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Opinion
04 June 2020 During May, KFC achieved the highest uplift in Ad Awareness of any brand in the UK with a +10.7 rise.
Opinion
04 June 2020 Carvana, the online used car retailer, saw the greatest uplift in Ad Awareness of any US brand during May.
04 June 2020 MyRepublic Singapore MD Lawrence Chan sheds some light on the telecommunications brand’s marketing strategy and activity as COVID-19 continues to make its presence felt.
Opinion
04 June 2020 During May, soft drinks brand Vimto achieved the highest uplift in Ad Awareness of any brand in Saudi Arabia.
Opinion
04 June 2020 SK-II: The Marriage Market Takeover campaign won the Grand Prix at the WARC Prize for Asia Strategy in 2017 and set the luxury skincare brand on a new trajectory in China that it has followed ever since.
04 June 2020 For the last few years, in marketing circles and beyond, the latest iteration of corporate good has been ‘purpose’.
Opinion
03 June 2020 The winners of the 2020 DBA Awards showcase the transformative power of visual communications, writes WARC’s Chiara Manco.
03 June 2020 COVID-19 has upended adspend forecasts. Here, James McDonald, WARC Data's managing editor, explains some of the reasoning behind the revised outlook presented in the latest Global Ad Trends report.
03 June 2020 The gap between situational change and reality creates tension. Brands that respond to these tensions stand the best chance of successfully navigating COVID-19 and the oncoming recession.
Opinion
02 June 2020 The raft of ads reacting to COVID-19 reflects how shocks can cause knee-jerk responses rather than creative answers to each brand's individual challenge in a time of collective difficulty, argues Faris Yakob.
Opinion
02 June 2020 New research suggests that the savings made by cutting on agency fees are not worth the long-term strain on the relationship – Aprais’ Kim Walker has more on why financially sensitive clients see better results.
Opinion
01 June 2020 Brands can play a vital role in rebuilding culture, spreading great ideas and creating a legacy that goes beyond revenues and profits, argues Jed Hallam, Chief Strategy Officer at Initiative.
Opinion
01 June 2020 As countries around the world emerge from lockdown, businesses are having to adjust to a future rather different from the one they’d planned for in January.
Opinion
01 June 2020 It’s tough out there for strategists – particularly for the freelance strategy community. So to do our bit to help, WARC is opening up its COVID-19 coverage free of charge to freelance strategists.
29 May 2020 Happy Marketer's Srotoswini Roy distils the five key lessons learnt in building a digital transformation consulting business within an agency environment.
Opinion
29 May 2020 Humour hasn’t been the first option for most brands approaching their communications at this time, but Chris Arning suggests that humour effectively executed can yield great rewards.
Opinion
28 May 2020 在疫情之前,当下消费主义盛行已经成为中国的一个客观现实。在疫情期间,想要清掉积压的库存量的跨国品牌都尝试了在中国的直播平台上进行销售。因此,在某种层面,国内的消费量实际上仍然相当大,尤其是在各大直播平台“娱乐式零售”商业模式的推动下。 对于品牌方的实际利益来说,可以说是「成也直播,败也直播」。KOL关系管理(KRM)与营销分析平台PARKLU(帕克街)首席营销官Elijah Whaley在 一场采...
Opinion
28 May 2020 Siew Ting Foo is Vice President and Global Head of Marketing Strategy & Planning, Print Category at HP and the Jury Chair for this year’s WARC Prize for Asia Strategy.
Opinion
28 May 2020 在今年新冠肺炎突袭的影响下,直播电商形式由于能帮助品牌维持曝光以及促进销量而再度引爆关注。直播行业起始于2005年,新榜研究院5月刚发布的电商直播系列报告之《2020直播生态研究报告》将它解读为以PC端游戏直播为代表的探索发展期、移动直播爆发的流量红利期、电商直播的商业变现期以及2020年以来的深度渗透期。 不论如何迭代,从直播规模发展的角度来说,2016年被誉为“直播元年”,2019年则被称作“...
27 May 2020 WARC from Home is a series to help subscribers brush up on the essentials of marketing during the COVID-19 lockdown.
27 May 2020 Customers have turned to digital retail sites during the pandemic, which has accelerated the US e-commerce penetration rate.
Opinion
27 May 2020 As more countries begin to ease their Covid-19 restrictions, there’s one inevitable question that everyone is asking: what does the “New Normal” look like? Clearly, we can’t just assume that behaviours newly acquired or significantly boosted during an unprecedented crisis will automatically continue afterwards.
Opinion
27 May 2020 Carat's Megha Ahuja argues out that despite the gloom over India's economic outlook, SMBs are now getting serious about digital transformation thanks to COVID-19 and therein lies an opportunity for B2B marketers.
27 May 2020 Tony Pace is a veteran marketer with experience as a client, agency executive and leader of an industry body.
Opinion
27 May 2020 The WARC Prize for Asia Strategy was first launched in 2011 to reward brilliant strategic thinking in marketing in Asia and marks its tenth anniversary in 2020.