Article
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Claire Fenner and James Dixon, WARC Exclusive, September 2021
Atomic 212° founding partners Claire Fenner and James Dixon deep dive into the guiding principles and practices of media buying, with a focus on the importance of deploying a scientific process of hypothesis, test, learn, document and repeat.
Article
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Sam Peña-Taylor, Event Reports, DMEXCO, September 2021
Explores MMA research into marketing organisation capability building in order to ensure future growth.
Article
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Josie Tutty, Event Reports, B2B Leaders Virtual Forum Asia, August 2021
There are some ways that marketers can ensure “brand” gets the respect it deserves, according to the marketing chiefs of Experian, The Wall Street Journal and Allied World Insurance.
Article
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Josie Tutty, Event Reports, B2B Marketing Leaders Virtual Forum, August 2021
Some of Asia’s B2B marketers are finding marketing attribution and reporting to be a challenge, according to the marketing heads of Mercer and Adobe.
Article
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Jenn Chin and Caroline Wang, WARC Exclusive, August 2021
Jenn Chin and Caroline Wang say the intensified focus on DEI, Purpose & Social Impact shows how far we have strayed from the origins of leadership.
Article
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Andy Wilson, WARC Exclusive, August 2021
BBDO Asia’s Andy Wilson says that no matter where clients stand on the purpose debate, it is a debate that can no longer be ignored.
Article
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WARC Exclusive, Spotlight China, December 2020
Inner Chapter’s Jidi Guo argues that it’s time for foreign brands to take a serious look at where they fit within China’s changing culture and to stop seeking a way in via “culture hacks”.
Opinion
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Cathy Taylor, August 2021
For WARC’s Spotlight Brazil, US Commissioning Editor Cathy Taylor talked to Daniel Wakswaser, Marketing VP of Ambev, about the brand’s COVID response, and about its global “Ideas for Good” initiative, which crowdsourced ideas from all over the company that could be implemented in local markets, benefiting consumers, the bars and restaurants the brewer does business with, and society.
Opinion
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Cathy Taylor, August 2021
Natura &Co Media, Content and Communication VP Carlos Pitchu joined the Brazilian personal care and cosmetics company early last year just as the pandemic was unfolding. Having worked with the brand for some time as president of Tribal Brazil, he was quite familiar with it, but COVID put his job in a new context since he had to meet both the marketing needs and the economic needs of many Brazilians. Both the Natura brand and the Avon brand, which Natura also owns, are sold by sales reps, many of whom are women entrepreneurs. Natura also owns The Body Shop. For WARC’s Spotlight Brazil, WARC US Commissioning Editor Cathy Taylor talked to Pitchu about how the brands have been helping their sales reps through the pandemic, about
Article
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Will Hodge, WARC Exclusive, August 2021
Company sustainability initiatives need to involve marketing teams in order to be widely adopted or to create lasting change.
Article
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Simon Green, WARC Exclusive, July 2021
Sustainability is not a restriction – instead, it is an opportunity to improve businesses, increase engagement and realise new commercial opportunities.
Article
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WARC Best Practice, July 2021
This guide inspires advertisers to develop Marketing Sustainability Strategies and provides resources for education.
Article
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Ben Kwan, WARC Exclusive, July 2021
Inspired by Einstein’s famous equation, Mediabrands’ Ben Kwan formulates a new theory for the marketing universe, one that holds the marketers’ world together.
Opinion
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Susy Pyzer-Knapp, July 2021
Operating models may sound arcane but they are increasingly critical to making sure marketers have the external partners they need, explains Susy Pyzer-Knapp, Design Practice Lead at ID Comms.
Article
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Brian Carruthers, Event Reports, Festival of Marketing: Fast Forward, June 2021
Within companies, marketing is often seen as a cost rather than as a part of the value creation process, but there are useful lessons to be learned from nature – and bees in particular.
Opinion
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Jeannine Falcone, July 2021
Jeannine Falcone examines Accenture Interactive research to determine the five ways marketing can evolve for the post-COVID era.
Article
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WARC Best Practice, May 2021
Accenture Interactive’s Flaviano Faleiro says companies are moving from conventional customer experience (CX) philosophy towards a more holistic customer-centric strategy called the “business of experience” (BX) – an approach centred on delivering exceptional experiences that respond to customers’ frequently changing needs.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2021
Tesco, the UK supermarket chain, responded quickly to the various challenges posed by the COVID-19 pandemic, but it was only able to do so because it already had some “big ideas” in place and understood the needs of its customers.
Article
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Rachel Clarke, WARC Exclusive, July 2021
As omnichannel marketing increasingly becomes the default, marketing teams and e-commerce teams will need to work as one to achieve brand growth.
Article
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Saurabh Kanwar, WARC Exclusive, Spotlight India, June 2021
Brands need influencer marketing but taking this route can involve high costs with pitfalls.
Opinion
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Michele Oliver, June 2021
Michele Oliver speaks to WARC’s Anna Hamill about highlights from judging, brand accountability, and the new frontiers of social change.
Opinion
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Brian Carruthers, June 2021
A skit for Cannes Lions Live about marketers and consumers in relationship therapy, by Professor Mark Ritson, is enlivened by digs at a rival antipodean marketing professor. But the real issue for him is the marketing industry’s midlife crisis, WARC’s Brian Carruthers heard.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2021
Research by McKinsey, the management consultancy, has found that firms which effectively link analytics, creativity and purpose achieve higher revenue growth than their peers.
Opinion
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Kai D. Wright and Cathy Taylor, June 2021
As Juneteenth officially becomes a US holiday, it’s time to reflect on how approaches to diversity, equity and inclusion have changed over the last year.
Opinion
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Anna Hamill, June 2021
Consumer healthcare brands have seen demand boom during the COVID-19 pandemic. GSK Consumer Healthcare’s Global Chief Marketing Officer, Tamara Rogers, shared with WARC’s Anna Hamill how the brand is embracing an uptick in e-commerce shopping.
