Opinion
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Anna Hamill, September 2020
In June, WARC delved into some of the new trends which were defining the early stages of the COVID-19 response from brands.
Article
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Brian Carruthers, Event Reports, Back to Business, September 2020
This article examines actions taken by UK marketers during the 2008 recession that are equally applicable in 2020.
Opinion
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Jason White, September 2020
For many brands and categories in the US, the last six months have brought dual shocks to long-held ways of doing business, as they juggle realigning their businesses around the impact of a worldwide pandemic and social unrest on a global scale.
News
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21/09/2020
The use of blockchain technology in qualifying impressions in digital advertising can increase return on ad spend by as much as 14%, according to research from the Trustworthy Accountability Group (TAG).
Article
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Jules Kendrick, WARC Exclusive, September 2020
A cross-industry pilot of blockchain technology revealed promising results.
Opinion
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Chiara Manco, September 2020
Mark Evans, Managing Director of Marketing and Digital at Direct Line Group, will be chairing the Best Use of Data category of the 2020 WARC Media Awards.
Article
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Rupert Younger, WARC Exclusive, September 2020
The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.
Opinion
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Anna Hamill, September 2020
Google’s VP for Global Ads Marketing, Marie Gulin-Merle, speaks to WARC’s Anna Hamill about adapting products based on insights, empathising with consumers, and reinventing the role of CMO during the COVID-19 pandemic.
Article
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Geoffrey Precourt, WARC Exclusive, July 2020
John Hancock, the insurance and investment company, has developed its marketing strategy and capabilities in response to the spread of COVID-19.
Article
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Anna Hamill, WARC Exclusive, August 2020
With social justice and pandemic response leading the marketing agenda in 2020, the next generation of marketers are holding their senior colleagues to account.
Article
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Jill Coomber, WARC Best Practice, August 2020
Provides some practical tips for effective B2B messaging.
Opinion
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Tim Riches, August 2020
Research – and first-hand experience – shows brand strategy is the tool businesses cannot do without as they work through the ongoing challenges of COVID-19 explains Principals’ Tim Riches.
Opinion
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Faris Yakob, August 2020
With brand strategy now the top priority for CMOs, Faris Yakob dives into the history of the idea: from the logo to the totality of interactions it has come to represent.
Opinion
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Srotoswini Roy, July 2020
As more CMOs are tasked with leading the business growth agenda, Happy Marketer's Srotoswini Roy outlines the ideal archetypes that should comprise the modern marketing team.
Opinion
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Anna Hamill, July 2020
Diego Scotti, EVP/CMO at US telecoms giant Verizon, speaks to Anna Hamill, WARC’s Senior Editor – Brands, about the guiding light of brand values, the need for marketing agility, and the importance of continued investment in advertising.
Article
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Lee Roth, WARC Best Practice, July 2020
It’s no secret that short-term thinking in the marketing industry has led to a decline in effectiveness.
News
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10/07/2020
A new report from the Institute for Practitioners in Advertising establishes a framework for B2B marketers to build trust with the finance division of their organisations for more effective marketing and greater influence.
Opinion
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Cathy Taylor, July 2020
Sometimes, the best way to get a feel for what's really going on in a country as big as the US is to look at it in microcosm.
News
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07/07/2020
More than three months after lockdown sparked a rush to work from home, a trickle of people are returning to offices, and businesses are having to again consider their working practices; at Mars it’s all about ground-up transformation.
Article
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Brian Carruthers, Event Reports, Digital Transformation Conference, June 2020
Discusses the need to understand the behaviours that make digital transformations successful.
Article
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Anna Hamill, Event Reports, Lions Live, June 2020
Amid unprecedented challenges in 2020, leading CMOs are committing to tangible change and leading with accountability on social issues like racial inequality.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2020
Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.
Article
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Geoffrey Precourt, Event Reports, Lions Live, June 2020
Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.
Opinion
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Anna Hamill, June 2020
The rollercoaster of 2020 has brought the role of brands in wider society into sharp focus, with COVID-19, economic crisis and Black Lives Matter up-ending ‘marketing as usual’.
Article
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Brian Gregg, Eric Hazan, Aimee Kim, Rock Khanna, Jesko Perrey, and Dennis Spillecke, WARC COVID-19 Series, June 2020
Report from McKinsey & Co. that outlines strategies for B2B and B2C companies to recover revenue quickly during the COVID-19 pandemic.
