Charisse Hughes, SVP/Global Chief Marketing Officer of The Kellogg Company, talks to US Commissioning Editor Cathy Taylor for WARC Marketer’s Toolkit about purpose, first-party data, and how its vast brand portfolio allows for marketing experimentation. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Deepa Krishnan, Director – Marketing, category, loyalty and digital at Tata Starbucks, speaks to WARC’s Biprorshee Das for the Marketer’s Toolkit 2022 about how the coffee chain connected with its customers in the digital space during the pandemic. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Robbie Millar, VP – Global Marketing at brewing giant Carlsberg, speaks to WARC’s Anna Hamill for Marketer’s Toolkit 2022 about why brand fundamentals still matter in e-commerce, transparency on sustainability and building long-term consumer connections. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
The business of banking has become increasingly dynamic and crowded. Emma Sheller, Global Head Brand & Marketing for Standard Chartered Bank, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the banking brand is positioning itself as a change agent and the need for marketing to not retreat to safe and familiar spaces. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Pam Forbus, Chief Marketing Officer of Pernod Ricard North America, talks to WARC US Commissioning Editor Cathy Taylor as part of Marketers Toolkit 2022. Forbus discusses the company’s focus on moving to where consumers will be, the surge in interest in at-home cocktails, and blending branding with e-commerce. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
There’s much speculation about the longer-term impacts of the pandemic on consumer behaviour. Following the recent ‘collective pause for reflection’, there is every chance that people will increasingly favour smaller product sizes, says MMR’s Andy Wardlaw.
Research Paper
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Yi Li, Gang Li, Ying Zhang, Jinpeng Xu, Int. Journal of Market Research, Vol. 63, No. 4, 2021, pp. 514-534
This research attempts to complement ongoing discussions on the effects of firm innovativeness on performance and explain the role of external involvement in the relationship between firm innovativeness and performance in B2B settings.
Packaging doesn’t only set expectations about a product – it can actually determine how we experience it. Andy Wardlaw applies behavioural theory to an example from Coca-Cola.
Sets out how the first impressions consumers form of your new product can determine whether they move forward to learn more and buy it or disengage completely.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020
Unilever, a consumer goods company, built an analytics-powered trend engine that used geo-tracking to trace how trends move across the market to give it the edge on launching new, innovative products in India.
Research Paper
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Barnava Nandi, Chandan Agarwal and Ritika Sinha, ESOMAR Conference papers, APAC, 2020
Hindustan Unilever, an Indian consumer goods company, inspected multiple data sources to gain insights into current market trends to enable it to act ahead of the market across multiple sectors.
Article
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Ian Payne and Greg Clayton, WARC Webinars, November 2020
This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.
A surge of consumers returned to the frozen foods category during lockdown. Steve Axe of Nomad Foods says customer retention is more important right now than customer acquisition.
Hangzhou Wahaha Group is a brand leader in China’s food and beverage industry. Cheng Gong, Deputy Director of Branding and Public Relations, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about China's health wave and reflecting how Wahaha (which means “laughing children” in Chinese) is catering to the changing habits of younger consumers while maintaining brand growth.
Article
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Nick Kendall, WARC Best Practice, May 2017
This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.
Explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.
