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Data and AI for personalisation: How Telstra delivers higher engagement and conversions

Article • Mukta Lad, Event Reports, Adobe summit, April 2021

Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

First-party data: A matter of survival in China

Article • Mike Zhu, Kevin Cheung and Shirley Li, WARC Exclusive, July 2021

Advice on how to execute a first-party data strategy in China.

Privacy and responsible data use: Patchworks, platforms, and people

Article • Arielle Garcia, WARC Exclusive, July 2021

An overview of the consumer data privacy regulation globally.

Succeeding in trying times: Behind PayPal’s and Scania’s DMA Awards-winning work

Opinion • Chiara Manco, June 2021

Through a deep dive into two 2020 DMA Awards winners, WARC’s Chiara Manco looks at how challenging times can be the breeding ground for creative and effective work.

The importance of artificial intelligence, analytics and automation in the customer experience journey

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Artificial intelligence, analytics and automation are among the fundamental technologies that can give organisations the edge when it comes to enhancing customer experience.

Understanding AI advertising from the consumer perspective: What factors determine consumer appreciation of AI-created advertisements?

Research Paper • Linwan Wu and Taylor Jing Wen, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 133-146

In recent years, artificial intelligence (AI) technology has been used to create advertising messages.

Driving tech-fuelled commerce in Southeast Asia: How Grab, Shopee and Lazada do it

Article • Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021

Grab, Shopee and Lazada discuss innovation and e-commerce in the Southeast Asia region during a Campaign360 virtual conference.

Adtech + martech: Enriching the customer experience

Article • Gabey Goh, WARC Exclusive, May 2021

The convergence of adtech and martech can better tailor the customer experience to the individual – WARC’s Gabey Goh speaks to Oracle and Wunderman Thompson about how much of this is evident in APAC marketing.

How social listening helped Kimberly Clark boost sales and innovation

Article • Sean Hargrave, Event Reports, Festival of Marketing: The Bottom Line, March 2021

Personal care company Kimberly Clark has switched its consumer research efforts away from traditional focus groups to real-time social listening in order to be more clearly focused on customers and to ensure marketing messages address their concerns.

AI is here to help humans, not reduce headcount: Adobe

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Artificial Intelligence or AI can help drive results for e-commerce players and Adobe’s Ryan Green explains how the company’s Adobe Sensei technology is able to unlock innovation for digital merchandisers.

What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.

Faster, better, human: How innovation winners are using AI without losing the human touch

Opinion • Simon Levitt, May 2021

Winning WARC Media Awards campaigns highlight the opportunity for brands to use AI to learn and predict customer behaviour patterns, enhancing the entire customer journey.

What we know about chatbots

Article • WARC Best Practice, May 2021

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

What we know about marketing on WeChat

Article • WARC Best Practice, April 2021

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Three steps to study: How brands can think about non-fungible tokens

Opinion • Samantha Yap, April 2021

PR agency YAP Global’s Samantha Yap looks at the hype around non-fungible tokens (NFTs), and spells out the three steps that brands should consider when framing their angle on this cryptographic token: explain what an NFT is, forward the justification for it, and understand its prospective value in the future.

This article wasn’t written by a machine: Will artificial intelligence guide future interactions with brands?

Opinion • Antony Ede, March 2021

Advances in artificial intelligence present opportunities for new business models to meet the challenges of information retrieval, thereby substantially reducing the cost of interactions with customers.

Are you listening? Synthetic voice and the future of audio advertising

Article • Silke Zetzsche, WARC Exclusive, March 2021

How brands can use synthetic voice in dynamic creative advertising.

Nifty marketing with NFTs: Non-fungible tokens offer exciting possibilities for marketers

Opinion • Oliver Eriksson, March 2021

The proof of authenticity and provenance offered by non-fungible tokens or NFTs opens up numerous possibilities for brands to use as a way to encourage loyalty, long-term fan engagement and advocacy.

Closing the data empathy gap: Balancing human and machine

Article • Lauren Cadman, WARC Exclusive, March, 2021

Marketers need to balance data and technology with the softer human skills of insight, creativity and experience to close the ‘empathy gap’.

If digital transformation is the question, knowledge graphs are the answer

Article • Jon Buss, WARC Exclusive, March 2021

Offers advice for brands on how to organise information on the web.

Five CX trends in Asia: Pandemic-proofing through customer engagement

Article • Low Lai Chow, Event Reports, CX Trends, February 2021

COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.

Future gazing: Social commerce is the new e-commerce

Article • Maria Bain, WARC Exclusive, March 2021

Three key considerations for brands looking to sell products and services on social media platforms.

TBWA’s Gon Woo Yang: Future marketing trends emerging in South Korea

Opinion • Gon Woo Yang, February 2021

With subscription marketing, live commerce and tech marketing emerging as the dominant forces shaping the future, marketers should transform their business methods and product design to face a new wave of disruption writes Gon Woo Yang, executive account director, head of Planning2 Division, TBWA\.

Conversational AI improves efficiency but not CX in Asia

News • 12 February 2021

Conversational AI-based solutions helped APAC businesses be more effective during the pandemic but failed to raise the customer experience (CX) bar, according to Forrester.

4A’s, Google and Forrester outline growth opportunities for agencies

Article • Stephen Whiteside, Event Reports, 4A's Decisions 2021 conference, January 2021

A study commissioned by the 4A’s, the trade body, and Google, the tech giant, outlined various growth opportunities for agencies.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
The WARC Guide to Making segmentation work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
2020 Media Strategy Report: Insights from the WARC Media Awards

Article • WARC Exclusive, April 2020

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.
Voice of the industry: Travel after Coronavirus

Article • Euromonitor Strategy Briefings, August 2020

Highlights the results of Euromonitor’s Voice of the Industry: Travel and Tourism survey, alongside commentary and context from Euromonitor experts.
What's working in sponsorship and partnerships

Article • WARC Category Intelligence, February 2021

Global strategies, campaign updates and trends in sponsorship and partnerships.
What's working in tech-enabled marketing

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in tech-enabled marketing.