Partnership marketing is a perfect fit for these times, says Owen Hancock. And brands ought to be thinking about which ones will serve them best in future. The current pandemic has changed the way we live and the way we consume.
The organisations best-placed will to survive the current challenging times will be those which get close to customers and are able to adapt to changing priorities before it’s too late, says Laura Hurst in The WARC Guide.
Looks at how best-in-class customer experience requires an ongoing systematic approach that continually improves the areas that matter most to customers, in an increasingly efficient way for the business.
Fiona McAnena, a strategic marketer and board adviser who’s worked on international brands across multiple sectors, looks at the four factors to consider when setting pricing strategy during a recession: category, brand, segmentation and timescale.
WARC, CMO Growth Council, ANA and Cannes Lions, WARC Exclusive, May 2020
This report from the CMO Growth Council offers guidance on how marketers can manage the repercussions of the COVID-19 pandemic, and includes advice culled from virtual roundtables and one-on-one interviews with CMOs from Bank of America, Mastercard, CVS Health, General Motors, GSK, PepsiCo and Facebook.
The role of the Chief Marketing Officer is alive and well and will stay that way in the future – but it’s in for some major changes, concludes a new study from the World Federation of Advertisers (WFA).
Near's Harish Ganesh maps out how marketers can still leverage location data to inform strategy and campaigns, as the home-based audiences become a key targeting consideration even beyond post-lockdown measures.
More of an economic necessity than a clear triumph for public morale, or for the country’s management of the virus, Germany’s top two leagues are back playing in front of ghostly stadiums – but will football in the social-distance era be worth it? ...
Rakuten Global Market will be ceasing operations from 1 June 2020, but the end of the cross-border marketplace site will not affect the local sites that the Japanese e-commerce platform operates around the world.
The CMO Growth Council – a body featuring some of the industry’s top talent from around the world – has published a new report offering guidance for marketers as they respond to the evolving COVID-19 pandemic.
The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
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.
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