Cultural insight

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Faith trumps fear this Ramadan: Brands and Indonesian consumer optimism

Article • Anish Daryani, WARC Exclusive, April, 2021

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

The future that was: Reading the future culture coming our way

Opinion • Colleen Ryan and Jonny Almario, April 2021

Organisations hoping to be future ready have to sharpen their cultural vision by changing to meet the needs of the cultural context and reorienting to cultural shifts.

Strategic partnerships in the Philippines: How to forge stronger connections across the new consumer journey

Article • Maita Consulta, WARC Exclusive, Spotlight SEA, April 2021

Mediabrands Philippines’ Maita Consulta shares how to approach issues of brand awareness, engagement and transactions with customers on their radically mutating consumer journey in the Philippines.

How Boots develops strategy based on cultural analysis

Article • Sam Peña-Taylor, Event Reports, MRS Impact Conference, March 2021

Boots, the UK-headquartered health and beauty retailer, used a form of cultural analysis to understand emerging ideas of health to refine its brand.

Ad Council: She Can STEM – Dare to STEM

Case Study • WARC Cases, 2020

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

Five CX trends in Asia: Pandemic-proofing through customer engagement

Article • Low Lai Chow, Event Reports, CX Trends, February 2021

COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.

Shining a light on climate confusion

Article • Grey, WARC Exclusive, March, 2021

People in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change; this is where brands can step in and bridge the climate awareness gap.

Positive Provocation: The next stage of marketing

Article • Wavemaker, Research on WARC, February, 2021

Marketers should embrace diversity and inclusion, grow comfortable with imperfect measurement, and consider new types of partnerships to drive growth.

Four tips on how to tap into “localism” – a COVID-19 trend with long-term staying power

Article • Stephen Whiteside, Event Reports, LIONS Live, March 2021

Research by Cannes Lions, the events and content company, outlined several guidelines for engaging consumers in locally-relevant ways.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Strategy Toolkit module 3: Analysing the brand

Article • WARC Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Berocca: Get Supercharged At 2PM

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Berocca, an energy vitamin tablet brand, increased sales in Vietnam with its campaign Get Supercharged with Berocca at 2pm by releasing a music video and hosting a hashtag challenge.

Hennessy: 2020 Tmall super brand day

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Hennessy, a cognac distiller, increased consumption and sales on Tmall in China by launching social videos surrounding the midsummer night consumption occasion.

Beyond the Label: Mental Health Public Education

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

The National Council of Social Service (NCSS), a social services organisation, changed public opinion regarding people with mental health issues in Singapore thanks to its social campaign.

Singapore Tourism Board: Promoting Singapore to Singaporeans

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, encouraged Singaporeans to visit attractions within Singapore with an Instagram-led campaign that got locals to post pictures of the scenery and food the country has to offer.

Brand activism: Consumer sentiment data

Article • WARC Exclusive, Spotlight India, February 2021

Analyses data from ongoing surveys of Indian consumers, provided by GWI and survey data from Ford Trends, covering consumer interests, environmental concerns and consumer expectations of brands.

Why it's important to zoom out from small cultural trends

Opinion • Matt Klein, February 2021

Contrary to popular belief, when it comes to trend analysis, studying the small is not always the right move.

Starcom: A look ahead to 2021

Article • Research on WARC, February 2021

The need to look ahead and make sense of the cultural changes impacting business and communication has never been so vital and interesting.

The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.

The value shift: The consumer drivers and recession-proof strategies for a post-pandemic world

Article • WGSN, WARC Exclusive, February 2021

A snapshot of the five key consumer drivers that are forging innovations in product development and service solutions.

2020’s evil twin? Ten challenges that will shape business in 2021

Article • Camilo LaCruz, WARC Exclusive, February 2021

Looks at the top trends that will shape business in 2021, based on sparks & honey’s cultural intelligence platform Q™.

Six cultural shifts marketers must consider

News • 09 February 2021

Backslash, the cultural intelligence unit of TBWA\Worldwide, has released its 2021 Edges report, outlining 40 meaningful cultural shifts that have the scale and longevity to propel a brand toward a greater share of the future.

How to be funny: A practical guide for brands from the most human agency

Article • BMB, Research on WARC, February, 2021

Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?

EDGES 2021: 40 Cultural Shifts Shaping Our World

Article • Backslash, WARC Trends, February, 2021

The COVID-19 pandemic has triggered a cosmic reshuffle of global realities, social norms and individual beliefs.

BKPM: #STOPCHILDMARRIAGE

Case Study • MMA Smarties, Gold, Indonesia, 2020

BKPM, a family planning association, launched a public awareness campaign in Indonesia to create strong public opinion against child marriage and pressure the Government to ban the practice.

2020 Content Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, August 2020

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2020 WARC Awards.
The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.
The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.
How to market to Vietnamese consumers

Article • Katrin Roscher, WARC Best Practice, November 2018

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.
What we know about cultural insight

Article • WARC Best Practice, September 2020

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.
What we know about marketing to Generation X

Article • WARC Best Practice, May 2020

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.