Socioeconomic groups

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Global brands in China: The latest changes to note

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

Global brands eyeing the vast China market have to take note of how much the Middle Kingdom has changed over the decades – LVMH’s Andrew Wu lists the key trends and developments.

Four things marketers can do to help disadvantaged young people right now

Opinion • Nick Fuller, April 2021

Nick Fuller, President of EVERFI International, an education company working with businesses, government and charities to deliver technology-based products and bespoke educational engagement campaigns, explains how marketers can help reduce the inequality faced by disadvantaged young people.

India’s e-commerce surge: Fulfilling consumer needs with human experiences

Article • Oindrila Roy, WARC Exclusive, Spotlight India, April 2021

Oindrila Roy of Essence says brands should not lose sight of the human connection as e-commerce features and functionalities continue to open up more opportunities for marketers.

How e-commerce behaves differently for different consumers in India

Article • Vandana Nath and Anupama Yadav, WARC Exclusive, Spotlight India, April 2021

Ogilvy’s Vandana Nath and Anupama Yadav look at how e-commerce in India is evolving in response to the unique needs and behaviours of the Indian consumer, and the trends that will shape the market.

Glo: Hyper Launch

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

Getting to know Singapore’s ‘Forgotten Middle’

Article • Amanda Lim, WARC Exclusive, January, 2021

BBH Singapore’s Amanda Lim makes the case for brands to look to the middle for new growth and consumers in Singapore.

Hong Kong, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to professionals of Hong Kong since 2010.

Czech Republic, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Czech professionals since 2012.

Spain, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Spanish upmarket adults since 2012.

China, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Chinese upmarket adults since 2010.

Taiwan, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Taiwanese professionals since 2011.

Malaysia, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Malaysian professionals since 2010.

Mexico, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Mexican professionals since 2014.

France, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to French upmarket adults since 2010.

Hungary, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Hungarian upmarket adults since 2010.

Philippines, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Filipino professionals since 2015.

Spain, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Spanish professionals since 2012.

Netherlands, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Dutch upmarket adults since 2011.

Ukraine, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Ukrainian professionals since 2015.

Hong Kong, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to upmarket adults of Hong Kong since 2010.

Netherlands, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Dutch professionals since 2011.

Australia, Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Australian professionals since 2010.

UK, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to upmarket adults in the United Kingdom since 2010.

Italy, TV Cost per Thousand, Professionals

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the TV cost per thousand (CPM) when advertising to Italian professionals since 2012.

Portugal, Cost per Thousand, Upmarket adults

Data • Cinzia Petio, WARC Data Points, January 2021

An overview of the cost per thousand (CPM) by medium when advertising to Portuguese upmarket adults since 2013.

Ariel: Share the load

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2016

This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.
Narellan Pools: Diving into big data for Narellan Pools

Case Study • Luke Brown, Institute of Practitioners in Advertising, Gold, Best Small Budget, IPA Effectiveness Awards, 2016

This case study shows how Narellan Pools, a pool-building brand, used in-depth data mining to source the main drivers for pool purchasing in Australia and increase its sales.
What's working in cleaning products

Article • WARC Category Intelligence, July 2018

Global strategies, campaign updates and trends in the cleaning products category.
How Black Hawk took a big bite out of the premium dog food market

Case Study • Cate Mathers, The Communications Council, Bronze, Australian Effie Awards, 2017

This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.
Pedigree Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018, pp. 0-0

Pedigree, a pet food brand, increased its sales and dog adoptions by creating the Pedigree Child Replacement Programme, which targeted the parents of children who have left their home in New Zealand.
IKEA: Using the power of "chat" to uncover consumer needs around the world

Research Paper • MRS Awards, Finalist, MRS Award for International Research, 2018, pp. 0-0

IKEA, a furniture retailer, combined all the different survey data streams from test countries Japan, Saudi Arabia and the UK to discover the impact that in-the-moment experience has on future share of wallet.