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.
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.
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.
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.
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.
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.
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.
This case study is about how US activist movement Black Lives Matter raised awareness of race and racism by provocatively appropriating a Facebook feature.
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.
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.
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.
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.
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.
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.
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?
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.
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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.
Case Study
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SABRE Awards, Silver, North America, 2021
BCW, a PR firm, launched a global 21-day virtual programme for its employees that encouraged learning and discussion surrounding inclusion following the Black Lives Matter movement.
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.
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