News
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18/09/2020
Investing in sustainable innovation can help brands win a growing market share of spending by increasingly environmentally conscious consumers, new research suggests.
Article
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Brian Carruthers, Event Reports, MRS FMCG Research Conference , July 2020
This article considers how the role of supermarkets is changing as the UK moves towards a new relationship with the EU and the wider world.
Article
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SiewPing Lim, WARC Best Practice, September 2020
Reciprocity is becoming an increasingly potent marketing lever, especially for customer experience, and brands need to ensure that they are delivering more than a transaction.
Research Paper
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Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 290-304
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Research Paper
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Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 271-289
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
Article
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WARC Best Practice, September 2020
Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
Opinion
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Jane Asscher, September 2020
The Covid-19 global health crisis has resulted in a reset for many brands. Pre-pandemic, most businesses’ marketing started from the perspective of ‘what is the opportunity?’ But in a world changed and cowed by coronavirus, many companies have shifted so their marketing starts from the point of view – ‘how can we help?’ People are looking for something more from brands, a more genuine relationship that recognises the wider impact of our changed situation.
News
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03/09/2020
FMCG giant Unilever is investing €1 billion to eliminate the use of petrochemical-based ingredients in the products of its Home Care division over the next ten years.
News
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02/09/2020
The Campbell Soup Co., the food manufacturer, is mixing a series of “non-negotiable” principles that apply throughout its operations with brand-specific strategies as it develops purpose-driven efforts.
Article
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Geoffrey Precourt, WARC Exclusive, September 2020
The Campbell Soup Co, the food manufacturer, is seeking to embody values such as authenticity and transparency as it responds to the imperative push for social change.
Opinion
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Gabey Goh, September 2020
With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.
Article
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Jidé Maduako, WARC Exclusive, August 2020
Influencers are finding new ways to connect with consumers and partner with brands during the COVID-19 pandemic.
Article
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Ian Payne, Greg Clayton and Alex Baverstock, Research on WARC, August 2020
Corporate sustainability, consisting of environmental, social, and economic pillars – the ‘triple bottom line’ – isan important measure of the future viability of successful businesses.
Article
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Gabey Goh, WARC Exclusive, August 2020
MART dissects the impact of COVID-19 and reverse migration on rural demand.
Article
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Jude Cohen, Jonathan Daly, Kathleen Diamantakis, Charlotte Tansill and Kai D. Wright, WARC Exclusive, August 2020
Report from Ogilvy that provides guidance for marketers on justice and brand accountability in the wake of the Black Lives Matter movement.
Article
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Research on WARC, August 2020
A report that establishes a deep sense of empathy towards Gen Z audiences by learning about the platforms they use and understanding their motivations.
Article
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Research on WARC, August 2020
Today's saturated and fragmented influencer landscape is starting to have adverse effects.
Article
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Geoffrey Precourt, Event Reports, ANAAgile Marketing in the New Normal, July 2020
McDonald’s, the quick-service restaurant chain, became a high-profile supporter of the Black Lives Matter movement with a series of commercials that spread authentic, powerful messages.
Article
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Research on WARC, July 2020
The fifth research wave provides an updated view on many of the themes covered previously, as well as examining new topics such as worries over a second wave, and reactions to initiatives such as track-and-trace.
Article
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Stephen Whiteside, WARC Exclusive, July 2020
A survey from Kantar, the research firm, discovered that a significant number of consumers are in favor of decisions to retire racist brand assets from their past.
Article
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Kantar, Research on WARC, July 2020
A report from Kantar US that encapsulates data over time regarding social unrest and Black Lives Matter.
Article
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Cordão, Research on WARC, July 2020
Report from the strategy consultancy Cordão, in Brazil, that looks at lessons from the pandemic for marketers, with perspectives both from the Brazilian viewpoint and insights from other global brand experts.
Article
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dentsu, Research on WARC, June 2020
The extended lockdown period has restricted physically visiting the workplace for many, socialization, travel and general recreation, which will change how we move, work, learn, live, play, travel and govern.
News
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08/07/2020
NASCAR, the auto-racing series, is likely to witness numerous benefits as a brand from its decision to ban the Confederate flag at events and boost its inclusivity efforts, according to a new study.
News
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01/07/2020
Marketers should turn their investment decisions towards the present moment and respond to major concerns around racial injustice and COVID-19, according to Bozoma Saint John, the new CMO of streaming giant Netflix.
