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.
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.
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.
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.
Content can transform the way that consumers experience the brand, according to Unilever’s senior global brand director, who believes that the blurring of the boundaries between offline and online offers rich pickings for generating content.
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.
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.
MRS Awards, Finalist, MRS Award for Insight Management, 2019
Matalan, a fashion and homeware retailer, cut across data to uncover strategic insight into the omnichannel customer journey in the UK, which enabled Matalan to invest strategically in the areas of the business that will have most positive commercial impact.
MRS Awards, Finalist, MRS Award for Business-to-Business Research, 2019
Fujitsu, a technology equipment and services company, launched an ongoing feed of in-depth customer views in the UK and Ireland to change its approach to one that was closer aligned with customer satisfaction and cultural transformation.
MRS Awards, Finalist, MRS Award for Innovation in Data Analytics, 2019
Formula 1, the highest class of single-seater auto racing, developed a robot that created a near-real-time picture of the scale and context of fan activity in the UK, which the brand used to uncover what excites fans most about F1.
MRS Awards, Winner, MRS Award for Applications of Development, 2019
BT, a telecommunications company, strengthened its top market position in the UK by creating a customer retention proposition, BT Plus, which automatically unlocked benefits when people became a customer.
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.
Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.
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