Frank Reitgassl – now group head of Brand Strategy & Development at Zurich Insurance – reflects on his time in Asia and the growth of the strategy discipline since, having served as a judge for the WARC Prize for Asian Strategy in 2014 and 2015.
The Philippines Department of Tourism’s "It's More Fun in The Philippines" campaign won the Grand Prix at the WARC Prize for Asia Strategy in 2013 and has since thrived as a long-term platform for promoting the country on a global stage.
To mark its tenth anniversary, WARC’s Managing Editor – Case Studies, Lucy Aitken, analyses previous winners of the WARC Prize for Asian Strategy to see how strategy will evolve across the region and announces a new Special Award.
Every week WARC from Home will guide you round the latest thinking on a key topic, pointing you in the direction of must-read articles, seminal research papers and essential webinars, to ensure you are top of the class when we all finally return to office life.
Nivea Crème’s performance as a core product is key to owner Beiersdorf’s fortunes, and qualitative testing of an updated, more progressive brand strategy is designed to find new growth among younger audiences unfamiliar with the product.
Facebook’s Amer Iqbal argues that young strategists contemplating which direction their careers should take – to be a generalist or specialist – should also consider asking an additional question: Are you a purist or a pragmatist? Steve Jobs was the ultimate generalist.
McCann Worldgroup's Nicole Tan thinks that strategists have long played an ambiguous role, and to survive In an era of transformation, strategists themselves must evolve to become connectors and orchestrators.
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 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.