This article focuses on the growth of the digital health and wellness sector, with an emphasis not only on what sub-categories are expanding, but also on how this is affecting the marketing approach of some brands outside the category, which are integrating health and wellness into their offerings.
News that both Unilever and Procter & Gamble are struggling to turn their various DTC acquisitions into profitable businesses comes as new online-only brands increasingly look to brick-and-mortar stores and traditional media.
Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
Alex Brownsell, WARC Exclusive, October 2019
Speaking exclusively to WARC, Kelly Williams, ITV’s managing director/commercial, revealed that the broadcaster is seeing a surge of interest from new-to-TV brands precisely at the moment that some of the medium’s most dependable advertisers are slashing budgets.
The retail store as a site of commerce is blurring with its capability as a media channel, according to research from Starcom, which explores the ideas behind the store’s metamorphosis - here’s what you need to know.
Dollar Shave Club, the direct-to-consumer grooming brand owned by Unilever, has enhanced its data capabilities so that it can operate in the most nimble, impactful way when it comes to tapping the power of this information stream.
DTC businesses are all about creating brands and growing them – and while there’s an understandable emphasis on performance marketing, the brand experience is ultimately a key factor in success or failure, says a marketer with experience of both ...
Chris Worrell, WARC Exclusive, September 2019
In the second part of this two-part article exploring the big issues facing brands, Wavemaker considers the implications of digital commerce on FMCG brands and the new thinking needed to success on these new platforms.
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.