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Brands should have values, not politics

Article • Avin Narasimhan, WARC Exclusive, Spotlight US, January 2021

Brands should focus on values and not politics to avoid alienating potential customers.

Polarization in the US is fueling a new wave of reliable, authentic influencers

Article • Shawn Francis, WARC Exclusive, Spotlight US, January 2021

Influencers have pivoted to thrive in the polarized United States.

It’s not just political: The cross-currents buffeting US consumers

Article • Victoria Sakal, WARC Exclusive, Spotlight US, January 2021

While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.

How to balance long-term and short-term objectives during a crisis

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.

No brand is too big for innovation: How big brands can compete with niche offerings

Article • 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?

E-commerce and the future of effectiveness in KSA and UAE

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.

Jumpstart productivity through systems

News • 07 January 2021

Productivity is a quality typically ascribed to individuals, but that is a tiny minority of the measures an organisation can take to improve – a new paper argues that firms must focus on their systems.

Uber’s former performance chief charts extent of ad fraud

News • 05 January 2021

Ride-hailing company Uber was in the midst of crisis when it discovered colossal fraud to the tune of $100m, according to comments made recently by its former head of performance marketing and CRM.

Results Brand Growth Study 2020

Article • DVJ Insights, Research on WARC, January, 2021

The DVJ Brand Growth Study is a global, large-scale, continuous study among marketers and consists of two components: qualitative interviews with CMOs and marketing directors and an annual quantitative study amongst people working in marketing, media, and advertising.

Don't sweat the new normal

News • 23 December 2020

As consumers rewire their habits and lifestyles thanks to COVID-19, marketers should take the opportunity to focus and get the basics right, says Seth Godin.

Preparing for the next black swan using data-driven simulations

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.

Marketers need to ignore macro trends and stay focused

Article • Low Lai Chow, Event Reports, DigiCon Omni, October 2020

Seth Godin shares some insights on what marketers need to be prioritising amidst macro-changes.

Post COVID-19: A brand blueprint for the future

Research Paper • Rossana Dell’Isola, Veronica Mayne, ESOMAR Conference papers, Insights Festival, 2020

Beyond Research Italy, joined forces with insight agencies worldwide to develop global guidelines to empower brands in the post-COVID-19 age.

2020 will force brands to shift focus from media to consumer attention

Opinion • 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 .

International heritage vs. China future: A cultural conundrum

Article • Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020

GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.

Far side of the moon: What it will take to create a true Chinese global brand

Article • Reno L. Davis-Yue , WARC Exclusive, Spotlight China, December 2020

Hypers’ Reno L. Davis-Yue believes that Chinese brands have an opportunity to take the lead in redefining cultural norms and expectations on the global stage.

The three current models of social influence, and how brands can use them

Article • Ana Andjelic, WARC Exclusive, December 2020

This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).

How Shell supercharged its insights-to-marketing process

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.

Using semiotics in marketing: How to achieve consumer insight for brand growth and profits

Research Paper • MRS Awards Papers, Finalist, MRS Award for Cultural Insights, 2020

The owner of Lawes Consulting, a research company, published a book entitled Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits, which is already impacting market research.

The brand strategy toolkit: The GROW Model

Article • Nick Liddell, WARC Exclusive, December 2020

Sir John Whitmore and Graham Alexander created the GROW model in the 1980s as a way to make coaching conversations ‘fluid, natural and artistic’.

The brand strategy toolkit: The Golden Circle

Article • Nick Liddell, WARC Exclusive, December 2020

Simon Sinek is an influential brand thinker, who is most famous for his 2009 book, ‘Start with WHY’.

The brand strategy toolkit: Branded House and House of Brands

Article • Nick Liddell, WARC Exclusive, December 2020

The Brand Relationship Spectrum was introduced to the world by David Aaker and Erich Joachimsthaler in 2000 to help brand architecture strategists employ insight and subtlety to subbrands, endorsed brands and their alternatives.

The brand strategy toolkit: The Pareto principle

Article • Nick Liddell, WARC Exclusive, December 2020

Also known as the 80/20 rule, the Pareto principle is named after French-Italian economist Vilfredo Pareto, who observed that 80% of Italy’s land was owned by 20% of its population.

BrewDog CEO talks mistakes

News • 30 November 2020

You learn more from mistakes than from successes - James Watt, CEO of the outspoken drinks brand, BrewDog, shares ten of his biggest in a LinkedIn post.

Strategies for marketing teams looking towards rebound and recovery

News • 25 November 2020

Stock markets may have reacted with glee to the news that COVID-19 vaccines are on the way, but most business leaders are a great deal less sanguine, according to new research from Kantar.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
Applying behavioural science to the coronavirus outbreak: Four key implications for brands

Article • Ashok Sethi, WARC Exclusive, February 2020

The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Nike’s four-step strategy to look beyond COVID-19 – and return to growth

Article • Stephen Whiteside, WARC Exclusive, March 2020

Nike, the sporting-goods manufacturer, has developed a clear playbook that is shaping its response to COVID-19 around the world.