我们的市场部门有哪些长处, 有哪些不足? 竞争对手的营销形式、途径、思想与自己有多大差距? 我们如何提高我们的攻防能力？
WARC Asia Pacific
Brands that are succeeding with millennials
Beyond the buzzwords and abuse this audience continue to move towards their most economically powerful phase. Their tastes and preferences are still setting the business agenda. Taking into consideration important nuances by market, this presentation focuses on the brands meeting Gen Y's more discerning demands to drive effective audience-led results.
Gen Z proofing for your brand
Do not make the mistake of lumping them all together. Digital has created distinct mindsets and new paths to knowledge, making Gen Z a brand priority. Understand the key factors shaping their outlook and learn how brands are reconsidering their strategies to deliver real business impact. This presentation will address the differences from their predecessors and focus on how to win their heads and hearts for the long-term.
Evolving families and diversifying strategies
Family life is evolving and marketers unable to reflect this miss huge opportunities to meaningfully engage. More inclusive and nuanced approaches are necessary to adapt to changing demographics and modern family structures. The session focuses on learning from the brands driving the right strategies by connecting with a new understanding of parenthood.
Redesigning the journey and the omnichannel challenge
Brands continue to face an omnichannel mismatch. This is accompanied by accelerated intimidation from markets like China, which have revolutionised traditional thinking around retail. So, what can we learn from those getting it right? Using WARC expertise in integrating offline and online, this session outlines the routes to more unified commerce strategies.
Proof above promise in customer experience
People are becoming harder to please. We live in a fast, often fickle, environment where the brands focused on designing experiences are setting themselves apart. This presentation makes clear customer experience is not just a one-off journey-mapping exercise. Learn from the brands who are delighting rather than reducing dismay.
Allocating to digital and deciding media ratios
As companies continue to shift advertising expenditures, the benefits of digital advertising (adaptability of content, more efficient consumer targeting) must be weighed up carefully. This session outlines the core principles for maximising your investment from digital marketing – budget allocation, its role within the media mix and identifying the right metrics for success.
Data-driven routes to personalisation
Programmatic has given rise to an opportunity for 'mass one-to-one' marketing. As marketers have ever more data to process and play with, familiarity with machine learning and AI is of increased necessity. The problem with this type of personalisation is that it can look and feel weird. This presentation focuses on the brands benefitting from fusing data and creativity to yield powerful results.
Influencer activation as a new form of storytelling
Influencer marketing offers the promise of a shortcut to reach and affinity at a lower budget. The danger with quick-fix promises is that they can be overused and badly executed. However, successful influencer strategies have power beyond reach or awareness metrics. The presentation sets out clear principles to follow on how to reclaim influence and amplify your ideas to best effect.
In pursuit of brand purpose
The brand purpose ‘bandwagon’ is often spoken about. Having a purpose has emerged as one of the most powerful ways to engage consumers and gain brand preference. However, there continues to be mixed levels of success in purpose-driven executions. Learn from the brands getting it right and demonstrating purpose is profitable.
Patterns of success and failure in brand launches
Getting something new noticed is harder than ever before. The risk of full-blown innovation often leads cautious marketers to favour the alternative of line extensions-which are rarely as profitable long term. Capturing thinking from industry thought leaders, this session streamlines the principles of a successful launch and lays the groundwork for establishing a long-term competitive advantage.
Revitalising your brand
The purpose of most brands can be timeless, but the way it is delivered needs constant renovation and innovation. This presentation focuses on learning from brands that have looked backwards, forwards and sideways in identifying the problem and reached a new alternative.
The question of brand loyalty and rewards that reward
Strong loyalty programmes are grounded in understanding what it means in the category as well as consumer buying behaviour and emotional brand attachments. This presentation will seek to outline the key thinking behind loyalty and explore the latest approaches in relationship building.
How to be effective: Learnings from the most effective campaigns
Learn from the campaigns in the WARC Effective 100, and how they are measuring and demonstrating their success.
Trends in creative excellence: Learnings from the most creative campaigns
WARC’s exclusive showcase of the Creative 100 – a ranking of the world’s most creative advertising. Discover the best and understand how they arrived at original ideas to inspire.
Creativity and innovation in media
Find out which brands have the best channel planning and smartest media strategies. Based on the WARC Media 100, this session focuses on emerging best practice in media deployment.
Creativity and effectiveness: making a case
Creativity is the single most powerful lever a marketer has to drive effective outcomes. This presentation analyses the and correlation between creativity and effectiveness as compelling proof points based on WARC’s data.