Opinion
•
Anna Hamill, October 2020
As one of the world’s leading marketers, Marc Pritchard, chief brand officer at Procter & Gamble, is driving a transformational agenda of equality and transparency. He speaks with WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 on reinventing brands post-COVID, prioritising media transparency, and pursuing accountability on diversity.
Opinion
•
Gabey Goh, October 2020
Dairy giant Amul emerged from India’s lockdown in a much stronger position than before. RS Sodhi, managing director of the Gujarat Co-operative Milk Marketing Federation and owner of the Amul brand speaks to WARC’s Gabey Goh for WARC Marketer's Toolkit 2021 about never going dark, meeting new consumer demands, being hyper-local and the organisation’s belief in long-term consistency.
Opinion
•
Jack Miles, October 2020
Al and Laura Ries wrote The 22 Immutable Laws of Branding 22 years ago. Immutable – “unchangeable over time” – is a big word to use in a book title. But it’s accurate in this case, even though today’s marketing tactics and tools are unrecognizable compared to 1998 – the
News
•
24 September 2020
COVID-19 is changing how CMOs view the customer experience, with their focus now moving beyond the simple elimination of pain points to build differentiation and delight.
News
•
23 September 2020
Amazon, the e-commerce and now advertising juggernaut, has been found limiting competitors’ ability to buy ads, in revelations that add to growing pressure on the company over alleged anti-competitive behaviour.
Opinion
•
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.
Article
•
Joan Yong , WARC Best Practice, September 2020
Organisations have never had to deal with this scale of change management for customers, and marketers need to have proper frameworks in place.
Opinion
•
Jane Asscher, September 2020
The Covid-19 global health crisis has resulted in a reset for many brands. Pre-pandemic, most businesses’ marketing started from the perspective of ‘what is the opportunity?’ But in a world changed and cowed by coronavirus, many companies have shifted so their marketing starts from the point of view – ‘how can we help?’
News
•
06 September 2020
Embracing the language and ideas of resistance is a risky business for brands that are not prepared to follow up with action – doing so requires stepping outside the brand’s vaccum and making sure it is not a one-off.
Article
•
Alex Zhang and Melanie Wong, WARC Webinars, September 2020
Looks at how brands can keep pace of the fast-changing waters of digital commerce while staying true to brand and mission.
Article
•
Gemma Spence, WARC Webinars, September 2020
Explores how brands can grow online in the competitive e-commerce landscape.
Article
•
Geoffrey Precourt, WARC Exclusive, September 2020
The Campbell Soup Co, the food manufacturer, is seeking to embody values such as authenticity and transparency as it responds to the imperative push for social change.
Article
•
Charlotte Lo, WARC Exclusive, August 2020
With e-commerce uptake growing faster than ever, brands need to carefully strategize their e-commerce CX to convert interest into sales.
News
•
25 August 2020
While COVID-19 continues to be a catalyst for many storefront closures, online marketplaces that aggregate myriad options will continue to thrive.
News
•
25 August 2020
Huawei’s consumer business continues growing through the pandemic, partly through continued investment and partly through a reframed way of working with agency partners.
Article
•
Sam Peña-Taylor, WARC Exclusive, August 2020
Huawei’s brand chief for the tech giant’s consumer business discusses how agency partnerships and brand investments have adapted through the pandemic.
Article
•
Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, August 2020
IRI, the research firm, has outlined various strategies that can assist consumer-packaged goods brands as they respond to the on-going COVID-19 pandemic and related economic downturn.
Opinion
•
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
•
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
•
Lena Roland, August 2020
Last week, WARC published the WARC Guide to E-commerce and the Future of Effectiveness, with examples, expertise and guidance to help marketers navigate challenges and seize new opportunities, as they map out a path to recovery. Lena Roland, WARC’s Managing Editor, Knowledge Content, looks at four key trends from the report.
News
•
09 August 2020
BIC, the pen brand, is focusing on issues like customer journeys, product assortment and packaging as it adapts to the demands of an increasingly complex e-commerce ecosystem.
Article
•
Geoffrey Precourt, Event Reports, ANA webinar, July 2020
BIC, the pen brand, is using a five-point plan to inform its e-commerce strategy, and so drive progress on an increasingly vital sales channel.
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.
Article
•
Aprajita Kalyani and Saachi Asthana, Research on WARC, August 2020
COVID-19 has turned the world upside down and led to fundamental shifts in the way people think and live, and these shifts have posed multiple questions before brands with respect to building a connection with the audience.
Article
•
David Lansanah, WARC Exclusive, August 2020
As individuals across the world reflect on their own beliefs, actions and privilege, brands too are assessing their role in systemic racial inequality and how to move forward.
