Opinion
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Norman Guadagno, June 2021
MarTech (marketing technology) should support the delivery of a well-considered marketing strategy, not define or replace it. More technology is not going to work if marketing forgets the importance of creating an emotional customer connection, says Norman Guadagno, CMO, Acoustic .
Article
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John Singer, WARC Exclusive, Spotlight US, May 2021
Examines the current US healthcare system through the lens not of “cost” or “price,” but the “production of health” as the organizing idea.
Opinion
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WARC, May 2021
Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
Article
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Flaviano Faleiro, 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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Mukta Lad, Event Reports, Adobe Summit, April 2021
Amid the rapid transformation in technology during the pandemic, how do brands retain their humanity to best connect with customers? Business leaders from Accenture, IAG, Telstra and GenesisCare discussed this at the recent Adobe Summit 2021.
Article
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WARC Best Practice, May 2021
Explores the impact that a brand crisis can have on the brand in the long term and how communication can help the brand recover.
Article
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WARC Best Practice, May 2021
A summary of new thinking and best practice on customer retention.
Article
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Christina Stahlkopf, WARC Best Practice, May 2021
Examines why H-E-B, a regional grocer with little to no brand recognition outside its footprint, consistently rates as a top US company in C Space’s benchmark survey.
Opinion
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Warwick Cairns, April 2021
Since it’s becoming harder for brands to avoid taking a political stance on issues, Warwick Cairns from The Effectiveness Partnership looks at the relationship between taking a stance and effectiveness -- and how brands can navigate this increasingly rocky terrain.
Article
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Corinne Sklar, Jorrit DeVries and Alyssa Hennessy, WARC Webinars, April 2021
Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
Data
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Cinzia Petio, WARC Data Points, April 2021
An overview of adspend intentions in the United States among small- and medium-sized businesses (SMBs).
Article
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Annie Brown, WARC Exclusive, April 2021
The role of the CEO has evolved as they become as famous as the brands they created.
Article
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Narayan Devanathan, WARC Exclusive, Spotlight India, April 2021
The pandemic has unlocked opportunities for Indian e-commerce and dentsu Solutions’ Narayan Devanathan outlines the roadmap for e-commerce brands to do right by consumers, employees, partners and shareholders.
Article
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Christian Polman, WARC Exclusive, April 2021
Used effectively, a new ‘share of search’ metric will enhance C-suite credibility for CMOs, says Christian Polman, Managing Director UK, Looping Group.
Article
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Research on WARC, April 2021
Examines how responding in uncertain times requires investing in trust alongside a clear brand purpose and strategy that supports all stakeholders.
Article
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Jann Schwarz, Research on WARC, April 2021
Alison Lange Engel, a B2B Institute Research Fellows, gives her frontline insights into the startup space and what lessons there are for marketers and business leaders.
Article
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Orlando Wood, Research on WARC, April 2021
Explores the effectiveness of advertising during an economic downturn.
Article
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Jann Schwarz, Research on WARC, April 2021
A conversation with McKinsey partner Michael Betz, one of the Institute’s Research Fellows that discusses the appropriate response to the coronavirus pandemic.
Article
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Research on WARC, April 2021
Outlines the great variation in connection between marketing and finance in companies across the B2B sector.
Opinion
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Chiara Manco, April 2021
Fahad Osman, Regional Director, Global Business Marketing, METAP at TikTok, will be judging the 2021 WARC Prize for MENA Strategy. Here, he talks to WARC’s Chiara Manco about how marketers can respond to consumers’ needs, the importance of letting go of control to remain agile, and the value of empathetic insight.
Article
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Gabey Goh, WARC Exclusive, April 2021
Bhaskar Choudhuri, Asia Pacific chief marketing officer of Lenovo PCs and Smart Devices speaks to WARC about the rare opportunity to work on the B2C and B2B segments simultaneously and how its marketing initiatives are unified under the global company vision of “smarter technology for all”.
Article
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Brian Carruthers, Event Reports, Festival of Marketing: The Bottom Line, March 2021
Confused.com, the price comparison site, boosted spontaneous awareness with a brand-building campaign, while also driving short-term results with activation efforts.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.
Article
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WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.
Opinion
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Chrissie Hanson, April 2021
The pandemic has continually put partnerships under immense pressure, where only the most meaningful survive. 2020 was a year where agencies had to demonstrate the ability to pivot with startup-like agility to support clients’ response to the triple crises of public health, socio-economic, and ecological challenges.
