WARC

Opinion
16 June 2021 Coming from an investment background, Uki Zhang, Genki Forest’s partner and head of functional brands and products, is now selling sparkling water and tea, as well as building a new energy drink sub-brand – she shares the disruptor brand’s plans to go global.
Opinion
16 June 2021 BuffX founder Kang Le shares how his functional food brand achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy.
Opinion
16 June 2021 Bencross is the home-furnishings disruptor that grew this hitherto undeveloped market in China and Bencross CEO Sheldon Li shares how the brand and the Chinese consumer have evolved since the company was established six years ago.
Opinion
16 June 2021 Chinese make-up brand Florasis’ co-founder Freeman shares how it rode on the Chinese-ness trend to disrupt the market amid stiff competition and become an internet hit virtually overnight.
Opinion
16 June 2021 NaiTangPai’s Michael Zhang shares how he tapped a niche segment in China’s lingerie business to develop a brand that thrives on customer-centric values.
Opinion
14 June 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This week, we talk to some of the young minds residing in Thailand.
Opinion
08 June 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This week, we talk to some of the young minds residing in the Philippines.
Opinion
31 May 2021 Jury members of this year’s WARC Awards for Asian Strategy talk about  what they are looking for in this year’s entrants,  the role of strategy in their businesses and their future hopes for the discipline.
Opinion
25 May 2021 This report from the Unstereotype Alliance, produced in collaboration with WARC and Oxford University Business School, examines diversity in the advertising industry in 2021.
Opinion
20 May 2021 文明广告创始人谢建文(Alex Xie): “二者的区别在于,销售更加直接,不论做成的生意是大是小,都属于销售,它是直接地让消费者为产品和服务买单。而营销是更加需要有一定的基础,这才称得上是营销,这是一件更系统化的事情,要洞察需求、创造价值、深化联系,让消费者更乐于为品牌买单。” 联合利华资深总监、集团数据及数字化营销负责人Alence Lee: “品牌建设的终极目标其实还是为了效果。大家在谈到效果的时候往往觉得是短期的ROI,但实际上应该分成三个层面,即可持续的增长、有盈利的增长和有竞争力的增长。所以品牌建设与效果是互相匹配的,它能帮助公司持续地盈利性地以及有竞争力地去成长,去最终体现效果。” 威动营销执行合伙人 、香港大学中国商业学院客席副教授陈亮途(Hugo Chan):
Opinion
19 May 2021 Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.
Opinion
19 May 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. We head to Bangladesh this week.
Opinion
12 May 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. This week, we speak to some rising stars from Sri Lanka.
Opinion
04 May 2021 In conjunction with this year’s WARC Awards for Asian Strategy, this series aims to showcase perspectives from young strategists across Asia, highlighting their take on strategy as a marketing discipline and career path. In this edition, we hear from India.
Opinion
25 April 2021 Lynette Pang, Assistant Chief Executive, Marketing at Singapore Tourism Board, will be chairing the 2021 WARC Awards for Asian Strategy. Here, she talks to WARC about the power of strategic partnerships, how STB is remaining top of mind during the pandemic, and what she hopes to see from the next generation of strategists in the region. Lynette Pang, Assistant Chief Executive, Marketing at Singapore Tourism Board
Opinion
20 April 2021 Harsh Lal, co-founder and director of The Souled Store, tells WARC how, in just eight years, the online apparel brand has carved out an enviable niche for itself among a young, pop culture crazy audience looking for authentic quality clothing; how it seized opportunities during the pandemic; and what is the e-commerce startup’s omnichannel focus going forward.
Opinion
20 April 2021 In 2020, BigBasket witnessed an unprecedented surge in demand as it welcomed a new set of customers who were buying groceries online for the first time. Amid the dramatic shift in consumer behaviour, Arun Jayaraman, Head of Marketing – Loyalty, Site Merchandising and Partnerships, BigBasket, tells WARC how the online grocer sees the Indian market growing after weathering the pandemic storm.
Opinion
20 April 2021 Pawan Sarda, Group Head, Digital, Marketing and E-commerce, Big Bazaar tells WARC how the hypermarket chain, a one-stop store heavily reliant on footfall, leveraged its digital initiatives to navigate the pandemic, and what e-commerce 2.0 will look like.
Opinion
30 March 2021 Since its launch in 2014, rewards and discovery platform ShopBack has been steadily building out its partnership network as part of its goal to help shoppers in Southeast Asia “shop smarter”. Chief Commercial Officer Candice Ong speaks to WARC about effective partnerships and growth ambitions.
Opinion
30 March 2021 Derek Tan, Chief Brand Officer, Carsome, tells WARC how the online used car trading platform has collaborated with partners from various industries to not only introduce innovation and convenience to its customers but also enhance its dealers’ user experience with the brand and most importantly, grow the brand.
Opinion
18 March 2021 How do you show your work has worked? Your clients want to know. Your colleagues want to know. Effectiveness awards judges want to know too.
Opinion
24 February 2021 Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha
Opinion
24 February 2021 Before the concept of brand purpose became popular, Tata Tea immortalised itself with the message “ Jaago Re ” or “Wake up”. Over the years, the Jaago Re cause marketing initiative has helped the Tata Tea brand to stay relevant by championing various causes. Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products, tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.
Opinion
27 January 2021 Coles Australia responded swiftly to the restrictions wrought by COVID-19 measures and has since shifted its focus to building out a more personalised and seamless omnichannel brand experience. Coles Group CMO Lisa Ronson speaks to WARC about ditching the print catalogue, lessons learnt and what’s in store for the year ahead.