or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Government and non-profit
Business and industrial
Drink and beverage
Save the Children
Date: newest first
Date: oldest first
Tackling Mexico's obesity crisis: The role of marketing
Ivan Castano, Warc Exclusive, January 2012
Mexico has the world's largest child obesity rate and the second-highest rate among adults. In response, in 2011 Mexico's government launched a marketing campaign to change behaviour.
Mexico has the world's largest child obesity rate and the second-highest rate among adults. In response, in 2011 Mexico's government launched a marketing campaign to change behaviour. But many questions remain about the strategy the government has followed, and more broadly the role marketing can play in tackling the obesity crisis. The campaign has been criticised for not addressing the "real" problems - that most Mexicans don't understand what to eat or what constitutes a healthy diet - and there appears to be a lack of co-ordination with earlier anti-obesity efforts. The campaigns have also suffered from a lack of transparency over effectiveness results. Suggested improvements for future strategy include empowering people with the right information, target parents so kids will learn, and use multiple channels. Other considerations include food regulation.
MRS Conference on Social Research: New ways of charting social change, engaging respondents and creating effective communications
Judie Lannon, Warc Exclusive, May 2010
This report briefly summarises many of the presentations made at the MRS's May 2010 conference on social research.
This report briefly summarises many of the presentations made at the MRS's May 2010 conference on social research. Sessions covered include: major trends in social research; the increasing usefulness of behavioural economics for policy making; the rejection of the individual as the most important data source in market research; the evolution of road safety advertising to children; the most important principles in interviewing young people; and the final keynote speech from the social commentator, Charles Leadbeater, on the need for radical reform of education.
Salvaging the College Dream
The Futures Company, Yankelovich MONITOR Minute, April 2009
This report discusses the trade-offs recession-hit families are making to sent their children to college.
This report discusses the trade-offs recession-hit families are making to sent their children to college. The ability - or otherwise - to pay tuition fees is seen as having emotional - as well as financial - effects on parents; providing children with a college education is a personal obligation, as well as an outward sign of their own personal success. Marketers are advised to be empathetic, providing information to facilitate cruicial "heart-to-heart" family conversations over college fees.
How the Obama effect is set to transform Brand America
Steve Silver, Admap, January 2009, Issue 501, pp. 40-41
The article argues that if President Obama continues in government to use the same methods to involve people in politics that he developed in his presidential campaign, it will transform the worldwide view of America.
The article argues that if President Obama continues in government to use the same methods to involve people in politics that he developed in his presidential campaign, it will transform the worldwide view of America. The approach to engaging voters, which proved so successful, was developed in the business world. It focuses on developing relationships with consumers rather than on selling products. In the same way, Obama’s campaign was based on creating conversations, not only between those who already believed in him. The same principles can be applied to engaging the world community, especially the Arab and Muslim communities. The Bush administration failed here, because all attempts were based on one-way communication, e.g. using Arab-language TV and radio, or travelling exhibits. There was no listening. Dialogue forums could be developed on important global issues, and the administration could also monitor and engage selectively with forums sponsored by other organisations. The benefit would be not to create consensus, but to grow communities of like minded people around shared values, and understand oppositions.
Charities and the not-for-profit sector
Andrew Smith, Louise Brown and Sue Garner, Admap, June 2008, Issue 495, pp. 38-40
This article describes how charities, not-for-profit organisations (NFP) and non-governmental organisations (NGOs) benefit from the involvement of independent research consultants such as those who belong to the Independent Consultants Group (ICG).
This article describes how charities, not-for-profit organisations (NFP) and non-governmental organisations (NGOs) benefit from the involvement of independent research consultants such as those who belong to the Independent Consultants Group (ICG). NGOs, for example, often have small but highly committed staffs who combine several roles. Market research can be an important support in providing a clear direction for communication strategies. Independent consultants, rather than agencies, are sought out because they can provide mature experience and leadership, can more readily empathise with what is important to the client, maximise value (including thinking time) from small budgets, and are well placed to shop around for fieldwork and other services and keep overheads down. Three example projects are described: Age Concern and Help the Aged (to investigate evidence of age discrimination in certain markets), Save the Children (developing a publicity campaign) and CARE (to understand supporters' motivations).
Case study: Tate Modern
Matt Springate, Admap, March 2008, Issue 492, pp. 19-21
This article describes a campaign for Tate Modern to engage with 15-24 inner city Londoners. The teenage audience has no interest in `art' as defined by the establishment, but have a passionate interest in music and the kind of art they create themselves.
This article describes a campaign for Tate Modern to engage with 15-24 inner city Londoners. The teenage audience has no interest in `art' as defined by the establishment, but have a passionate interest in music and the kind of art they create themselves. Thus the creative solution was to create a bridge between Tate Modern and the teenage music world. A total of 12 music tracks were commissioned, each inspired by a piece of art from Tate Modern. Each track could only be listened to on headphones facing the piece of art that inspired it, for one month (extended for a further month online). A new track was launched each month for 12 months. The Tate Tracks were promoted in music magazines and posters. A '13th track' will invite young people to create a piece of music, again inspired by en exhibit in the gallery. After launch, some 10,000 people a month listened to the track in the gallery, of whom two thirds had visited for this purpose. Thousands more have enjoyed the tracks online, and substantial PR was generated.
A champion of ‘behind-the-line’ marketing
Mike Hoban and Judie Lannon, Market Leader, Issue 40, Spring 2008, pp. 56-59
This article is an interview with Mike Hoban, customer and brand marketing director of Scottish Widows.
This article is an interview with Mike Hoban, customer and brand marketing director of Scottish Widows. Points discussed include the importance of understanding customers; 'behind-the-line' marketing (ensuring that all staff in the organisation are brand and customer-focused); how to train staff to understand and deliver the brand 'promise' (the desired customer experience); the unique structure at Scottish Widows designed to achieve this internal marketing (not, as in most companies, delegating it to Human Resources); the company culture and integrity of Scottish Widows; and the importance and difficulty of being an advocate for marketing in service companies which are not marketing-led.
Marketers need a clear message on the environment
Chris Powell, Market Leader, Issue 40, Spring 2008, pp. 17-19
This article argues that because communications about climate change offer a mass of conflicting advice from different institutions, most people do not know what to do about it, and thus do nothing.
This article argues that because communications about climate change offer a mass of conflicting advice from different institutions, most people do not know what to do about it, and thus do nothing. Most people agree now that there is a problem; this is good news. But they also feel dwarfed by the scale of the problem, doubt whether anything they can do will help, and hope that something else will happen to make action by them unnecessary. There needs to be a single source of advice delivering a simple message, and communications must show a convincing connection between the action proposed and solving the problem. Communication on its own is not enough: its function is to 'soften up' attitudes so that the necessary legislation becomes acceptable, as happened over secondary smoking and drink-driving. Besides legislation, the alternatives must be made easier and shown to deliver a benefit. There may need to be specific campaigns to tackle specific behaviours, but there must also be a consistent attitudinal change, which will only be generated by a unified and convincing message from a unified source.
Don’t shoot the advertising
Hugh Burkitt, Market Leader, Issue 34, Autumn 2006, pp. 19-20
Advertising has been made an easy scapegoat in the debate about childhood obesity. It should not be beyond the wit of the advertising industry to come up with simple arguments to support the freedom of advertisers to advertise their brands, and to dispel the myth that advertising is a powerful inimical force.
Advertising has been made an easy scapegoat in the debate about childhood obesity. It should not be beyond the wit of the advertising industry to come up with simple arguments to support the freedom of advertisers to advertise their brands, and to dispel the myth that advertising is a powerful inimical force. Countries which have banned food advertising to children have seen no discernible diminution of their obesity problem. The government and other health campaigners should indeed use the advertising industry's skills to put across their messages about healthy living and improve consumers' information.
School your customers
Tamara E. Holmes, ANA Magazine, August 2006, pp. 33-35
Discusses how a campaign to educate customers (e.g. about nutritional matters, health or home furnishing) can help to build brand loyalty.
Discusses how a campaign to educate customers (e.g. about nutritional matters, health or home furnishing) can help to build brand loyalty. Examples discussed include Pepsi, General Mills, Kraft Foods, The Home Depot, and anti-smoking campaign. For a successful educational campaign it is essential to recognise the needs of the consumer. A 4-point set of tips is given.
YOU ARE IN THE WARC INDEX:
Types of advertising
Public service, social advertising
Types of advertising
Business to business advertising
Classified and recruitment advertising
Global, multinational advertising
Laws and ethics
Government and non-profit
Government, social policy
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc