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.
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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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.
Case Study
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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.
Case Study
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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.
Research Paper
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Heather Shoenberger, Eunjin (Anna) Kim, and Erika K. Johnson, Journal of Advertising Research, Digital First, September 2019
This research suggests that perceived authenticity plays a significant mediating role for the effects of model image modification and body size on consumers’ advertisement and product evaluations.
Article
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Stephen Whiteside, Event Reports, Advertising Week New York, September 2019
Microsoft, the technology company, believes that inclusive marketing is an essential objective that should be applied across touchpoints and campaigns.
News
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25 September 2019
Only one in ten Britons thinks the ads they see are genuinely representative of people across the country, while a third believe ads set unrealistic expectations, according to a new report.
Article
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Duncan Southgate, WARC Best Practice, August 2019
Assesses how men and women are portrayed in advertising, and how creating and placing advertising with an eye to brand strategy, media strategy and creative development can transform the performance and value of brands.
News
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15 August 2019
Volkswagen and Philadelphia cheese are the first brands to fail the Advertising Standard Authority’s new rules on gender stereotyping in ads, which came into force in June, with industry bodies expressing surprise and concern at the bans.
