Cultural insight

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Opinion • Denise Turner, May 2021

New research from Newsworks discovers the UK to be a nation still divided by Brexit, scarred by COVID-19, but with a greater degree of local community spirit.

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.

Faith trumps fear this Ramadan: Brands and Indonesian consumer optimism

Article • Anish Daryani, WARC Exclusive, April, 2021

As the holy month of Ramadan approaches, M&C Saatchi’s Anish Daryani says brands must ride the wave of consumer optimism to build strong resonance with the people.

Strategic partnerships in the Philippines: How to forge stronger connections across the new consumer journey

Article • Maita Consulta, WARC Exclusive, Spotlight SEA, April 2021

Mediabrands Philippines’ Maita Consulta shares how to approach issues of brand awareness, engagement and transactions with customers on their radically mutating consumer journey in the Philippines.

How Boots develops strategy based on cultural analysis

Article • Sam Peña-Taylor, Event Reports, MRS Impact Conference, March 2021

Boots, the UK-headquartered health and beauty retailer, used a form of cultural analysis to understand emerging ideas of health to refine its brand.

Ad Council: She Can STEM – Dare to STEM

Case Study • WARC Cases, 2020

For the second year of its She Can STEM initiative, US non-profit organization Ad Council launched a Minecraft experience that got teen girls to immerse themselves in STEM-based challenges.

Five CX trends in Asia: Pandemic-proofing through customer engagement

Article • Low Lai Chow, Event Reports, CX Trends, February 2021

COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.

Positive Provocation: The next stage of marketing

Article • Wavemaker, Research on WARC, February, 2021

Marketers should embrace diversity and inclusion, grow comfortable with imperfect measurement, and consider new types of partnerships to drive growth.

Shining a light on climate confusion

Article • Grey, WARC Exclusive, March, 2021

People in APAC may be concerned about global warming but are confused about what kind of actions profoundly impact climate change; this is where brands can step in and bridge the climate awareness gap.

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 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Strategy Toolkit module 3: Analysing the brand

Article • WARC Strategy Toolkit, March 2021

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Singapore Tourism Board: Promoting Singapore to Singaporeans

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

Singapore Tourism Board, a statutory board under the Ministry of Trade and Industry of Singapore, encouraged Singaporeans to visit attractions within Singapore with an Instagram-led campaign that got locals to post pictures of the scenery and food the country has to offer.

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 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.

The WARC Guide to communicating value

Article • WARC Best Practice, February 2021

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

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.

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.

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.

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.

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.