Cultural insight

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Starcom: A look ahead to 2021

Article • Research on WARC, February 2021

The need to look ahead and make sense of the cultural changes impacting business and communication has never been so vital and interesting.

The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

A summary of new thinking and best practice on communicating value.

The value shift: The consumer drivers and recession-proof strategies for a post-pandemic world

Article • WGSN, WARC Exclusive, February 2021

A snapshot of the five key consumer drivers that are forging innovations in product development and service solutions.

2020’s evil twin? Ten challenges that will shape business in 2021

Article • 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™.

EDGES 2021: 40 Cultural Shifts Shaping Our World

Article • Backslash, WARC Trends, February, 2021

The COVID-19 pandemic has triggered a cosmic reshuffle of global realities, social norms and individual beliefs.

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.

Signals 2021

Article • OMD, Research on WARC, January, 2021

An overview of the key consumer signals to help plan for the year ahead, following the unprecedented and transformational events of 2020.

The Post Pandemic Consumer

Article • Trajectory, Research on WARC, January, 2021

Trajectory has gathered extensive data on COVID-19's impact on consumer behaviour and psychology.

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.

A change of pace: How China’s smaller cities are both modern and traditional at the same time

Article • Oliver Sweet and Aude Charbonneau, WARC Exclusive, Spotlight China, December 2020

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

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”.

Get out of your zone: Winning the ‘Chu Quan’ marketing game in China

Article • Alice Yu Yuebo, WARC Exclusive, Spotlight China, December 2020

Alice Yu outlines an emerging opportunity for brands to connect beyond their categories and become a part of a much wider consumer conversation.

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.

Balenciaga’s 2020 Qixi Campaign: Cultural misstep or deep-rooted understanding of Chinese Gen Z subculture?

Article • Scott Teng and Jessica Kong, WARC Exclusive, Spotlight China, December 2020

Yuzu Kyodai argues that Balenciaga’s Qixi 2020 campaign should not be categorised as a ‘misstep’, but rather, acknowledged as nuanced work that speaks directly to its core of Gen Z consumers.

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.

The role of culture in a global crisis: Understanding how identities and values shape behaviour

Article • Radhecka Roy, Research on WARC, December 2020

The global coronavirus pandemic has disrupted life, livelihoods and health across countries and cultures.

Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Research Paper • MRS Awards Papers, Highly Commended, MRS Award for Cultural Insights, 2020

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

Chivas Brothers: Refreshing flavour – how cultural insight created category redefining flavour wheels for Chivas Brothers’ brands globally

Research Paper • MRS Awards Papers, Winner, MRS Award for Cultural Insights, 2020

Chivas Brothers, a Scotch whisky brand, created dramatic category differentiation by expanding whisky's flavour vocabulary in the USA, Chile and Spain.

Legal and General: The power of us – driving positive change for care seekers through insight

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Legal and General (L&G), a financial services company, launched a research study using a series of qualitative methods to identify the needs of care seekers.

Clif Bar and Company: Marketing to a new country – challenging the American stereotype that Canada is the 51st state

Research Paper • 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.

Using semiotics in marketing: How to achieve consumer insight for brand growth and profits

Research Paper • MRS Awards Papers, Finalist, MRS Award for Cultural Insights, 2020

The owner of Lawes Consulting, a research company, published a book entitled Using Semiotics in Marketing: How to achieve consumer insight for brand growth and profits, which is already impacting market research.

L'Oréal Paris: Making age a non-issue

Case Study • Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.

Beyond Binary: Investigating the gender agenda

Article • Shazia Ginai, WARC Exclusive, December 2020

In recent years, movements such as #MeToo, #TimesUp and Black Lives Matter have shone bright spotlights onto the complexities of race and gender.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

In the slowest part of Dubai's retail season, payment card brand Mastercard built a unique sale tied to a rare eclipse that put its brand literally in full view of the country's shoppers.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
The future of strategy 2018

Article • WARC Exclusive, July 2018

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.
How brands can effectively engage young consumers

Article • Joeri Van den Bergh, WARC Best Practice, June 2018

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.
Effective Use of Brand Purpose Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, November 2018

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.
P&G’s innovation formula gets smarter and more personalized

Article • Stephen Whiteside, Event Reports, CES 2019, January 2019

Procter and Gamble is fusing consumer insights and new technology to create goods and services that combine what’s needed with what’s possible.
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.