Tati Lindenberg and Rachael Stets, WARC Exclusive, December 2021
This episode of the WARC podcast explores the strategy, execution and outcome of Persil: Dirt for Good, awarded Gold in Brand Purpose and a Sustainability Award in the 2021 WARC Awards for Effectiveness.
Ann Mukherjee, CEO and Chairman at Pernod Ricard NA, will be chairing the Brand Purpose category of the 2022 WARC Awards for Effectiveness . Here, she talks about the challenges brought about by the pandemic, consumers’ new expectations of brands and Pernod Ricard’s definition of authentic purpose-led work. Ann Mukherjee, CEO and Chairman at Pernod Ricard NA
Prakash Kamdar and Carol Wee, WARC Exclusive, November 2021
Prakash Kamdar and Carol Wee of dentsu Singapore relate how the marketing communications company started its journey towards being a purpose-led business by ensuring it has a fundamental appreciation of the virtuous cycle of good and growth.
Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, November 2021
Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi examine three examples of businesses that have put purpose into practice effectively with their meaningful challenge purpose, ecosystem focus and holistic performance.
Mukta Lad, WARC Exclusive, November 2021
SimplyGood is a startup offering eco-friendly household cleaning products and its founder and CEO, Jeremy Lee, tells WARC how he aims to do good by reducing single-use plastic and carbon pollution – starting from the home.
This study from WARC, in partnership with YouTube, looks at how brands in the APAC region have been keeping pace with shifting cultural trends and consumer behaviours to reach engaged customers with online video by uncovering common themes among winning YouTube Works campaigns.
Richard Exon, Founder of Joint, discusses what the past year of sport can tell brands and businesses about what interests the public, and reflects on how brands should focus on hope and honesty when it comes to driving campaigns.
Powerful storytelling has helped SK-II build its brand into a global powerhouse and helped it stand out in a hyper-competitive landscape. Gayoon Jung, VP of brand and innovation for SK-II Global, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how everything begins with the consumer, the need to constantly innovate on engagement and taking the long-term view. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Charisse Hughes, SVP/Global Chief Marketing Officer of The Kellogg Company, talks to US Commissioning Editor Cathy Taylor for WARC Marketer’s Toolkit about purpose, first-party data, and how its vast brand portfolio allows for marketing experimentation. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Naysla Edwards, Vice President Brand, Charge Cards & Member Experience for American Express, Australia and New Zealand, speaks to WARC’s Gabey Goh for the Marketer’s Toolkit 2022 about how the company has weathered the pandemic and how it is preparing for the opening up of Australia and the world. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Bernice Samuels, Chief Marketing Officer at telco MTN Group, spoke to WARC’s Anna Hamill about adapting to COVID-19 across Africa, digital inclusivity, and using data-driven insights in developing markets. Toolkit 2022 This interview is part of WARC's Marketer's Toolkit 2022. Read more .
Ogilvy’s Bhakti Malik writes about the agency’s WARC Awards for Asian Strategy Grand Prix-winning work for Cadbury Celebrations, and how it achieved growth during an unprecedented Diwali season by reigniting the brand’s purpose.
James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.