International marketing

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What we know about multinational marketing

Article • WARC Best Practice, May 2021

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

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.

Power global efficiency and flexibility through multilocal workstreams

Article • Mena Nadaraja and Tyler Pietz, WARC Exclusive, April 2021

Multilocal marketing brings together local autonomy and global, tech-powered production efficiencies to enable global brands to reach local audiences with greater relevance and velocity – MediaMonks’s Mena Nadaraja and MightyHive’s Tyler Pietz outline the ways to execute a multilocal workstream.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Beauty deconstructed: How Asian beauty brands can stay ahead in the crowded US market

Article • Cecelia Girr, Skyler Hubler and Asai Meyer, WARC Exclusive, April 2021

Asian players are shifting American beauty standards with their innovative approach, attractive packaging and growing consumer base, say TBWA’s Cecelia Girr, Skyler Hubler and Asai Meyer.

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.

Strategy Toolkit module 2: The role of the strategist

Article • WARC Strategy Toolkit, March 2021

Offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.

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.

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.

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.

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.

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.

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.