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APG Awards: inspirational creative strategy

Opinion • Chiara Manco, January 2021

WARC’s Chiara Manco uncovers learnings from past winners of the APG Creative Strategy Awards.

Why brands need 'cultural intelligence'

News • 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

Six laws for tapping into cultural intelligence and ascertaining the future of your business

Article • Terry Young, WARC Exclusive, January 2021

Examines how brands can more accurately ascertain the future through a thorough understanding of culture.

Marketer/Agency relationships braver in the pandemic

News • 10 December 2020

Research suggests that the jolt of the pandemic has nudged clients into taking more ambitious bets in creative and strategic fields.

Four strategies that encourage clients to be brave

Opinion • 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.

The brand strategists’ toolkit: SWOT Analysis

Article • 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.

The brands strategy toolkit: Jobs To Be Done

Article • Nick Liddell , WARC Exclusive, December 2020

The Jobs To Be Done theory was developed by Clayton Christensen, Taddy Hall, Karen Dillon and David S.

The brand strategy Toolkit: The two-by-two matrix

Article • 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.

The brand strategy toolkit: The Five Ws

Article • 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.

The brand strategists’ toolkit: Maslow’s hierarchy of needs

Article • 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.

The brand strategy toolkit: The ‘As Opposed To’ test

Article • 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.

The brand strategy toolkit: The GROW Model