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Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Opinion

Is there a way to do purpose right? If so, how can a business make it feel authentic? Cindy Gustafson, Chief Strategy Officer, Mindshare North America, and Joe Maceda, Managing Director, Invention Studio Lead, Mindshare North America, take a deep dive into the most interesting campaigns from Cannes Lions to uncover how brands can create smart, purposeful work.

Case Study

This case study shows how Murr Television (MTV), a Lebanese media channel, devised an emotional cross-channel campaign to increase breast cancer awareness and brand affinity.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

Article

This article provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

News

BOSTON: Purpose-driven ads are not only growing in number, but they generate more views and drive more results in the form of engagement rates, research shows.

Article

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.

News

CANNES: For the agency team behind Ariel’s WARC 100 topping Share the Load campaign, a point of view remains central to communications, as the strategy depended on spurring people to act.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Article

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.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study explains how charity Ovarian Cancer Canada (OCC) used a playful TV ad, print and digital ads, and PR to increase awareness of ovarian cancer.

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study shows how Maltesers, a chocolate brand, successfully increased sales in the UK by launching a campaign that more accurately represented people with disabilities.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

Opinion

As the WARC Awards shortlist for the Best Use of Brand Purpose is announced, Lucy Aitken reveals some of the feedback from judges about what qualifies as purpose.

Article

This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".

Case Study

This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.

Case Study

This case study shows how Murr Television (MTV), a Lebanese media channel, increased breast cancer awareness and brand affinity by devising an emotional cross-channel campaign.

Case Study

This case study explores how The 3% Conference, offering research and content on diversity within advertising, launched a national campaign in the US to reset the outlook that those who work longest are the most committed.

News

NEW YORK: Brands may not derive benefit from aligning with social or political causes, findings from two studies conducted in the US suggest.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.