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.
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.
MENLO PARK, CA: Google staff are internally protesting the search giant’s leaked strategy to re-enter the China market, saying any move to launch a censored search engine raises “urgent moral and ethical issues”, according to ...
SINGAPORE: Western brands needs to make sure they get the basics right to find success in China –including the bureaucratic elements – and to avoid common pitfalls, according to a China marketing expert.
BEIJING: Tim Hortons is the latest coffee-house chain to see China as a source of growth, joining Starbucks and a Beijing startup in announcing plans for expansion in what has traditionally been a tea-drinking country.
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.
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