International marketing

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Four tips on how to tap into “localism” – a COVID-19 trend with long-term staying power

Article • Stephen Whiteside, Event Reports, Lions Live, March 2021

Research by Cannes Lions, the events and content company, outlined several guidelines for engaging consumers in locally-relevant ways.

How national chains can significantly improve ad performance through hyperlocal campaign optimizations

Article • Jay Friedman, WARC Best Practice, February, 2021

Examines how hyperlocal campaign optimizations, with fine-tuned attention to potential buyers that move away from assumptions, can result in campaign effectiveness and efficiency.

Universal truths, Chinese contexts: Brands don’t need to culture-hack their way into China

Article • Jidi Guo, WARC Exclusive, Spotlight China, December 2020

Inner Chapter’s Jidi Guo argues that it’s time for foreign brands to take a serious look at where they fit within China’s changing culture and to stop seeking a way in via “culture hacks”.

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.

Brands need to define and align their Principal Narrative in a new China

Article • Holger E. Metzger , WARC Exclusive, Spotlight China, December 2020

TMRC Impact’s Holger E. Metzger outlines why foreign brands need to invest time and energy into understanding the new narratives within China.

Scratching beyond the surface: Understanding nuance in China and etching memorable experiences

Article • Jeanette Phang , WARC Exclusive, Spotlight China, December 2020

Publicis Groupe’s Jeanette Phang argues that it’s not data that’s killing great ideas in China but instead an unwillingness to seize the opportunities that nuances revealed in the data, to really connect.

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.

Local Relevance? Local Revolt! Why luxury brands need to do better and be braver

Article • Sen Lin, WARC Exclusive, Spotlight China, December 2020

Carat’s Sen Lin offer some cultural observations to unpack the complex case of the changing Chinese consumer.

How Snickers built long-term success with “You’re not you when you’re hungry”

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

Snickers’ “You’re not you when you’re hungry” recently celebrated its tenth anniversary, and has yielded enduring success for the candy brand, which is owned by Mars Wrigley.

Haig Club: Blueprint for a fast start – How making our own rules gave Haig Club one of the fastest starts for a new whisky brand in thirty years

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Haig Club, a whisky brand, launched its whisky among young drinkers in the UK by creating a business partnership with David Beckham, and launching a bottle redesign and a new formula of whisky to suit a younger market.

Why some foreign brands struggle with China e-commerce

Article • Josh Gardner, Kung Fu Data, WARC Trends, October 2020

E-commerce success is highly nuanced in China.

Diageo portfolio: Marketing Catalyst – Creating a culture of marketing effectiveness

Case Study • IPA (UK), Gold, Best Use of Data and Best New Learning, IPA Effectiveness Awards, 2020

Diageo, an alcoholic drinks brand, created a web-based tool to help marketers decide how to better spend their money to deliver more gross profit from its marketing globally.

The Glenlivet: Capsule Collection

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

PR agency Pangolin ran a UK-based innovative campaign for whisky brand The Glenlivet to promote the use of single malt whisky in cocktails by developing edible cocktail capsules.

How HSBC pursued a global rebranding program – and responded to a pandemic

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

HSBC, the financial-services provider, undertook a rebranding exercise that aimed to reflect its internal culture of being a diverse, international organization, while remaining locally relevant.

Surfing China's cross-border e-commerce wave

Article • Renata Thiébaut, WARC Exclusive, June 2020

Cross-border e-commerce in China is distinctive because international companies are allowed to sell certain goods to Chinese consumers online, through platforms such as Tmall Global or JD Worldwide or NetEase Kaola, at preferential duty rates and without a license to operate a business in the country.

How TD Ameritrade became WeChat’s first US brokerage advertiser

Article • Geoffrey Precourt, WARC Exclusive, June 2020

TD Ameritrade, the financial-services provider, became a successful early adopter of WeChat, the popular mobile app, in its category.

Internationalization of cultural products: The influence of soft power

Research Paper • Alexandre Rabêlo Neto, José Milton de Sousa-Filho, Áurio Lúcio Leocádio, and João Carlos Hipolito Bernardes do Nascimento, Int. Journal of Market Research, Vol. 63, No. 3, 2020, pp. 335-349

Internationalization seeks an understanding of the nature of the culture of the countries and is eventually influenced by affinity toward country and soft power (ideological and cultural influence).

KFC: Embracing the Tunisian Youthfulness

Case Study • Selim Bdioui, WARC Awards, Entrant, Effective Innovation, 2020

KFC, the global fast-food brand, launched in a challenging market in Tunisia by embracing the wants and needs of local young people.

Jollibee: Eats. More Fun in the Philippines.

Case Study • Cristina Buenaventura, Benedict Santiago, Andi Olbés, WARC Awards, Entrant, Effective Content Strategy, 2020

The Philippines Department of Tourism partnered with fast-food chain Jollibee to create a social media campaign to persuade the world of the merits of Filipino food and attract more travellers to the country.

RBC Diversity & Inclusion: Speak Up for Inclusion

Case Study • Michael Brathwaite, Daisy Qin, Karlina Bear, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Financial institution Royal Bank of Canada developed a video-led campaign to highlight the importance of inclusion and effect positive change in its markets worldwide.

Aurecon: Engineering Reimagined

Case Study • Courtney Lock, WARC Awards, Bronze, Effective Content Strategy, 2020

Engineering, design and advisory company, Aurecon, harnessed the power of the podcast to strengthen its brand and widen its audience in Australia, New Zealand, Asia and the Middle East.

What we know about multinational marketing

Article • WARC Best Practice, February 2020

Explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

How Tata Steel injected digital culture into its 112-year-old legacy

Article • Anil Thakraney, Event Reports, Chief Digital Officers’ Summit, November 2019

V Narendran, chief executive officer and managing director, Tata Steel shares the benefits and lessons learnt from the 112-year-old organisation’s journey to embrace the tech and digital culture.

Why Chelsea FC thinks about football outside the world of football

Article • Brian Carruthers, Event Reports, Digital Transformation Conference, November 2019

Premier League club Chelsea engages with fans from around the world, many of whom have a totally different relationship with the team than its UK fans – it is now enhancing the way it relates to its 100 million supporters.

Inclusive growth drives consumption upgrading: China's imported goods market research

Article • Research on WARC, November 2019

This report co-authored by Deloitte, China Chamber of International Commerce, and AliResearch reflect on China’s imported goods market as digitalization realizes growth not only in top-tier cities but also lower-tier ones and rural county areas.

What we know about influencer marketing

Article • WARC Best Practice, May 2020

Provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
Effective Innovation Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, September 2018

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.
How to use influencers to drive a word-of-mouth strategy

Article • Ed Keller and Brad Fay, WARC Best Practice, April 2016

This article offers best practice advice on engaging influencers - defined as consumers who are much more likely than the average to seek out and share information - for campaigns based around word-of-mouth strategies.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.
How to work with influencers

Article • Felix Morgan, WARC Best Practice, May 2017

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.