Article
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Amy Fridlund, WARC Best Practice, November 2017
Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.
Article
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Maria Twena, WARC Exclusive, March 2020
Discusses the opportunity for brands to capitalize on a prevailing yet hidden dynamic among multi-generational Hispanic families - how the bilingual English Language First (ELF) family member translates, informs and advises their parents’ consumer decisions.
News
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06 March 2020
Brands that promote apparel items like lingerie and swimwear on Instagram may want to consider using plus-sized models and not retouching images, according to a study in the Journal of Advertising Research (JAR).
Article
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WARC Best Practice, February 2020
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
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WARC Best Practice, February 2020
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 and at a time of social change.
News
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16 January 2020
Brand purpose can be a driver of growth, a key to unlocking new partnerships and a way of signalling modernity, according to a new WARC report edited by Burger King Global CMO Fernando Machado.
Article
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Research on WARC, January 2020
The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
Article
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WARC Exclusive, January 2020
Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2019 WARC Awards.
Article
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Jane Cunningham, Philippa Roberts and Vicky Cook, WARC Exclusive, January 2020
After femvertising, #unstereotype and ASA rulings, what next for marketing to women?
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019
Procter & Gamble, the consumer packaged goods manufacturer, conducted rigorous analysis of its multicultural marketing to ensure it was excelling in this area.
Research Paper
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MRS Awards, Finalist, MRS Award for International Research, 2019
Dove, a personal care brand owned by Unilever, launched Project #ShowUs in the UK, a free-to-access database of over 5000 images, offering an inclusive vision of beauty to media and advertisers which was informed by collected data.
Research Paper
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019
Lloyds Banking Group, a retail and commercial bank, looked into the representation of certain groups in its ads in an effort to promote more diversity in advertising in the UK.
News
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26 November 2019
The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America.
News
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21 November 2019
Dove, the beauty brand owned by Unilever, successfully extended its “Campaign for Real Beauty” directly into the media and advertising space through creating a library of stock images that is truly representative of all women.
Article
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Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019
Dove, the beauty line, used its “Project #ShowUs” campaign to provide stock images that embrace female beauty in all its forms.
News
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31 October 2019
Australian consumers can see when ads trade in gender stereotypes and sexism, even if the industry standards body can’t, according to new academic research.
News
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29 October 2019
Brands have much work to do in changing how women are portrayed in ads but Diageo is addressing the issue in a systematic manner which allows brands like Royal Challenge to overcome unconscious bias.
Article
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Event Reports, Spikes Asia, September 2019
Julie Bramham, chief marketing officer of Diageo India acknowledged that advertisers have the power to normalise gender equality and use marketing spend as a cause for good at Spikes Asia 2019.
News
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23 October 2019
Unilever's senior media director explains how fewer stereotypes lead to more effective marketing. Ana Paula Duarta, Unilever senior media director/Brazil will champion the United Nations’ Unstereotype Alliance in a keynote address at the ...
News
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18 October 2019
A series of campaigns for Bodyform/Libresse tackling taboos around women’s periods and intimate hygiene has won the Grand Prix in the 2019 APG Creative Strategy Awards.
Opinion
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Nicola Kemp, October 2019
A fundamental shift in consumer attitudes demands a wholesale shift in approach from brands, according to progressive brands and agencies at Creativebrief’s flagship BITE LIVE event.
Opinion
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Mike Teasdale, October 2019
Ads can’t change the world by themselves – that’s not their point – but they are far more effective if they reflect the world the audience aspires to.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2019
The Association of National Advertisers (ANA), the trade body, is pursuing various initiatives that it hopes will fuel industry growth.
Article
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Anna Hamill, WARC Exclusive, October 2019
Procter & Gamble's chief global brand officer Marc Pritchard explains that growing a brand is tied to having a positive impact on society and the environment.
News
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30 September 2019
Microsoft, the tech giant, has introduced a definition called “inclusive marketing” that can help brand custodians embed accessibility into their innovation efforts, strategies and campaigns.
