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.
Article
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Alex Baverstock and Ian Payne, WARC Exclusive, November 2020
Consumers’ considerations around, and experience of, disposing of a product at the end of its life can impact future purchase consideration.
Opinion
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Jamie Elden, October 2020
New is not always better. Consumers are creatures of habit and often buy into nostalgia, Shutterstock’s Jamie Elden writes.
News
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22 October 2020
Carrefour, the French supermarket chain, successfully demonstrated how large brands – often depicted as the source of an industry’s problems by challengers – can use their scale to address big issues and shift consumer perceptions.
Research Paper
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Julia Fillingame, ESOMAR Conference papers, Latin America, 2020
Explores the topic of sustainable tourism and promotes it as the next big opportunity for Latin America.
Article
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Low Lai Chow, Event Reports, All That Matters, September 2020
At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.
Article
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Brian Carruthers, Event Reports, Kantar Talks Webinar, September 2020
This article examines the how the food business Kraft Heinz reacted to the pandemic and what it sees as important long-term trends.
News
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07 October 2020
The Black Lives Matter movement has led many brands to want to do more in order to dismantle inequality, but knowing exactly how to take action can be difficult – a new report explores which responses are working.
News
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29 September 2020
Online retailer Ocado is the UK’s fastest growing brand according to a new BrandZ report which records a 63% increase in brand value over the past year, reflecting the impact of the pandemic on consumer shopping habits.
Article
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Brian Carruthers, Event Reports, World Retail Congress, September 2020
This article examines how online grocer Ocado reacted to the challenges posed by the COVID-19 pandemic and lockdown.
News
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17 September 2020
Advertisers should understand consumer views on the environmental impact of different media channels when they develop campaigns, according to a study published in the Journal of Advertising Research (JAR).
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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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 September 2020
Brands using native ads to spread the word about their corporate social responsibility (CSR) efforts need to make sure they avoid a focus on promotional messaging, a study in the Journal of Advertising Research (JAR) has found.
