Article
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WARC Best Practice, September 2021
Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.
Opinion
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Farhan Khan, September 2021
Brainchild Communications’ Farhan Khan explains how his media agency is steering advertisers towards growing digital sophistication before the death of the third party cookie in 2023.
Article
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Sangeeta Tanwar, Event Reports, adtech Direct-to-consumer (D2C) and E-commerce conference, July 2021
As COVID-19 continues to significantly change shopping behaviour, brands will have to innovate to stay relevant and thrive.
Opinion
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WARC, August 2021
Bencross is the home-furnishings disruptor that grew this hitherto undeveloped market in China and Bencross CEO Sheldon Li shares how the brand and the Chinese consumer have evolved since the company was established six years ago.
Opinion
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WARC, August 2021
BuffX founder Kang Le shares how his functional food brand achieved rapid e-commerce success with nutritional gummies that target strong consumer need for good sleep and energy as well as good eye, immunity, digestion and liver health.
Opinion
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Scott Rigby, August 2021
Adobe’s Scott Rigby lists the various factors that organisations must consider when launching a DTC e-commerce strategy.
Article
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Sangeeta Tanwar, Event Reports, adtech: Direct-to-consumer (D2C) and e-commerce conference.
Aspirational consumers and rising consumption are just two of the trends driving the growth of India’s direct-to-consumer (D2C) segment.
Opinion
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WARC, August 2021
NaiTangPai’s Michael Zhang shares how he tapped a niche segment in China’s lingerie business to develop a brand that thrives on customer-centric values.
Opinion
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Cathy Taylor, August 2021
Natura &Co Media, Content and Communication VP Carlos Pitchu joined the Brazilian personal care and cosmetics company early last year just as the pandemic was unfolding. Having worked with the brand for some time as president of Tribal Brazil, he was quite familiar with it, but COVID put his job in a new context since he had to meet both the marketing needs and the economic needs of many Brazilians. Both the Natura brand and the Avon brand, which Natura also owns, are sold by sales reps, many of whom are women entrepreneurs. Natura also owns The Body Shop. For WARC’s Spotlight Brazil, WARC US Commissioning Editor Cathy Taylor talked to Pitchu about how the brands have been helping their sales reps through the pandemic, about
Article
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David Tiltman and Alex Brownsell, WARC Exclusive, July 2021
WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.
Opinion
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WARC, July 2021
Chinese make-up brand Florasis’ co-founder Freeman shares how it rode on the Chinese-ness trend to disrupt the market amid stiff competition and become an internet hit virtually overnight.
Article
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陆凡（Mimi Lu）| 电通中国媒体服务线策略合伙人, WARC Exclusive, Spotlight China, June 2021
China’s DTC or direct-to-consumer brands are shapeless like water, says OMD China’s Mimi Lu, with fluid branding, a fluid omnichannel and fluid segmentation based on small data.
Article
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Mike Zhu, Kevin Cheung and Shirley Li, WARC Exclusive, July 2021
Advice on how to execute a first-party data strategy in China.
Article
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WARC Best Practice, July 2021
A summary of new thinking and best practice on the future of identity.
Article
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Sam Ngo, WARC Exclusive, July 2021
Beer brand HEINEKEN devised a strategy to gather first-party customer data.
Article
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WARC Best Practice, July 2021
Data
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Rob Clapp, WARC Data Points, July 2021
An overview of the advertiser strategies currently being pursued.
Article
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Arnold Ma , WARC Exclusive, Spotlight China, June 2021
The importance of direct-to-consumer or DTC marketing in China is growing, but Qumin’s Arnold Ma says cutting out e-commerce platforms completely is risky.
Article
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Laura Liang, WARC Exclusive, Spotlight China, June 2021
The term “direct to consumer” or DTC may have been coined by Western brands it is not an entirely new concept in China where DDB China Group’s Laura Liang says the mature e-commerce scene has produced pioneer brands that have been following the DTC business model.
Opinion
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Jenny Chan 陈詠欣, June 2021
Yet another millennial-targeting, direct-to-consumer disrupter wannabe with cult-like followings…? Don’t brush them off. Legacy companies are taking notes as DTC brands seem to be outsmarting, outpacing, and outmaneuvering them. Jenny Chan, WARC’s China Editor, ruminates about their moves in this Spotlight series.
Article
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Alexander Kremer and Cedric Jäger , WARC Exclusive, Spotlight China, June 2021
Picus Capital’s Alexander Kremer and Roland Berger’s Cedric Jäger examine what is driving the exponential growth of FMCG challenger brands.
Article
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WARC Exclusive, Spotlight China, June 2021
Analyses data from ongoing surveys of Chinese consumers, provided by GlobalWebIndex.
Article
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WARC Best Practice, June 2021
Current reading and insights on the topic of challenger thinking and how challenger brands can break through in their category.
Research Paper
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Ryan S. Paquin, Amie C. O’Donoghue, Bridget J. Kelly, Kevin R. Betts, Mihaela Johnson, Christine N. Davis, Alyssa Jordan, and Peyton Williams, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 178-191
Direct-to-consumer prescription-drug television advertisements often contain superimposed text (supers) to convey information about the advertised product.
Article
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Kartik Iyer , WARC Exclusive, Spotlight India, April 2021
As e-commerce in India continues to evolve and develop, Publicis Commerce’s Kartik Iyer looks at what marketers need to focus their time and attention on.
