Article
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WARC Best Practice, March 2020
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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Rupert Younger, WARC Exclusive, September 2020
The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.
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.
News
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10/09/2020
Use of influencer marketing by brands in Asia has spiked since the onset of COVID-19, according to a new report by CastingAsia, which looks at the shifts in strategies for influencer marketing campaigns by businesses in Southeast Asia, Hong Kong, ...
News
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07/09/2020
Embracing the language and ideas of resistance is a risky business for brands that are not prepared to follow up with action – doing so requires stepping outside the brand’s vaccum and making sure it is not a one-off.
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.
Article
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Linwan Wu and Holly Overton, Journal of Advertising Research, Digital First, August 2020
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).
News
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28/07/2020
Marketers need to do more to make their work accessible to people with disabilities – a move that could have important ethical and financial benefits alike.
Article
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Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020
Advertisers are falling short when it comes to representing people with disabilities, and are thus missing out on revenue opportunities as well as ignoring a large, diverse community.
Article
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WARC Exclusive, May 2020
Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy, outlines how brands can recession-proof their brands by working through three phases.
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.
Article
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Anna Hamill, Event Reports, Lions Live, June 2020
Amid unprecedented challenges in 2020, leading CMOs are committing to tangible change and leading with accountability on social issues like racial inequality.
News
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30/06/2020
Over the last ten years, the importance of responsibility to consumers in relation to making brand choices has tripled, according to new BrandZ data.
News
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26/06/2020
Procter & Gamble, the consumer-packaged goods manufacturer, is following a holistic roadmap for racial equality as it seeks to enhance diversity within its own four walls and across the media ecosystem.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2020
Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.
Article
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Stephen Whiteside, Event Reports, Lions Live, June 2020
Procter & Gamble, the consumer-packaged goods manufacturer, is using the power of marketing to help tackle the systemic racism faced by the Black community in the United States.
Article
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Geoffrey Precourt, Event Reports, Lions Live, June 2020
Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.
Opinion
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Anna Hamill, June 2020
The rollercoaster of 2020 has brought the role of brands in wider society into sharp focus, with COVID-19, economic crisis and Black Lives Matter up-ending ‘marketing as usual’.
News
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23/06/2020
Several major brands are undertaking reviews of logos and marketing messages in the light of the now-global Black Lives Matter protests and the broader debate over racial equality.
Opinion
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Barry Silverstein, June 2020
For the last few years, in marketing circles and beyond, the latest iteration of corporate good has been ‘purpose’.
News
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03/06/2020
Companies must “have a voice” and demonstrate they “truly care” about issues like racial injustice in the face of rising tensions in the US, according to Manoj Raghunandanan, global president of Johnson & Johnson’s Self Care unit.
News
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02/06/2020
Marketers should double down on efforts to boost diversity and inclusion in the face of the COVID-19 crisis, according to Marc Pritchard, chief brand officer at Procter & Gamble, the FMCG manufacturer.
