WARC

Opinion
30 October 2023 The Joint Chief Strategy Officer of EssenseMediacom UK discusses the wide range of metrics agencies must consider for successful business outcomes, and how attention is integral to the success of direct mail.
Opinion
30 October 2023 The chief investment officer at Wavemaker UK discusses the role of direct mail in marketing, and whether attention is a vital factor in determining campaign outcomes.
Opinion
30 October 2023 The Decode Marketing MD speaks about how direct mail engages multiple senses and how marketers must combine behavioural principles when crafting direct mail communication.
Opinion
30 October 2023 The Executive Head of strategy at Havas CX Helia discusses how embracing the digital dimension in a hitherto offline space has the potential to change a brand’s fortunes, but insists on the use of direct mail as a more personal marketing tool.
Opinion
30 October 2023 The founder and CEO, Lumen Research, UK, elaborated on the Attention for DM Research in an interview that addressed a range of issues, from ‘attention’ forming an important factor in media planning, to the areas in which Direct Mail scores over other media.
Opinion
24 October 2023 This infographic explores how marketers are beginning to explore Generative AI, including their attitudes toward it, current uses for brands, and how it will affect marketing jobs going forward.
Opinion
24 September 2023 As always, the annual DMEXCO exhibition and conference in Cologne brought together digital marketers from around the globe to discuss the issues and tech innovations that are shaping the industry today. Though smaller than pre-pandemic iterations of the conference – some US companies chose to scale back – DMEXCO 2023 felt direct and streamlined, with conversations tackling a range of issues.
Opinion
21 September 2023 Good Citizens Eyewear’s Nik Robinson tells WARC Asia Editor Rica Facundo why sustainability is at the core of his company’s products and how brands can inject personality and storytelling with 100% recycled products and packaging.
Opinion
21 September 2023 Being a sustainable Australian company that uses recycled paper to make toilet paper is not enough, and Maria Chilewicz, Head of Brand Management at Who Gives A Crap, tells WARC Asia Editor Rica Facundo why it is equally important to meet consumers’ need for quality and value while connecting with them emotionally.
Opinion
05 September 2023 Jagran Prakashan is a large Indian media company and its senior VP of strategy, brand and business development, Basant Rathore, speaks to WARC India Editor Biprorshee Das about why the print medium continues to hold sway in India and what its strengths are as a marketing platform.
Opinion
05 September 2023 Bennett Coleman is a Mumbai-based Indian media conglomerate and the publisher of The Times of India. Malcolm Raphael, senior VP and head of trade marketing, innovations, creative strategy, tells WARC India Editor Biprorshee Das why the print medium’s benefits continue to be strong for both readers and advertisers.
Opinion
14 May 2023 SanKash views itself as a “travel enabler”, making travel affordable and fulfilling for the Indian traveller by offering flexible, pay-over-time options, and co-founder Akash Dahiya speaks to WARC India Editor Biprorshee Das about how the company is leveraging the interest-free Buy Now Pay Later (BNPL) model.
Opinion
14 May 2023 Freo is an Indian credit-led neobank and its head of marketing, Hitarth Saini, speaks to WARC India Editor Biprorshee Das about why the future is bright for neobanking in India.
Opinion
01 May 2023 Rene Lassauzet, Head of Brand & Creative Excellence and The LEAD – Content Studio at Nestlé USA, talks about empowering a brand to live on forever, and how brands have their work cut out trying to connect to different ‘generations’ of users.
Opinion
01 May 2023 Atin Kulkarni, VP of Global Media and Commercial Capabilities at PepsiCo, talks about how marketers must create a new value proposition for a changed world, and why the traditional marketing funnel is irrelevant today
Opinion
01 May 2023 As a part of the WARC x Spotify report, Susan Irving, CMO of Kruger Products, speaks on humanizing brands, the importance of emotive advertising, and the role audio plays in the modern media mix.
Opinion
01 May 2023 As a part of the WARC x Spotify report, Laura Jones, CMO of Instacart, speaks on balancing Instacart’s roles as a brand advertiser and advertising platform, fine-tuning Instacart’s growth marketing machine, and leveraging audio’s storytelling advantage.
Opinion
01 May 2023 As a part of the WARC x Spotify report, Charisse Hughes, SVP & Chief Brand and Advanced Analytics Officer, shares how the Kellogg Company’s values inform their work – from purpose-driven ESG efforts to award-winning education programs for their marketers, and the role audio plays in their journey.
Opinion
01 May 2023 The brand’s global strategy and investment media leader addresses KPIs influencing media selection, how effective follow-up measurement strategies will ensure success, and the importance of audio in retail
Opinion
13 April 2023 AXA is an insurance company and Sabrina Cheung, chief brand and communications officer of AXA Asia & Africa, and Bernice Fong, brand and content strategy director of AXA Asia & Africa, speak to WARC Asia Editor Rica Facundo about the AXA Mind Health Survey and the role of brands in changing the narrative.
Opinion
13 April 2023 Mental health manifests differently in Asia compared to the West and Calm Collective’s Alyssa Reinoso shares how brands can cut through the anxiety and social stigma of mental health by taking a community-centred approach.
Opinion
10 February 2023 Bloom is an Indian hotel chain and Prateek Agarwal, head of marketing for the Bloom Hotel Group, speaks to WARC India Editor Biprorshee Das about how it grew the brand with social media.
Opinion
10 February 2023 Josh is a popular Indian short-video social networking app and Prashant Sardesai, director of content strategy and business at VerSe Innovation, which owns Josh, speaks to WARC India Editor Biprorshee Das about how the brand approaches social media marketing in a sea of apps.
Opinion
01 February 2023 WARC’s new diversity, equity and inclusion (DEI) hub showcases the latest best practice, research, expert guidance and case studies to help marketers implement successful DEI strategies.
Opinion
16 November 2022 Hugo Mackay, Marketing Strategy Lead at Virgin Media O2, explains the brand's approach to building customer relationships, the blurring lines between techcos and telcos, and more. Hugo Mackay, Marketing Strategy Lead, Virgin Media O2