Article
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Research on WARC, February 2021
Data show the Chinese cosmetics market is projected to grow to $26bn by 2023 and that Chinese consumers use both online and offline channels to evaluate and purchase, but consumer loyalty in the Chinese market appears to be in decline.
Article
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岳樂（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.
Article
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Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, August 2021
Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi discuss what is it about the notion of purpose that makes it so different from sustainability or responsibility.
Article
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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.
Article
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Amit Bhandare, WARC Exclusive, Spotlight India, August 2021
Amit Bhandare lists the challenges of rural marketing in India and what brands can do to acquire a regional reach and relationship.
Article
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WARC Exclusive, August 2021
Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.
Article
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Stephen Whiteside, Event Reports, ANA Masters of B2B Marketing Conference, July 2021
Research by The B2B Institute, a think tank supported by LinkedIn, and the Ehrenberg-Bass Institute for Marketing Science has shown that driving mental availability is a critical task for business-to-business (B2B) marketers.
Article
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Will Hodge, WARC Exclusive, August 2021
Company sustainability initiatives need to involve marketing teams in order to be widely adopted or to create lasting change.
Article
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Simon Green, WARC Exclusive, July 2021
Sustainability is not a restriction – instead, it is an opportunity to improve businesses, increase engagement and realise new commercial opportunities.
Article
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Wayne Deakin, WARC Exclusive, July 2021
With sustainability an increasing focus in the business world and for consumers, brands will need to centre regenerative design as a key pillar of their sustainability efforts.
Article
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David Gutting, WARC Best Practice, July 2021
Using an analysis of national surveys of 9,000 consumers over the last two years, and evaluating more than 150 brands in 25 categories, this article argues that brands that work as unified systems perform far better than those that don’t.
Article
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Sue Mizera and James Risch, WARC Exclusive, July 2021
This in-depth case study explores the creation of a vision, mission and core values for a pharmaceutical technology company to develop a clear B2B brand strategy that underpinned a new strategic focus for the organisation for the long term.
Article
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John Clark, WARC Exclusive, July 2021
Brands today must have a digital presence, but one that is seamlessly integrated with digital and human touchpoints.
Article
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Rachel Clarke, WARC Exclusive, July 2021
As omnichannel marketing increasingly becomes the default, marketing teams and e-commerce teams will need to work as one to achieve brand growth.
Opinion
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Brian Carruthers, June 2021
A skit for Cannes Lions Live about marketers and consumers in relationship therapy, by Professor Mark Ritson, is enlivened by digs at a rival antipodean marketing professor. But the real issue for him is the marketing industry’s midlife crisis, WARC’s Brian Carruthers heard.
Article
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Ian Edwards and Harry Davison, WARC Exclusive, June 2021
This paper from Facebook shares new research about brand building online.
Article
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WARC Exclusive, June 2021
This WARC white paper looks at rethinking how the marketing discipline should approach brand, media and performance marketing – and reframe it for a world of digital commerce.
Opinion
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WARC, June 2021
Coming from an investment background, Uki Zhang, Genki Forest’s partner and head of functional brands and products, is now selling sparkling water and tea, as well as building a new energy drink sub-brand – she shares the disruptor brand’s plans to go global.
Article
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Carolyn Paul, WARC Exclusive, June 2021
In Spring 2020, Edelman’s Trust Barometer revealed trust in the healthcare sector had reached an all-time high.
Article
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Marie Stafford, WARC Exclusive, June, 2021
Brands that advocate for the big issues we face, like climate change and inequality, will not only remain relevant, but will also build future resilience for society and for themselves.
Article
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Darren Coleman and Erich Joachimsthaler, WARC Best Practice, June 2021
Research shows that eight of the largest ten companies in the world today have been built on platform-business models.
Article
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Scott Goodson and Chip Walker, WARC Best Practice, June, 2021
Higher purpose tends to be lofty by nature, which can make it sound inspiring, but can leave people unsure how to action it.
Opinion
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Natalie Morris, May 2021
Natalie Morris, Flock Associates, Global Media & Marketing Consultant explains how marketers and agencies can embed sustainable business practices that drive inclusive marketing forward.
Article
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Phil Sutcliffe, WARC Exclusive, May 2021
Looks at how marketers can create and sustain both difference and distinctiveness and how market research can help.
Article
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Jiggy George, WARC Exclusive, May 2021
Licensing offers Indian brands many opportunities but Dream Theatre’s Jiggy George say it is ignored by leadership teams and their strategy.
