Article
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Rob Sellers & Dulcie Omonubi, WARC Exclusive, January, 2021
As niche offerings and challenger brands capture emerging demographics, can the mass market brand compete with innovation?
Article
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Anna Hamill, WARC Exclusive, January 2021
Nike, the global sportswear brand, is leaning into e-commerce and an exclusive membership programme to boost sales and customer retention.
Opinion
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Andrew Barraclough, December 2020
Cast your mind back to March/April this year. It may feel like a lifetime ago but something interesting started to take shape in the early stages of lockdown. While restrictions led to inertia in all sorts of ways – things closing, less movement, limited interactions – there was also a flurry of activity.
Research Paper
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Melanie Castro, Kristin Hickey, James McLintock, ESOMAR Conference papers, Insights Festival, 2020
Global cosmetics brand Estée Lauder explains the concept of defensive innovation and how it led to its creation of a six-step approach to supporting businesses in becoming risk-ready.
Research Paper
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Nicholas Lee Jianhao, Alex Wilman, ESOMAR Conference papers, Insights Festival, 2020
Semiconductor and software design company Arm Holdings and global insight agency Northstar championed Design Thinking (DT) to better understand the relationship between youth and tech, leading to the design of a cyberbullying prevention app.
Opinion
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Guy Hanson, December 2020
Guy Hanson of Validity Inc. discusses how award-winning marketing campaigns have evolved during the pandemic to effectively engage with consumers.
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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MRS Awards Papers, Winner, MRS Award for Cultural Insights, 2020
Chivas Brothers, a Scotch whisky brand, created dramatic category differentiation by expanding whisky's flavour vocabulary in the USA, Chile and Spain.
News
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02 December 2020
With media budgets tight in many markets, a new WARC report highlights the sort of innovative strategies, that, post-pandemic, brands can use to facilitate talking points and grab attention as well as drive PR and social engagement.
Article
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Brian Carruthers, Event Reports, MoneyFest, October 2020
The likes of Klarna, Affirm and Afterpay are growing rapidly – evidence of the popularity of the ‘buy now, pay later’ (BNPL) model with consumers.
Article
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WARC Best Practice, December 2020
Summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
Article
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WARC Exclusive, December 2020
Analyses the key themes and summarises the winning case studies from the 2020 Effective Innovation category in the WARC Awards, and examines the data.
News
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26 November 2020
Around the world, consumers’ behaviours are changing and their expectations of brands are growing, but when innovating it’s important to remember that their basic needs remain much the same.
Opinion
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Rogério Colantuono, November 2020
Partnerships that bring together brands from different sectors can earn attention and generate results, says Wavemaker’s Rogério Colantuono.
Opinion
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Jenny Chan 陈詠欣, November 2020
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.
Opinion
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Matt Simms, November 2020
Volvo Cars has a beautiful heritage: a belief that because cars are driven by people, they should be safe.
Opinion
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Prue Jones, November 2020
Fjord Interactive’s Prue Jones explains how seasonal work can innovate to stay relevant, particularly in the post-COVID world.
Opinion
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Gabey Goh, October 2020
As an essential foods brand, Kraft Heinz navigated 2020 from a unique position of operating within an in-demand category. APAC CMO Dhiren Amin speaks to WARC’s Gabey Goh for WARC Marketer’s Toolkit 2021 about emerging consumer trends, why not all brands need to have a social purpose and the fundamental challenge facing marketers in e-commerce.
Article
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WARC Best Practice, November 2020
A summary of new thinking and best practice on effective packaging, from the WARC Guide.
Research Paper
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Noelia Bellucci, ESOMAR Conference papers, Latin America, 2020
Maru/Matchbox, a market researcher, launched a study of more than 2,500 consumers in Latin America to uncover what consumers think of brand innovations.
News
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29 September 2020
The challenge of the COVID-19 pandemic has proved to be a defining period for a number of Vietnam’s domestic brands, according to Campaign Asia.
News
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10 August 2020
The Clorox Co.
Article
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Stephen Whiteside, WARC Exclusive, August 2020
The Clorox Co., which owns numerous brands in consumer-packaged goods sector, is boosting its advertising expenditure in the face of COVID-19 and a related economic downturn.
Article
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Anna Hamill, WARC Exclusive, July 2020
Unilever, the fast-moving consumer goods manufacturer, is responding to the on-going challenges posed by COVID-19 through maximising flexibility and focusing on the biggest opportunities.
Article
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Stephen Whiteside, WARC Exclusive, July 2020
Coca-Cola, the beverage manufacturer, is streamlining its brand portfolio to focus on strategic priorities and the assets with greatest potential.
