Article
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Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021
Reputation tracking is important, especially in a digital world – Meltwater’s Mimrah Mahmood shares a few efficient and cost-effective ways to incorporate digital into a company's existing reputation tracker.
Opinion
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Ruth Warder, March 2021
Over the last year we’ve moved into a new era of relationship between consumers and brands. In 2020 at points it seemed as if people cared more about what brands and companies were doing and saying than they did about what they were selling. Ignited by the pandemic, social injustice in the USA and an increased action on climate, people urgently wanted to know how companies were having a positive impact in the world. This has paved a new path for brands and businesses that requires careful and considered navigation.
Article
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Sam Hollis, WARC Exclusive, March 2021
As the discussion around sustainability grows increasingly complex, brands are turning to new frameworks and methodologies – including B Corporation status – to help them navigate the path ahead.
Article
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Stephen Whiteside, Research on WARC, March 2021
Social good campaigns often fail because of errors related to strategy, research and objective-setting, according to a study published in Social Marketing Quarterly.
Article
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Kai Geertsema, WARC Exclusive, March 2021
The automotive industry is being disrupted by technology and a shift toward environmental credentials, as well as the negative impact of COVID-19.
Article
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Brian Carruthers, Event Reports, Web Summit, December 2020
Farfetch, the online marketplace for luxury brands and third-party resellers, is growing fast, and the single fastest-growing part of its business is one that highlights sustainability to consumers.
Opinion
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Louise Turner, January 2021
Looking back at 2020 and into 2021 – change and disruption remains fundamental. Some elements of our marketing landscape are consistent, but many trends have accelerated, some dynamics are completely different and none of us can predict what is round the corner.
News
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28 January 2021
Even after the election, there’s much uniting to be done in the US, as Morning Consult’s research into consumer attitudes shows fault lines beyond politics to include age, income, education, community.
Opinion
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Alex Brownsell, January 2021
Media owners will be on alert at news that Unilever is committed to re-directing investment to more ‘diverse suppliers’, writes WARC’s Alex Brownsell.
News
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26 January 2021
Brands need to have not only a strategy that advances their sustainability credentials with investors but also an ongoing programme to explain that to consumers, according to InSites Consulting.
News
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25 January 2021
The pandemic may be uppermost in people’s minds, but they haven’t forgotten about sustainability – and a majority of Europeans actually think climate change is as important as the COVID-19 pandemic, research shows.
Article
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Brian Carruthers, WARC Exclusive, January 2021
Advice from InSites Consulting on how brands can respond to changing consumer attitudes to issues around sustainability.
Article
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Brian Carruthers, WARC Exclusive, January 2021
Research by InSites Consulting has uncovered shifting consumer attitudes towards issues around sustainability.
News
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15 December 2020
2020 has shown that brands need to build their reputation through action, rather than the image they present; brand purpose is not a style exercise, says Jane Asscher – brand image must give way to brand substance.
Article
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Callum Saunders, WARC Exclusive, December 2020
With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.
Opinion
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Sam Mercer, December 2020
During the pandemic, digital-first living has been accommodated in many situations, but schools have had to overcome some of the greatest challenges. Sam Mercer makes the case for greater brand involvement in education.
Article
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Ana Andjelic, WARC Exclusive, December 2020
This paper incorporates concepts from The Business of Aspiration: How Social, Cultural and Environmental Capital Transforms Brands (Routledge, 2021).
News
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02 December 2020
In the wake of protests following the murder of George Floyd, businesses in the US and elsewhere have started to consider systemic racism and how it can be confronted; a Target executive provides a framework.
Article
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Ian Payne and Greg Clayton, WARC Webinars, November 2020
This webinar is part of The WARC Guide to Effective Packaging, which explores how product packaging is embracing a wave of innovation, driven by a push for sustainability and the rise of e-commerce.
News
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18 November 2020
The British advertising industry has launched a new initiative that aims to achieve carbon net zero over the next decade.
News
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13 November 2020
Australian consumers place a high premium on brands that get involved in cultural and social issues and they regard a brand’s cultural involvement as nearly as important as having a positive brand perception.
News
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09 November 2020
Sustainability – not self-evidently related to the pandemic – has been made more important by COVID-19 as people have become more aware of how their actions can affect not only each other but also the environment.
News
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02 November 2020
Verizon’s “adfellows” initiative, a fellowship program for young and diverse talent, is an invaluable example of how big players in the marketing industry can develop an inclusive, representative pipeline of new hires.
Article
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WARC Best Practice, November 2020
A summary of new thinking and best practice on effective packaging, from the WARC Guide.
Article
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Jessica Trief, WARC Exclusive, November 2020
This article analyses the changing interaction between supply chains, sustainability and e-commerce as well as recommends how brands, their products, and packaging can adapt to a new world that has e-commerce and sustainability at its centre.
