Article
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Erminia Blackden and Henning Walbaum, WARC Best Practice, September 2021
Brands must be careful not to fall into the ‘honesty gap’ – where there’s a gap between what a company says and what it actually does.
Article
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Ben Downing, WARC Exclusive, September 2021
Over the last 18 months Havas has overhauled its programmatic practice and drove the expansion of its Meaningful Marketplace approach to deliver a Sustainable Marketplace enabling advertisers to invest in media partners making commitments on climate action.
Article
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WARC Best Practice, September 2021
A summary of new thinking and best practice on conscious media investment.
Article
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Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, August 2021
Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi discuss what is it about the notion of purpose that makes it so different from sustainability or responsibility.
Article
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Sairah Ashman, WARC Exclusive, August 2021
With more brands prioritising sustainability, the practice of greenwashing – promoting ‘green’ initiatives which are more virtue signalling than impactful – is starting to be called out by consumers.
Opinion
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Cathy Taylor, August 2021
Cathy Taylor, WARC's US Commissioning Editor, introduces the first Spotlight on Brazil, which examines several of the major trends that are facing brands in the country.
Opinion
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Cathy Taylor, August 2021
Natura &Co Media, Content and Communication VP Carlos Pitchu joined the Brazilian personal care and cosmetics company early last year just as the pandemic was unfolding. Having worked with the brand for some time as president of Tribal Brazil, he was quite familiar with it, but COVID put his job in a new context since he had to meet both the marketing needs and the economic needs of many Brazilians. Both the Natura brand and the Avon brand, which Natura also owns, are sold by sales reps, many of whom are women entrepreneurs. Natura also owns The Body Shop. For WARC’s Spotlight Brazil, WARC US Commissioning Editor Cathy Taylor talked to Pitchu about how the brands have been helping their sales reps through the pandemic, about
Article
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Marcello Magalhães, WARC Exclusive, Spotlight Brazil, August 2021
This article looks at the serious issue of food insecurity in Brazil, and how and why brands can play a role in solving it.
Article
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Will Hodge, WARC Exclusive, August 2021
Company sustainability initiatives need to involve marketing teams in order to be widely adopted or to create lasting change.
Article
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Julieta Loaiza, Jose Gorbea and Amy Rodgers, WARC Webinars, July 2021
Analysing the effectiveness potential of digital packaging as lead media and within the media mix.
Article
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Lauren Furmidge, WARC Exclusive, August 2021
There’s a general misconception that the massive growth in e-commerce comes with no real cost to the environment.
Opinion
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Phil Rowley, July 2021
Floods and heatwaves around the world highlight the need for businesses to take action to address climate change. Phil Rowley, Head of Futures at Omnicom Media Group UK, sets out a framework for marketers to use.
Article
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Simon Green, WARC Exclusive, July 2021
Sustainability is not a restriction – instead, it is an opportunity to improve businesses, increase engagement and realise new commercial opportunities.
Article
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WARC Best Practice, July 2021
This guide inspires advertisers to develop Marketing Sustainability Strategies and provides resources for education.
Article
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Wayne Deakin, WARC Exclusive, July 2021
With sustainability an increasing focus in the business world and for consumers, brands will need to centre regenerative design as a key pillar of their sustainability efforts.
Article
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Belynda Sim, WARC Trends, July 2021
As shifting priorities alter long-held notions of luxury, TBWA\Singapore’s Belynda Sim looks at what will define 21st century premium in Asia.
Article
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Renata Yannoulis and Matthew Moran, WARC Trends, July 2021
TBWA\Sydney’s Renata Yannoulis and Matthew Moran examine the future role of brick-and-mortar stores as declining footfall and skyrocketing e-commerce spending introduce a new era of retail.
Article
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Ben Bold, Event Reports, Lions Live, June 2021
Brands need to reflect their values when making decisions about their media spend, or else risk suffering from profound reputational consequences.
Opinion
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Steven Seghers, June 2021
Travel brands need to create immersive experiences, show their consumers empathy and provide them with the unexpected if they want to not only recover from the pandemic but be better than they were before, according to Hooray Agency’s Steven Seghers.
Opinion
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Michele Oliver, June 2021
Michele Oliver speaks to WARC’s Anna Hamill about highlights from judging, brand accountability, and the new frontiers of social change.
Article
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Rahul Roy, WARC Exclusive, June 2021
Details learnings for marketers looking to engage more authentically with diverse and multicultural communities as brands learn to navigate a rapidly shifting world of communications affected by cultural forces.
Article
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WARC Exclusive, May 2021
This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.
Article
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WARC Best Practice, May 2021
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Article
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Nick Blenkarne, WARC Exclusive, May, 2021
Sustainability is an increasing consideration in the travel category.
Article
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Moensie Rossier and Hamish Cargill , WARC Exclusive, Spotlight Australia, April 2021
Moensie Rossier of branding agency Principals and Hamish Cargill of Principals’ brand voice arm XXVI argue that organisations that are overly focused on the core business are missing out on the greatest positive change to brands in a generation.
