News
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31 July 2017
CANNES: Brands are failing to address the use of female stereotypes in their advertising, a study from the Geena Davis Institute on Gender in Media and JWT has revealed.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2017
This event report outlines research on gender stereotypes in advertising, and is based on analysis conducted by the Geena Davis Institute on Gender in Media and JWT.
Article
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WARC Best Practice, July 2017
This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
Article
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Martin Broad and Jamie Brackell, Ebiquity, July 2017
This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.
Article
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Euromonitor Profiles, July 2017
This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.
Article
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Sam Peña-Taylor, Event Reports, Cannes Lions, June 2017
This event report explores whether advertising’s first function – as a channel through which a brand increases sales of its product or service – has been lost to the pursuit of purpose.
Article
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Marylyn Donahue, Event Reports, DTC National Conference, April 2017
This article examines how Shire, a pharmaceuticals company, bucked the trend in Direct-to-Consumer (DTC) advertising with a playful TV spot for its Xiidra drug.
Article
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Sam Peña-Taylor, Event Reports, Cannes Lions, June 2017
This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.
Opinion
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Robyn Lange, June 2017
As the iPhone reaches its 10th birthday, Robyn Lange, a curator at Shutterstock, looks back at how the smartphone has influenced photography, and in turn visual marketing.
Article
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Vanella Jackson, Market Leader, Quarter 3, 2017, pp. 34-37
This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.
Article
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Elen Lewis, Market Leader, Quarter 3, 2017, pp. 46-53
This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.
Article
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WARC Best Practice, June 2017
This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.
Case Study
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Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2017
This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.
Case Study
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Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2017
This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017
This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2017
This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.
Case Study
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Elke Anderle, Warc Awards, Shortlisted, Best Use of Brand Purpose, 2017
This case study shows how the Off The Street Club (OTSC), a non-profit children's organization, was able to successfully increase funding in the US using an emotional campaign featuring real children.
Case Study
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Rajat Mendhi, Manisha Sain, WARC Awards, Shortlisted, Best Use of Brand Purpose, 2017
This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.
Article
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Alex Lewis, Institute of Practitioners in Advertising, Advertising Works 23, June 2017
This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".
Article
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Tom Knox, Institute of Practitioners in Advertising, Advertising Works 23, June 2017
This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.
Case Study
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Nithya Ravi, Aakanksha Verma, Saraswati Chand, Vinish Mathews, Makarand Nadkarni, Warc Awards, Entrant, Effective Content Strategy, 2017
This case study describes how beauty brand Dove built a campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.
Case Study
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Neeraj Sharma, Warc Awards, Entrant, Effective Content Strategy, 2017
This case study describes how Johnson's Baby used online and offline content to launch its dedicated YouTube channel in India.
Article
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James Wong, Admap, Shortlisted, Admap Prize 2017
This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.
