Nick Kendall, WARC Best Practice, October 2016
This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.
Chinese SUV brands have long been perceived as less safe and less desirable than Western brands, but a new study finds that, thanks to technological integration and more premium marketing, they are shaking off prejudice.
Macy’s, the US department store chain, announced last week that it will close its store on Tmall, the huge online marketplace owned by Alibaba, in a move that effectively ends its presence in China – a market that had once seemed ...
The US lingerie brand is struggling to keep its signature show fresh in its native market, but in China the brand is finding a moment of cultural change as public displays of sexuality are shedding their stigma.
Businesses taking the long view ought to consider investing in Africa, where the combination of a young population, urbanisation and natural resources will make it a “pillar of growth”, according to two McKinsey executives.
Ruchra Jain, ESOMAR, Congress, 2018
PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.
International brands hoping to break into the Chinese market cannot rely on their global reputation but have to adapt, building an understanding of the local culture and digital ecosystem if they are to have any chance of success, an industry ...
Amid India’s rapid economic growth, retail marketers must carefully segment the country’s very diverse cities and have a locally-oriented operating model in order to maximise their brand’s impact, an industry figure maintains.
BEIJING/MOSCOW: Alibaba, the Chinese e-commerce giant, is reportedly in advanced negotiations with Mail.ru, the Russian internet firm and owner of social platform VKontakte, and the Russian sovereign wealth fund to form an e-commerce joint venture ...
LOS ANGELES: Filipino QSR Jollibee is growing its US following as it caters to homesick expats, but as the company is targeting expansion across South East Asia, China, the US and Europe, it needs to widen its appeal.
NEW YORK: Viacom, the American media conglomerate, will open up three new content hubs in London, New York, and Buenos Aires, with a brief to extend the company’s short-form digital content output for three of the company’s brands: MTV, ...
BEIJING: E-commerce platforms are seen as essential for global brands seeking to crack the Chinese market, but the practicalities of physical distribution to bricks-and-mortar stores remain an important consideration.
Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
This article explores the current writing and thinking on the subject of masterbrands and the strategies that propel them: a dominant, overarching frame in which various products, services, and brands, operate.
This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.
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.