Effective Use of Brand Purpose Report: Lessons from the 2018 WARC Awards

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.
  • Purpose initiatives should be designed with people’s participation in mind as a vocal community can amplify a brand message.
  • Differentiation is becoming increasingly difficult in campaigns that aim to ‘empower’ women and originality is key to success here.
  • Purpose should demonstrate both a clear commercial and a clear societal benefit to prove business sustainability.
  • The reach and capacity for emotion offered by TV is still crucial in establishing purposeful campaigns, though online video and social media have important supporting roles....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands