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Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

Case Study

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Case Study

Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.

Case Study

Inspiring The Future, a career guidance charity, introduced the 'Redraw the Balance' campaign, in the UK, to help shape a solution to gender stereotyping in young children.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Article

This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Article

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

This event report outlines how Lane Bryant, the fashion retailer for women, has challenged conventional images of beauty.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Inspiring the Future (ITF), a charity organisation, increased volunteer registration levels and brand awareness across the UK using a campaign film about gender equality.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

News

TORONTO: Latent sexism, cultural insensitivity and an inability to "fail fast" are among the main reasons that marketing campaigns go wrong, according to Jon Wilkins, Chairman of ad agency Karmarama.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

This paper describes a global research project for Unilever, the FMCG manufacturer, which sought a holistic understanding of women beyond consumer and category behaviours, focusing on them as people with complex, evolving identities.

Research Paper

This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Case Study

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

Case Study

This case study shows how Nihar PCN, a hair oil brand, successfully increased sales and brand awareness in India by focusing its campaign on gender stereotypes.

News

SYDNEY: Neuroscientific research has indicated that cultural upbringing can change how consumers process marketing messages, particularly in television commercials.

Article

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.