Article
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Mukta Lad, Event Reports, Adobe Summit, April 2021
Artificial intelligence, analytics and automation are among the fundamental technologies that can give organisations the edge when it comes to enhancing customer experience.
Research Paper
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Linwan Wu and Taylor Jing Wen, Journal of Advertising Research, Vol. 61, No. 2, 2021, pp. 133-146
In recent years, artificial intelligence (AI) technology has been used to create advertising messages.
Article
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Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021
Grab, Shopee and Lazada discuss innovation and e-commerce in the Southeast Asia region during a Campaign360 virtual conference.
Article
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Gabey Goh, WARC Exclusive, May 2021
The convergence of adtech and martech can better tailor the customer experience to the individual – WARC’s Gabey Goh speaks to Oracle and Wunderman Thompson about how much of this is evident in APAC marketing.
Article
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Sean Hargrave, Event Reports, Festival of Marketing: The Bottom Line, March 2021
Personal care company Kimberly Clark has switched its consumer research efforts away from traditional focus groups to real-time social listening in order to be more clearly focused on customers and to ensure marketing messages address their concerns.
Article
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Mukta Lad, Event Reports, Adobe Summit, April 2021
Artificial Intelligence or AI can help drive results for e-commerce players and Adobe’s Ryan Green explains how the company’s Adobe Sensei technology is able to unlock innovation for digital merchandisers.
Article
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WARC Category Intelligence, May 2021
Global strategies, campaign updates and trends in tech-enabled marketing.
Opinion
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Simon Levitt, May 2021
Winning WARC Media Awards campaigns highlight the opportunity for brands to use AI to learn and predict customer behaviour patterns, enhancing the entire customer journey.
Article
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WARC Best Practice, May 2021
With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.
Article
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WARC Best Practice, April 2021
Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.
Article
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Jon Buss, WARC Exclusive, March 2021
Offers advice for brands on how to organise information on the web.
Article
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Low Lai Chow, Event Reports, CX Trends, February 2021
COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.
Article
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Stephen Whiteside, Event Reports, 4A's Decisions 2021 conference, January 2021
A study commissioned by the 4A’s, the trade body, and Google, the tech giant, outlined various growth opportunities for agencies.
Article
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WARC Category Intelligence, February 2021
Global strategies, campaign updates and trends in sponsorship and partnerships.
Article
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Camilo LaCruz, WARC Exclusive, February 2021
Looks at the top trends that will shape business in 2021, based on sparks & honey’s cultural intelligence platform Q™.
Article
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Krish Velkar, WARC Exclusive, February, 2021
Ogilvy Mumbai’s Krish Velkar looks at how voice assistants can influence purchasing decisions in India.
Research Paper
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Jeff Marshall, Becky Owens, Rogier Verhulst, ESOMAR Conference papers, Insights Festival, 2020
Social media network LinkedIn used narrative analytics to discover how it could avoid being tarred with the same distrusted brush as other tech and social media companies in the US.
Research Paper
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Litthya Burgin, Jeff Haselum, ESOMAR Conference papers, Insights Festival, 2020
Multinational pharmaceutical company GlaxoSmithKline (GSK) played with different research techniques to explore the concept of an interactive AI Self-Care Coach in a retail healthcare environment.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020
Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Innovation in Data Analytics, 2020
Formula 1, a racing brand, developed an interactive, AI-enhanced platform to identify the visibility of sponsors during a race.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for International Research, 2020
CLIF Bar & Company, a US organic food and drinks company, adapted its communications linguistically, semiotically and visually when marketing to Canada.
Article
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WARC Exclusive, November 2020
Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
Article
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TD Reply, Research on WARC, November, 2020
The marketing industry has seen more disruption in the past 10 years than in the last 100.
Data
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WARC Data, October 2020
Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article
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Henrik Nordmark, WARC Exclusive, October, 2020
Henrik Nordmark, Head of Data Science at data science company Profusion, explains why algorithms are biased, and why mishandling algorithms leads to outcomes such as the UK’s recent exam results fiasco.
