Article
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Brian Carruthers, WARC Exclusive, January 2021
Advice from InSites Consulting on how brands can respond to changing consumer attitudes to issues around sustainability.
Opinion
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Faris Yakob, January 2021
Business to business advertising reinforces a strange cognitive division made between professional and consumer advertising, where creativity is encouraged for one and discouraged for the other - this is wrong, argues Faris Yakob. Building strong brands to justify prices makes a lot more profit than growing volume.
Article
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Jamie Hall, WARC Exclusive, January 2021
As the number of specialist skills and diversity in the marketing team grows, this article looks at how leaders can build an inclusive and cohesive culture where everyone is pulling in the same direction.
News
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12 January 2021
New research from LinkedIn shows that the IT department is no longer the primary decision-maker on B2B tech purchases.
Article
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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
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David Sitton, December 2020
Year-end planning should include performance measurement. David Sitton, Consultant at The Observatory International, explains why it matters.
Opinion
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Christian Polman, December 2020
2020 has been a challenging year for almost every industry. Organisations have put a necessary focus on cutting costs to survive the period of turmoil – the effects of which continue to reverberate across business and society. As the full economic toll of COVID-19 continues to sink in, there’s little doubt that one major casualty has been the marketing and media industry, as the last IPA Bellwether report showed .
Article
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Jidi Guo, WARC Exclusive, Spotlight China, December 2020
Inner Chapter’s Jidi Guo argues that it’s time for foreign brands to take a serious look at where they fit within China’s changing culture and to stop seeking a way in via “culture hacks”.
Article
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WARC Webinars, December 2020
Helps marketers put their 2021 plan in context and seek new opportunities to develop effective strategies to grow their business.
Opinion
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Jenny Chan 陈詠欣, December 2020
The Danish brewer and its subsidiaries have benefited from relaxed social distancing measures, the rise of health consciousness, and the return of eating out and nightlife. Andrew Khan, Vice President & CMO at Carlsberg Group China, speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about the gradual normalisation of operations and the importance of investing in your brand's share of voice during difficult times.
Opinion
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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.
News
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04 December 2020
It’s more common for CEOs to come from the financial rather than the marketing department, but by adapting language, that leap can be simplified.
Article
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Brian Carruthers, Event Reports, Effworks, October 2020
This article discusses some of the miscommunications between marketers and the rest of the leadership and how to bridge them.
Data
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Marte Aune, WARC Data Points, November 2020
An overview of diversity and inclusion approaches among brands and agencies.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020
This article discusses the updated 2020 results from DVJ Insights’ growth study exploring why winners grow more than the average and why losers grow less.
Article
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McKinsey & Company, Research on WARC, November, 2020
Report from McKinsey looking at how media planning and budgeting needs to reset priorities in the light of changes in consumer behavior because of the COVID-19 pandemic.
Article
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Event Reports, DigiCon Omni virtual conference, October 2020
Omnicon Media Group’s Stephen Li takes a reflective look at how the developments of the year have impacted the marketing and advertising industry.
Opinion
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Paul Coxhill, November 2020
We humans are hardwired to think short-term . That served us in good stead when we were hunter gatherers. But as we now confront the implications of years, perhaps centuries, of short-termism on our leadership, society and the planet, we realise that we need a new set of tools to help us.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this report illustrates how marketing leaders across different categories and markets are thinking about the volatile year ahead, based on interviews with 20 leading brand marketers.
Opinion
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Kathleen Saxton, November 2020
For years, many marketers have bemoaned their lack of influence – or indeed, presence – in the boardroom and certainly battled to be considered the future CEO. Thankfully, over the last decade, the enlightened CMO and their partner CEOs have proven their impact when it comes to embracing new and smarter ways to assimilate consumer insight and behaviour and creating more efficient and beautiful ways of reaching their audience, which in turn converts to revenue and loyalty.
Article
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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.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Opinion
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Cathy Taylor, November 2020
Bills in favor of legalizing recreational cannabis use were passed in Arizona, Montana, New Jersey and South Dakota in early November, bringing the total number of states to do so to fifteen, plus Washington DC. 36 states have legalized medical cannabis over the last few years. Curaleaf, the largest cannabis brand in the world, sells its products through its own retail outlets and in dispensaries. CMO Jason White spoke with WARC’s Cathy Taylor for the Marketer’s Toolkit 2021 about Curaleaf’s trajectory.
Opinion
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Jenny Chan 陈詠欣, November 2020
As one of the key players in the digital transformation space, IBM has adapted quickly to the new demands and needs of its COVID-impacted customers. Gill Zhou ( Chief Marketing Officer of Asia Pacific, Chief Marketing Officer and General Manager of Digital Sales for Greater China) speaks to WARC’s Jenny Chan for the Marketer’s Toolkit 2021 about being agile in a crisis, delivering digital experiences and the importance of presence and empathy in marketing.
Article
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TD Reply, Research on WARC, November, 2020
The marketing industry has seen more disruption in the past 10 years than in the last 100.
