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Why marketers must correct their historic under-investment in reaching Asian Americans

Article • Stephen Whiteside, Event Reports, 3AF Asian Marketing Summit, October 2020

Analysis by Nielsen, the research firm, has demonstrated why Asian Americans are a critical audience for marketers to include in their strategies.

Three ways for brands to reach Indian Americans in a nuanced, relevant way

Article • Stephen Whiteside, Event Reports, Asian American Advertising Federation’s Asian Marketing Summit, October 2020

Datawrkz, a digital-media planning and buying shop, has identified several ways that brands can enhance their marketing efforts targeted at Indian Americans.

Advertisers still aren't talking to Black audiences

News • 04 November 2020

Many major US brands have signalled their intention to step up efforts towards diversity, but a new report from Nielsen reveals many are missing an opportunity when it comes to ad spending with media that have the greatest reach within the African-Am

Lessons from failure: The ethical, and economic, opportunities in pursuing diversity

Article • Lydia Amoah, WARC Exclusive, October 2020

Looks at how brands can both avoid racially-insensitive missteps and build opportunity by focusing on diversity.

Why brands must up the ante on being anti-racist

Opinion • Satyen Dayal, October 2020

Racism isn’t just an American problem, it’s a systemic global problem. While the circumstances in the UK and Europe may be different than in the United States, racial injustice is a societal concern on both sides of the Atlantic, and all over the world – and recent research from our Edelman Trust Barometer proves it. Millions of people in both Europe and America are concerned about systemic racism in their own countries.

The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.

How brands can effectively respond to Black Lives Matter

Article • Mark Pinnes and Hiwot Wolde-Senbet, WARC Exclusive, October 2020

The Black Lives Matter movement began in outrage at the murder of black Americans by uniformed law-enforcement officers and has evolved into a society-wide drive to eliminate racism.

Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.

The role of podcasts for NPR’s mission

News • 13 September 2020

National Public Radio (NPR), the media organisation, is tapping the power of podcasting to meet the dual needs of serving consumers where they are and representing the voices of diverse communities.

How NPR is using podcasts to achieve cultural (and digital) relevance

Article • Stephen Whiteside, Event Reports, IAB Podcast Upfront, September 2020

National Public Radio (NPR), the media organization, is using podcasts as a means to keep up with major trends which are taking root among its audience.

Marketing and resistance: How the two mix

News • 06 September 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.

Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Research Paper • Ayantunji Gbadamosi, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 561-577

Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups.

COVID-19 and race: Protecting data or saving lives?

Research Paper • Richard Webber, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 528-537

This article uses the COVID-19 pandemic to demonstrate how our understanding of ethnic inequalities could be improved by greater use of algorithms that infer ethnic heritage from people's names.

Testing the effect of consumer-model racial congruency on consumer behavior

Research Paper • Shakaila Forbes-Bell, Aurore C Bardey and Patrick Fagan, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 599-614

Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry.

Avoiding myths and winning with the English language first (ELF) Hispanic cohort

Article • Maria Twena, WARC Exclusive, August 2020

Examines how marketers can reach the bilingual, bicultural English Language First (ELF) Hispanic market in the US.

Justice and brand accountability

Article • Jude Cohen, Jonathan Daly, Kathleen Diamantakis, Charlotte Tansill and Kai D. Wright, WARC Exclusive, August 2020

Report from Ogilvy that provides guidance for marketers on justice and brand accountability in the wake of the Black Lives Matter movement.

How Bevel builds an authentic grooming brand for Black men

News • 11 August 2020

Bevel, a grooming brand made by Walker & Co.

Marketers have the power to alter the entire trajectory of a global conversation

Opinion • Jay Richards, August 2020

The advertising industry has the power to influence culture through what it creates, and, says Jay Richards, it also needs to reflect the reality of a world that is 70% non-white.

McDonald’s ad strategy in support of Black Lives Matter

News • 05 August 2020

McDonald’s, the restaurant chain, has demonstrated its support for the fight against racial injustice, with advertising that focuses on experiences and stories from the Black community and which is not overly branded.

How Publicis Groupe plans to increase diversity

News • 04 August 2020

Publicis Groupe, the agency holding company, is taking a variety of steps to boost representation and inclusivity throughout its organisation having rigorously assessed its performance in this area.

McDonald’s breaks with history to march boldly in support of Black Lives Matter movement

Article • Geoffrey Precourt, Event Reports, ANAAgile Marketing in the New Normal, July 2020

McDonald’s, the quick-service restaurant chain, became a high-profile supporter of the Black Lives Matter movement with a series of commercials that spread authentic, powerful messages.

Resilient brands don’t react to a crisis, they respond to it: A perspective on racism and the call for equality

Article • David Lansanah, WARC Exclusive, August 2020

As individuals across the world reflect on their own beliefs, actions and privilege, brands too are assessing their role in systemic racial inequality and how to move forward.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

How consumers are responding to brands' anti-racism stance

News • 28 July 2020

Forty percent of US consumers are more likely to consider doing business with a company that takes a stand against racial injustice, according to a poll by Kantar, the research firm.

How consumers are responding as brands drop racist logos and characters

Article • Stephen Whiteside, WARC Exclusive, July 2020

A survey from Kantar, the research firm, discovered that a significant number of consumers are in favor of decisions to retire racist brand assets from their past.

The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.
Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.
Procter & Gamble steps up to tackle systemic racism with marketing action

Article • 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.
Johnson & Johnson group president: Marketers must stand up to confront racial injustice

Article • Geoffrey Precourt, WARC Exclusive, June 2020

Major corporations like Johnson & Johnson, the healthcare giant, are increasingly taking a stance on critical issues such as racial injustice.
How Constellation Brands – the owner of Corona beer – is tackling COVID-19

Article • Stephen Whiteside, WARC Exclusive, April 2020

Constellation Brands, the alcoholic-drinks manufacturer, is adapting in various ways to the challenges presented by Coronavirus.
How can brands observe Ramadan and celebrate Eid with the Muslim community during a pandemic

Article • Nazirah Ashari, WARC Exclusive, April 2020

TBWA’s Nazirah Ashari looks at the impact of the COVID-19 pandemic on how Muslims around the world will be observing Ramadan and celebrating Eid this year.