chiara Manco, September 2020

Audrey Low, Managing Director, L'Équipe L'Oréal at Mindshare China, will be judging the Effective Use of Partnerships & Sponsorships category of the 2020 WARC Media Awards.

Thai brands need to rediscover authenticity

News • 04/09/2020

Thai travel and hospitality brands have been adept at catering to foreign tourists, but with international traveller numbers plummeting this year they need to redesign their brand experience to meet the needs of domestic tourists.

How travel brands are preparing for the new normal in Asia

Article • Low Lai Chow, Event Reports, WiT Virtual Summit, June 2020

Travel brands face unique challenges during the COVID-19 pandemic and have attempted to innovate rapidly as consumers adopt new behaviours.

Finding your north star in an e-commerce world

Article • Alex Zhang and Melanie Wong, WARC Webinars, September 2020

Looks at how brands can keep pace of the fast-changing waters of digital commerce while staying true to brand and mission.

Maximising your digital availability to grow your brand online

Article • Gemma Spence, WARC Webinars, September 2020

Explores how brands can grow online in the competitive e-commerce landscape.

Initiating impact: Differentiating in a different world

Article • Research on WARC, September 2020

Provides regional insights to support brands as a change agent as they redefine their goals now and into the future.

Understanding the generational differences in how Thailand’s consumers live in the “new normal”

Article • Chalinee Hirano, WARC Exclusive, Spotlight Thailand, September 2020

New research from Far East Fame Line DDB breaks down how Thai consumers have adapted post-lockdown and outlines the differences across generations.

‘Destination Domestic’: How well do brands know Thailand’s consumers?

Opinion • Gabey Goh, September 2020

With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.

How travel brands can drive domestic and reframe value for Thailand’s new normal

Article • Issarisa Khamswas, WARC Exclusive, Spotlight Thailand, September 2020

Breaking down the new value exchange that travel brands will need to grab the attention and wallets of Thai consumers changed by the impact of the COVID-19 pandemic.

Getting to know urban Thailand’s new post-pandemic personas

Article • Suppakit Limboonsong, WARC Exclusive, Spotlight Thailand, September 2020

The economic impact of the pandemic will be heavy, but the Thais are resilient people, adept to change in creative ways, with opportunities for brands to thrive.

Brands need a serious readjustment to truly connect with Thai consumers

Article • Ekaluck Charanvas, Ponghatai Sreesing, Hari Ramanathan, Kunakorn Sansuk, WARC Exclusive, Spotlight Thailand, September 2020

With international travel still up in the air, brands in Thailand should use this pandemic-driven reset to refresh their approach to the domestic market.

Jägermeister’s masterclass in pivoting

News • 01/09/2020

Though it became relatively common to see alcohol brands pivoting to produce hand sanitiser, the – extremely nightlife focussed – liqueur brand opted instead to help those unable to work during lockdown through its #SaveTheNight campaign.

How to create a value proposition for food brands during a pandemic and recession

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos has built out a way to construct meaningful value propositions at a time of disruption in normal business patterns.

IKEA’s Gianluca Toccafondi: “investing for growth has never been more important”

Opinion • Chiara Manco, August 2020

Gianluca Toccafondi, Global Integrated Media Manager at IKEA Retail (Ingka Group), will be judging the Effective Channel Integration category of the 2020 WARC Media Awards.

How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.

Trust, authenticity and meaningful diversity drive young marketers’ agenda

Article • Anna Hamill, WARC Exclusive, August 2020

With social justice and pandemic response leading the marketing agenda in 2020, the next generation of marketers are holding their senior colleagues to account.

Marketing management & leadership