Opinion
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Chiara Manco, January 2021
WARC’s Chiara Manco uncovers learnings from past winners of the APG Creative Strategy Awards.
News
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14 January 2021
Traditional approaches to strategy underestimate, or ignore, the effects of cultural trends – but the past year has shown that brands need to create the capabilities to continuously catch the waves of culture and ride them in both smooth and rough wa
Article
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Terry Young, WARC Exclusive, January 2021
Examines how brands can more accurately ascertain the future through a thorough understanding of culture.
News
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10 December 2020
Research suggests that the jolt of the pandemic has nudged clients into taking more ambitious bets in creative and strategic fields.
Opinion
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Mike Teasdale, December 2020
Creativity doesn’t sell itself, but there are ways to reframe ideas that can encourage clients to buy, writes veteran planner Mike Teasdale.
Article
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Nick Liddell , WARC Exclusive, December 2020
SWOT analysis was pioneered at the Stanford Research Institute’s Theory and Practice of Planning group during the 1960s, under the stewardship of Robert Franklin Stewart and Albert Humphrey.
Article
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Nick Liddell , WARC Exclusive, December 2020
The Jobs To Be Done theory was developed by Clayton Christensen, Taddy Hall, Karen Dillon and David S.
Article
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Nick Liddell , WARC Exclusive, December 2020
One of the most beloved and often-used tools at a brand strategist’s disposal, the two-by-two matrix was initially developed by the pioneers of game theory as a way of presenting strategic alternatives.
Article
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Nick Liddell , WARC Exclusive, December 2020
Collectively, the Five Ws represent five of the most critical questions to answer if you want to create a brand strategy.
Article
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Nick Liddell , WARC Exclusive, December 2020
For many marketers, the go-to framework for motivation was put forward by Abraham Maslow in his 1943 paper ‘A Theory of Human Motivation’ and is most commonly known as Maslow’s Hierarchy of Needs.
Article
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Nick Liddell , WARC Exclusive, December 2020
Sixty-three of the companies in the FTSE100 include at least one of the following in their list of corporate values: integrity, respect, customer-centricity, innovation and excellence.
Article
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Nick Liddell, WARC Exclusive, December 2020
Sir John Whitmore and Graham Alexander created the GROW model in the 1980s as a way to make coaching conversations ‘fluid, natural and artistic’.
Article
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Nick Liddell, WARC Exclusive, December 2020
Developed in 1984 by Japanese Professor Noriaki Kano, The Kano Model classifies the features of a brand experience into five categories, depending on their ability to drive customer satisfaction.
Article
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Nick Liddell, WARC Exclusive, December 2020
Also known as the 80/20 rule, the Pareto principle is named after French-Italian economist Vilfredo Pareto, who observed that 80% of Italy’s land was owned by 20% of its population.
Article
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Nick Liddell, WARC Exclusive, December 2020
The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands and their alternatives.
Article
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Nick Liddell, WARC Exclusive, December 2020
Simon Sinek is an influential brand thinker, who is most famous for his 2009 book, ‘Start with WHY’.
Article
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Nick Liddell, WARC Exclusive, December 2020
One of the simplest and most popular theories about how motivation affects behaviour is the Fogg Behavior Model (FBM), which proposes that behaviour is a function of motivation, ability and prompting.
Article
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Ed Pank, Siew Ting Foo and Anamika Sirohi, WARC Webinars, November 2020
Following the launch of the 2020 WARC Prize for Asian Strategy report, this webinar takes a deep-dive into the trends and insights from the winning campaigns and explore the future of strategic thinking in Asia.
Opinion
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Chiara Manco, November 2020
A partnership between United Commercial Bank and retailer Shwapno, Project AgroBanking allows Bangladeshi farmers to open savings accounts and escape their cycle of poverty. Chiara Manco, Assistant Editor, Case Studies at WARC, talked to Grey Bangladesh’s Bitop Das Gupta to delve deeper into the initiative.
News
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21 October 2020
With consumer behaviour changing fast in a challenging year, the need to strategise for sustainable change has become a critical priority for marketers in Asia; a new WARC report sets out how.
Article
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WARC Exclusive, October 2020
Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2020.
Opinion
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Siddhant Lahiri, October 2020
WARC Prize for Asian Strategy judge Siddhant Lahiri invites us to remember the benefits of long-term thinking in an increasingly impatient world.
Opinion
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Remona Duquesne, October 2020
Shake but don’t stir your strategy, recommends the brandgym’s Remona Duquesne.
Opinion
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Ekta Relan, October 2020
The digital customer journey can lure people off the path to purchase all too easily. It’s only by understanding your audience’s behaviour online that you can influence the new-look customer journey, says Mullen Lintas’ Ekta Relan.
Opinion
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Dave McCaughan, October 2020
Dave McCaughan believes that this year’s Grand Prix exemplifies simple, innovative strategy that makes a difference.