Advertising best practice, evidence and insights

Article • WARC Best Practice, June 2019

Explores how the way brands think about customer experience (CX) is changing as they compete hard for customers’ attention in an omni-channel world with more consumer touchpoints.

What we know about customer-centricity

Article • WARC Best Practice, March 2019

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

How to get customer feedback and what to do with it

Article • John Sills, WARC Best Practice, October 2018

Explores several strategies for companies wishing to utilise customer feedback, so they can make effective, ongoing improvements.

How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.

Delivering effective digital customer experiences

Article • Jamie Brighton, WARC Best Practice, January 2018

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.

How to build an insight-led organisation

Article • Frank van den Driest, Steven Berkhout and Meghna Jain, WARC Best Practice, May 2017

This article examines ten drivers of successful customer-centric and insight-led organisations, with advice on how to optimise an insights strategy, and how to develop both organisational and individual insights capabilities.

How to develop a customer-centric organisation

Article • Jonathan Earle, WARC Best Practice, February 2017

This article explores how organisations can find new opportunities for business, and develop a stronger brand, by rallying around the needs and the data of consumers.

How to design a branded customer experience

Article • Stuart Crawford-Browne, WARC Best Practice, July 2016

This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.

China's young luxury shoppers are brand conscious, not brand loyal

News • 16 August 2019

Companies will need to think outside the brand box to win over the hearts and wallets of China’s young luxury shoppers, according to a new report by McKinsey.

From Lego to Apple: The new era of brand building is ecosystem-driven growth

Article • Victoria Sakal and Dr. Emmanuel Probst, WARC Best Practice, August 2019

Looks at how ecosystem brands serve as one-stop-shops for multi-faceted consumer needs and provides success stories from Lego, Apple and more.

China transforms L’Oreal’s omnichannel approach to beauty

Article • Anna Hamill, Event Reports, Vivatech, May 2019

L’Oreal Group is the market leader for digital beauty in China, where its approach is offering lessons for the rest of the category.

The future of luxury hospitality, as Rosewood Hotel Group sees it

Article • Low Lai Chow, Event Reports, Skift Forum Asia, May 2019

Rosewood Hotel Group is taking a considered approach to its international ambitions as it further evolves its brand with changing traveller tastes.

Mobile UX is crucial for payments providers

News • 07 August 2019

Smooth mobile user experiences will be important areas of focus for payments providers in 2019 and beyond, with high-performing integrations and partnerships also top of mind for financial services brands.

Reddit’s mission to grow its ad business – without compromising user experience

Article • Alex Brownsell, Event Reports, Cannes Lions, June 2019

Reddit co-founder and CEO Steve Huffman outlines the social platform’s approach to advertising, data privacy and brand safety.

What we know about luxury brands

Article • WARC Best Practice, August 2019

Provides marketers with information and guidance about luxury brand advertising.

Mobile UX and P2P payments drive evolution in financial services

Article • Tony Hooper, Admap, August 2019

Looks at what will differentiate the winners in payments from the rest of the pack, as partnerships and advanced technologies facilitate seamless payments and transfers.

Singapore Life taps simplicity for success

News • 02 August 2019

Singapore Life, a five-year-old fintech startup, turned a profit in its first year of trading in a fast-changing landscape thanks to a focus on giving the customer the sort of straightforward experience the sector hasn’t offered before, ...

Five essential trends in money: What marketers need to know

Opinion • Sanjib Kalita, August 2019

The August issue of Admap puts the spotlight on the future of payments. Sanjib Kalita, from Money20/20 and Guppy, explains key trends in payments, including digital identities, data as a value driver and the importance of brand trust.

How to survive the escalating digital payment revolution: What financial services need to do to adapt and thrive

Article • Richard Yao, Admap, August 2019

Looks at how payments becoming invisible will present unprecedented challenges for the established financial service brands as they struggle to keep up with the changing banking behavior and rising customer expectations.

Future of payments: Admap summary deck

Article • Admap, August 2019

A summary of new thinking and best practice on the future of payments from Admap.

A Clubcard for the 21st century: What loyalty schemes should look like today

Article • Tim Mason, Admap, August 2019

Discusses how loyalty schemes have changed in the digital environment and what brands should be doing to maximise customer loyalty both online and in-store.

Brand Purpose and Cinema

Research Paper • Doug Pulick, Sarah Barasch, Jennifer Friedlander and Fiona Blades, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Using a new global study, NCM, a wholesaler, and ScreenVision, a media company, put cinema under the spotlight and compared its performance with all other media channels, from TV to digital.

Humana goes mobile to reach insurance subscribers wherever they are

Article • Geoffrey Precourt, Event Reports, MMA Impact, March 2019

Humana, the healthcare company, is using “mobile moments” to engage with consumers in multiple ways.

CRM space in Greater China heats up

News • 29 July 2019

Chinese internet giants are fighting it out in the field of customer relationship management (CRM) technology, with Baidu and Alibaba announcing new moves at the same time.

How digital insurer Singapore Life became profitable in a year by being customer-centric

Article • Low Lai Chow, Event Reports, Oracle OpenWorld Asia, March 2019

Singapore and other markets in emerging Asia are set to lead global insurance growth in the next decade, with premiums projected to grow at least 9%.

Customer centricity & CX