Article
•
Jann Schwarz, Research on WARC, April 2021
A conversation with McKinsey partner Michael Betz, one of the Institute’s Research Fellows that discusses the appropriate response to the coronavirus pandemic.
Article
•
WARC Exclusive, April 2021
This report looks at the strategies and approaches of some of the world’s most awarded campaigns for effectiveness in 2020.
Opinion
•
Ari Weiss, April 2021
By all accounts this was a dumpster fire of a year. Advertising is hard during a normal year. Then 2020 proved it could get even harder. So how did we end up having one of the best creative years in our network’s history? We followed these five simple steps.
Article
•
WARC Strategy Toolkit, March 2021
This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
Opinion
•
Mary Winter, February 2021
The brands that won the hearts of consumers in 2020 were the ones that stepped up, even when they didn’t have to. Those that didn’t are now lagging behind but it’s not too late to make a difference, writes Mary Winter.
Opinion
•
Gabey Goh, February 2021
Alexsandro BX Pinto, former vice-president, marketing, AB InBev South Korea, points out how domestic brands witnessed a rise in the year of the pandemic. Going forward, he expects premiumisation to return in a big way, but he also believes that a brand has to be fully leveraged on data and digital media in order to entertain and solve consumer problems. Pinto speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2021.
Article
•
Martin Vinter, WARC Exclusive, February 2021
Research into the disparity between perception and reality of media effectiveness.
Article
•
Research on WARC, February 2021
The need to look ahead and make sense of the cultural changes impacting business and communication has never been so vital and interesting.
News
•
11 February 2021
The disruption caused by COVID-19 has led people to seek new forms of value, such as easy e-commerce or paying a premium for hygiene, and marketers are having to rethink how they communicate value through messaging and optimal pricing.
Article
•
WGSN, WARC Exclusive, February 2021
A snapshot of the five key consumer drivers that are forging innovations in product development and service solutions.
Article
•
Andrew Mitchell, WARC Exclusive, February 2021
Evaluates lessons from the last recession, looks at re-emerging patterns and highlights what’s unique about this COVID recession and the implications and actions for CPG retailers and manufacturers.
Article
•
Eugene Ng, WARC Exclusive, February 2021
This article shares examples of brands that have capitalised on consumers’ new digital first habits in China and offers lessons for other countries.
Article
•
Nigel Hollis, WARC Exclusive, February 2021
The COVID pandemic and recession have caused huge changes in consumer behavior around the world.
Article
•
WARC Best Practice, February 2021
A summary of new thinking and best practice on communicating value.
Article
•
Mike White, WARC Exclusive, January, 2021
As COVID-19 stretches into 2021, brands are realising that plans put on ice in 2021 may no longer fit the moment.
Article
•
WARC Exclusive, January 2021
Examines the trends developing through the growth of e-commerce during the COVID-19 pandemic in the Kingdom of Saudi Arabia and the United Arab Emirates.
Article
•
EACA/Effie Awards Europe, Research on WARC, January, 2021
The effect of the COVID-19 pandemic on people, brands and business could be seismic and long-lasting; some outcomes will certainly be category-specific, but they will also depend on how individual brands respond.
News
•
14 January 2021
Economic turmoil is a certainty for 2021, as the pandemic disruption shows little sign of abating, but strong brands can overcome these barriers, according to a new collaborative report from EACA, Effie Awards Europe, and the Effectiveness Partnershi
Article
•
Mike Menkes, WARC Exclusive, December 2020
This article looks at the necessity of scenario planning for businesses going forward, as COVID-19 is just the most recent ‘black swan’ event to roil businesses.
Opinion
•
Simon Dale, December 2020
Adobe’s Simon Dale outlines how the smart tourism that delivers personalised and contactless experiences can help the APAC tourism industry accelerate its post-pandemic recovery.
Article
•
Ryan Dinger, ANA, B2B Marketer, December 2020
The Gartner 2020 CMO Spend Survey found that 73% of the respondents expect the short-term negative impact of COVID-19 to be short-lived whereas the World Economic Forum survey of CEOS, found that 60% believe there will be a U-shaped recession.
Article
•
WARC Webinars, December 2020
Helps marketers put their 2021 plan in context and seek new opportunities to develop effective strategies to grow their business.
News
•
10 December 2020
If marketers spent much of 2020 in crisis-response mode, next year should see them transforming their processes to prioritise speed, flexibility and impact while also rethinking longer term strategy, says WARC’s Marketer’s Toolkit.
Article
•
WARC Category Intelligence, December 2020
Global strategies, campaign updates and trends in the tech and electronics category.
Opinion
•
Anna Hamill, December 2020
This article is part of a special WARC Snapshot focused on enabling brand marketers to re-strategise amid the unprecedented disruption caused by the novel coronavirus outbreak.
