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Gunn Report

PFLAG Canada, a non-profit organisation for the LGBTQ+ community, transformed the existing symbol of equality, the Pride flag, into an online data tool for LGBTQ+ travellers to navigate the world safely.

Article

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.

Gunn Report

Coca-Cola, the soft drinks company, took a stand against intolerance towards the LGBTQ+ community in Brazil by transforming a discriminatory phrase into a tool to fight against the prejudice.

News

LONDON: As many as one million people may have watched Saturday’s Pride march in central London celebrating the LBGT community, but activists have voiced concerns about the role played by corporate sponsorship.

Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Case Study

The Ad Council, a US non-profit organisation, created a campaign which used a live stunt and PR support to address prejudice at a national scale.

Case Study

Heineken, a beer brand, encouraged sales and increased positive brand perception in Brazil by launching an experimental film that broke gender stereotypes in football with its sponsorship of the UEFA Champions League Final.

Case Study

Equality NC, an LGBT rights advocacy group, launched a campaign that played to undecided voters' interests regarding their state's economic and cultural losses to gather votes and drive out a sitting US senator who had passed a discriminatory bill.

Case Study

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

News

TOKYO: Insurance giant AIG considers diversity not to be a flash-in-the-pan marketing trend so much as an area vitally important to the overall success of the business in conservative Japan, according to a leading executive.

Article

Insurance giant AIG partnered with New Zealand’s world champion All Blacks and Black Ferns rugby teams to launch its pro-LGBT diversity campaign in conservative Japan.

Case Study

HBO, an American television network, continued to tap into the fan community of Game of Thrones by creating unique streetwear in the US for every episode of its seventh season.

Case Study

Lynx, a male antiperspirant brand, launched a content-led campaign in the UK to give masculinity a new voice.

Case Study

HBO Multicultural marketing, a premium cable and satellite television network, launched a campaign in the US to raise awareness of its documentary, The Music of Strangers: Yo-Yo Ma and the Silk Road Ensemble.

Case Study

Virgin Atlantic, a British airline, launched the ManFran campaign in the UK to celebrate the first direct flights between Manchester and San Francisco.

Article

The Honest Ads Act represents an attempt by US legislators to tackle some of the major shortcomings in the regulations that cover political advertising.

Case Study

Edelman, a PR firm, formed OneOrlando Alliance, a non-profit for the LGBTQ+ community in Central Florida, to better address the needs of victims of the Pulse nightclub shooting and their families.

Case Study

The Los Angeles LGBT Center created the F*ck W/out Fear campaign, which involved a 'Paint the Town Blue' event to raise awareness of the PrEP HIV prevention treatment.

Opinion

Brands are talking about ethics because consumers are increasingly aware – so goes the story. But Wasserman’s Tom Lovegrove wasn’t so sure.

Case Study

MAC, a cosmetics brand, dispelled the myths and misconceptions about the transgender community in the US by creating a feature-length film and video featuring the stories of seven trans individuals across the country.

Case Study

Weber Shandwick, a global PR firm, launched a campaign in the US to help companies navigate their responses to political events.

Gunn Report

Contains the creative for the 'Give The Rainbow' campaign for Skittles by the agency adam&eveDDB in the UK.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Case Study

Pride in London, an annual LGBT pride festival in the UK, decorated blue heritage plaques with LGBT+ flags to introduce influential community members who had championed the cause of diversity and acceptance.