Article
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WARC Best Practice, November 2019
Summarises the insights from a series of key papers addressing collaboration and co-creation, the practice of developing brand insights and other intellectual property through collaboration with external consumers, which can deepen the understanding and future potential of products.
Article
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WARC Best Practice, October 2019
Provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.
Article
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WARC Best Practice, October 2019
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).
Article
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Tom Denford, WARC Best Practice, March 2018
Defines what media transformation is, provides ways that marketers can implement it and how agencies also need to change in terms of the service they are providing.
Article
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Alex Waters, WARC Best Practice, October 2017
Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.
News
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13 December 2019
Four in five (80%) traditional B2C brands believe direct to consumer (DTC) brands are impacting their market and that this development stems mostly from DTCs’ performance-based digital marketing.
News
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12 December 2019
Weltmeister Automobile, the Chinese electric vehicle brand, believes a brand is more than just a brand and has developed the notion of the ‘brand as platform’ – even though this can at times seem to conflict with brand-building principles.
News
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12 December 2019
Depop, the genre-defying peer-to-peer, social, vintage shopping app uses its small team to sprint its marketing efforts, reacting to the user-generated content that powers the site.
News
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11 December 2019
Greenhouse by Wells Fargo, the financial-services offering with a mobile app at its core, has benefitted from being an “endorsed” brand that mixes the long-standing equity of its parent company with startup energy.
Article
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Amandeep Singh, WARC Exclusive, December 2019
India may have come a long way since The Green Revolution and farm mechanisation was introduced, however the situation for farmers has not, and remains a serious issue that brands need to tackle to empower these large communities.
Article
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Anna Hamill, Event Reports, MAD//Fest London, November 2019
Starling Bank, a digital-only challenger bank in the UK, is disrupting the banking category by thinking about customer experience and brand building differently.
Article
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Stephen Whiteside, Event Reports, Money 20/20, October 2019
Greenhouse by Wells Fargo, a financial-services offering centered around a mobile app, has based its approach on using digital tech to solve long-term consumer painpoints.
News
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10 December 2019
Luckin Coffee, the Chinese retailer that has found stratospheric growth with its physically-light, convenient delivery platform for urban consumers, advocates a strategy of heavily pursuing a core group of users.
Article
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Alex Brownsell, Event Reports, Future of Audio, October 2019
An exploration of the role of voice technology in marketing, and predictions of how brands may be able to exploit voice in the future.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2019
Looks at the growth of youth marketplace Depop – described as a combination of Instagram and eBay.
News
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03 December 2019
Whether attempting to capitalise on a short-term fad, or redirect investment toward a long-term trend, a startup has developed a technique to find the signals in vast quantities of unstructured social data that claims 90% accuracy at a six-month ...
Article
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Tahaab Rais, Admap, December 2019
The Hajj pilgrimage to Mecca in Saudi Arabia is considered a pivotal moment in a Muslim’s life.
Article
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Low Lai Chow, Event Reports, Spikes Asia, September 2019
FCB Greater China’s Steve Xue and Weltmeister Automobile’s Michael Shi talk about the roadblocks and lessons learnt in the brand’s growth journey at Spikes Asia.
Case Study
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MRS Awards, Finalist, MRS Award for Insight Management, 2019
Dixons Carphone, a multinational electrical and telecommunications retailer, created the Customer Matters programme in the UK, which uses digital first research to underpin decision-making.
Article
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Brian Carruthers, Event Reports, IPA EffWorks, October 2019
Luckin Coffee, a Chinese coffee firm, uses its customers data to cut costs, improve quality, and to inform marketing to focus on a convenience-focussed young urban audience.
Case Study
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MRS Awards, Finalist, MRS Award for Financial Services Research, 2019
Open Banking, a government agency initiative, developed, launched and scaled Open Banking in the UK using a curated suite of research methodologies to inform customer experience guidelines.
News
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02 December 2019
Digital platforms are growing ever-more influential and 2020 will see marketers increasingly tasked with building their brands within ecosystems over which they have little or no control, a new WARC report says.
News
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28 November 2019
A new innovation announced this week by Amazon, the global e-commerce giant, will purportedly halve the cost of making devices enabled with Alexa voice services.
Article
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David Tiltman, WARC Webinars, November 2019
David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.
Opinion
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Jenny Chan, November 2019
This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .
