SHORTCUT • An on-going series that provides education, insight and action for marketers
Article
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Performance Research and Full Circle Research Co, Research on WARC, July 2020
A report from Performance Research, in partnership with Full Circle Research, that studies consumer attitudes toward NASCAR in the wake of the car racing organization banning the Confederate flag in June 2020.
Opinion
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Kai D. Wright, October 2020
Is BLM a hashtag, an organization, a human right, a movement, a political statement, or all the above?
Article
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WARC Best Practice, October 2020
A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.
Article
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Mark Pinnes and Hiwot Wolde-Senbet, WARC Exclusive, October 2020
The Black Lives Matter movement began in outrage at the murder of black Americans by uniformed law-enforcement officers and has evolved into a society-wide drive to eliminate racism.
Data
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Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020
An overview of public support across 18 different countries for different actions that brands can take in response to the Black Lives Matter movement.
Opinion
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Cathy Taylor, July 2020
Sometimes, the best way to get a feel for what's really going on in a country as big as the US is to look at it in microcosm.
News
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13 October 2020
As brands increasingly recognise they need to acknowledge the Black Lives Matter (BLM) movement, understanding its context – and how other brands have both succeeded and failed in addressing it – is a crucial first step.
News
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05 August 2020
McDonald’s, the restaurant chain, has demonstrated its support for the fight against racial injustice, with advertising that focuses on experiences and stories from the Black community and which is not overly branded.
Opinion
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Amiyra Perkins, October 2020
In addition to the global pandemic and shaky economy, there’s been an increased focus and newfound awareness of systemic racism, and even as most of us spend most of our time at home right now, it’s something that deeply impacts the way we navigate our day to day.
Opinion
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Kai D. Wright, October 2020
In the Emmy-nominated Procter & Gamble commercial “The Look” and in a newer Procter & Gamble commercial created just after the death of George Floyd – “The Choice” – the creative director Keith Cartwright and his partners have brought the power of imagery to create empathy, giving viewers of all colors and ethnicities a window into the struggle of being Black in America.
News
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07 July 2020
Brands and agencies need to tackle anti-Black prejudice in the casting process for ads, and so address a widespread problem that demands a new approach throughout the creative supply chain.
Opinion
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Cathy Taylor, September 2020
For many brands and categories in the US, the last six months have brought dual shocks to long-held ways of doing business, as they juggle realigning their businesses around the impact of a worldwide pandemic and social unrest on a global scale.
Opinion
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Demi Abiola, July 2020
Demi Abiola considers the impact of COVID-19 and the Black Lives Matter movement on how advertisers approach brand safety, and what it means for publishing brands.
News
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22 June 2020
Several major brands are undertaking reviews of logos and marketing messages in the light of the now-global Black Lives Matter protests and the broader debate over racial equality.
News
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15 June 2020
Brands find themselves expected to take a stand on issues such as Black Lives Matter, but rather than simply reacting to events they should arguably be reappraising some more fundamental aspects of their marketing approach.
Opinion
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Parris Francis, July 2020
I'm sure I’m not the only one overwhelmed by the ongoing inequality, injustice and violence facing Black people. Change is needed.
News
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04 June 2020
While vocal support for the Black Lives Matter movement continues – witness the latest McDonald’s ad – brands and agencies are also beginning to offer financial donations to organisations that can help fight discrimination on the ground.
News
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07 October 2020
The Black Lives Matter movement has led many brands to want to do more in order to dismantle inequality, but knowing exactly how to take action can be difficult – a new report explores which responses are working.
Case Study
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WARC Cases, 2016
This case study is about how US activist movement Black Lives Matter raised awareness of race and racism by provocatively appropriating a Facebook feature.
Opinion
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Anna Hamill, June 2020
The rollercoaster of 2020 has brought the role of brands in wider society into sharp focus, with COVID-19, economic crisis and Black Lives Matter up-ending ‘marketing as usual’. What does this mean for brand purpose, asks WARC's Anna Hamill?
Article
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Geoffrey Precourt, Event Reports, ANAAgile Marketing in the New Normal, July 2020
McDonald’s, the quick-service restaurant chain, became a high-profile supporter of the Black Lives Matter movement with a series of commercials that spread authentic, powerful messages.
Rankings
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WARC Media 100, 2021
Gushers and Fruit by the Foot, two fruit snack brands, gave a voice back to Black creators on TikTok by creating a program that elevated them in the US.
Opinion
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Alex Brownsell, October 2020
2020 will go down as the year in which TikTok tipped into the media mainstream. Trevor Johnson, the social video app’s Head of Marketing, Global Business Solutions, Europe, talks to Alex Brownsell for the WARC Marketer’s Toolkit 2021 about how brands should go about engaging – and selling to – its growing number of users.
Case Study
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Michael Soroosh, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
Fruit snack brand Gushers ran a social media campaign in the United States to empower young Black creators on TikTok, drive donations for the NAACP, and ensure Black voices were heard on social media despite biased algorithms.
Case Study
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MMA Smarties, Gold, X (Global), 2020
Gushers and Fruit by the Foot, two fruit snack brands, gave a voice back to sponsored Black creators on TikTok by creating a program that elevated them in the US.
