Antonia Wade, Global CMO at PwC will be chairing the Business-to-Business category of the 2022 WARC Awards for Effectiveness . Here she talks about how B2B companies need to market at both organisation and individual level, the trends that have been accelerated by the pandemic, and what she’s looking for in this year’s entries.
The dichotomy between Brand vs Performance marketing is a false one and needs to be dissolved says Michael Lorenzos, Head of Ecommerce Growth at Bleach London. CMOs can help by aligning incentives and encouraging synergies between brand marketers and performance marketers and rewarding them for delivering on those synergies.
Ann Mukherjee, CEO and Chairman at Pernod Ricard NA, will be chairing the Brand Purpose category of the 2022 WARC Awards for Effectiveness . Here, she talks about the challenges brought about by the pandemic, consumers’ new expectations of brands and Pernod Ricard’s definition of authentic purpose-led work. Ann Mukherjee, CEO and Chairman at Pernod Ricard NA
Zena Srivatsa Arnold, Chief Digital & Marketing Officer at Kimberly-Clark, will chair the Instant Impact category of the 2022 WARC Awards for Effectiveness . Here, she talks about how Kimberly-Clark goes about ensuring effectiveness is built into its marketing efforts, the importance of adopting an agile mindset, and what she’s looking for in this year’s entries. Zena Srivatsa Arnold, Chief Digital & Marketing Officer at Kimberly-Clark
MRS Awards Papers, Finalist, Business-to-Business Research, 2021
DHL Express, an international courier, conducted a worldwide research study to measure the brand's reputation, identify if COVID-19 threats had harmed DHL Express and create a communicable reputation management narrative.
MRS Awards Papers, Finalist, Financial Services Research, 2021
TSB, a bank, conducted a research programme in Britain to realign its business and brand around customer needs by rebuilding brand reputation scores, return non-customer sentiment to pre-migration rates and restore PCA trading to growth.
Akira Mitsumasu, Vice President, CX, Data Analytics and Global Marketing at Japan Airlines, will be chairing the Customer Experience category of the 2022 WARC Awards for Effectiveness . Here, he talks about how Japan Airlines helped travellers during uncertain times, the company’s increased focus on sustainability practices, and what he’ll be looking for in the category’s entrants. Akira Mitsumasu, Vice President, CX, Data Analytics and Global Marketing at Japan Airlines
Davianne Harris, Chief Client Officer and Head of the DE&I Consulting Practice at sparks & honey, explains why organizations need a Diversity Operating System, which puts equity at the center of everything.
Stephen Whiteside, WARC Exclusive, Spotlight US, December 2021
Diversity levels have increased in the US marketing industry, but there is still progress to be made, according to a study by the Association of National Advertisers (ANA) and its Alliance for Inclusive and Multicultural Marketing (AIMM) division.
Myron King, Julie Nelson, and Lara O'Shea, WARC Exclusive, Spotlight US, December 2021
Analyzes data and offers recommendations based on input from 971 people in marketing, advertising, and related communities about their experiences in the advertising industry, with a focus on BIPOC employees.
Prakash Kamdar and Carol Wee, WARC Exclusive, November 2021
Prakash Kamdar and Carol Wee of dentsu Singapore relate how the marketing communications company started its journey towards being a purpose-led business by ensuring it has a fundamental appreciation of the virtuous cycle of good and growth.
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.