Case Study
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MRS Awards Papers, Finalist, Cultural Insights, 2021
L'Oréal Paris, a personal care company, launched a worldwide campaign to embrace a modern and relevant expression of female empowerment in marketing, and understand needs and behaviours deeply to connect with women in a powerful and authentic way.
Research Paper
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Linwan Wu and Holly Overton, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 382-396
This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).
Article
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Brian Carruthers, Event Reports, Ad Net Zero Global Summit, November 2021
Research by McCann Worldgroup Truth Central has identified five ‘macro-shifts’ the agency believes can help chart a path towards greater sustainability.
Marketers are obsessed with brand purpose, but what we really need to be obsessed with is finding ways to grow businesses and brands in a sustainable and ethical way, argues Florencia Lujani strategy director and cultural insight expert at Media Bounty.
Brand spend accountability was in the spotlight at a recent AOP webinar. Managing director Richard Reeves outlines how the industry can move towards a new level of social responsibility.
Article
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Grace Kite, Jonathan Wise and Ben Essen, WARC Exclusive, November 2021
This article outlines research by Purpose Disruptors and magic numbers concerning the environmental impact of incremental sales generated by advertising in the UK, and how the industry can respond.
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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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.
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
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.
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.
Sustainability is not a restriction – instead, it is an opportunity to improve businesses, increase engagement and realise new commercial opportunities.
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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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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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.
Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
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.
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