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Hate speech online has real-world consequences

Opinion • Hilary Watson, September 2021

Negative online experiences can have just as great an impact as the abuse and discrimination people experience offline, says Hilary Watson, the Policy and Campaigns Manager at Glitch, an award-winning UK charity that is working to end online abuse – particularly against women and marginalised people.

Unpacking the tensions in media: Ensuring advertising supports inclusion

Article • Isabel Massey and Jerry Daykin, WARC Exclusive, September 2021

Explains how Diageo and GSK ensure their media investment supports diversity and inclusion.

How becoming more diverse, inclusive and responsible is helping The Sun remain relevant

Article • Dominic Carter and Shelley Bishton, WARC Exclusive, September 2021

The Sun, part of News UK, is becoming a more diverse and inclusive newsbrand, as the media organisation drives to become more representative of the UK’s population, ensuring it is relevant to today’s advertisers and consumers.

Planning for inclusion: A media case for conscious advertising

Article • Christopher Kenna, Chris Ladd, Francesca Leronni, Martin Radford, WARC Exclusive, September 2021

Brand Advance and Ebiquity is helping responsible advertisers like Nationwide and GSK find diverse audiences.

The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

Beyond Juneteenth: How brands can build essential skills to take a stand in culture

Article • Rahul Roy, WARC Exclusive, June 2021

Details learnings for marketers looking to engage more authentically with diverse and multicultural communities as brands learn to navigate a rapidly shifting world of communications affected by cultural forces.

Wakuda: A new online marketplace for black-owned businesses

Opinion • Nathaniel Wade and Albert Larter, April 2021

Wakuda is an online marketplace that elevates and supports independent Black-owned businesses in the UK. Co-founders Albert Larter and Nathaniel Wade explain why they launched the platform in August 2020, and how brands can support black-owned businesses.

How P&G reached an audience without mass-media channels

Article • Alex Brownsell, WARC Exclusive, April 2021

WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.

Diversity and representation: Guide to potential areas for bias in the creative process

Article • WARC Best Practice, March 2021

The World Federation of Advertisers have launched a new report: Diversity & Representation: Guide to potential areas for bias in the creative process – marketers will find the following.

Impulse buying this Ramadan: Shopping shifts in Indonesia and Malaysia

Article • Low Lai Chow, Event Reports, InMobi Gearing up for Ramadan virtual event, March 2021

The holy month of Ramadan will see a dramatic increase in impulse shopping among Indonesians and Malaysians this year, a shift caused by COVID-19 and restrictions on in-store retail purchases.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Podcast listeners more diverse than US population

Data • Rob Clapp, WARC Data Points (Curated), February 2021

An overview of podcast audiences and their response to advertising in the United States.

Trends of the month: TikTok, effective budgets and new Muslim consumers

Opinion • Rob Clapp, February 2021

This month: How TikTok is setting up for shopping success in 2021, what the long-term trends in budget effectiveness are, and how brands are failing to engage new Muslim consumers.

63% of British Muslims feel supermarkets use outdated activations

Data • Rob Clapp, WARC Data Points (Curated), January 2021

An overview of how Muslim consumers in the UK feel about supermarket aisles and activations.

What we know about targeting Muslim consumers in South-East Asia

Article • WARC Best Practice, January 2021

Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

Brands and media are failing Black women

News • 17 December 2020

Marketers and media need to earn the trust of Black women because, compared to women of other races/ethnicities, they are the least likely to consider that initiatives from brands and media will play a key role in advancing women’s equality, a study

Asian Americans represent major growth opportunity

News • 15 December 2020

Asian Americans are a growing audience that brands should heighten their focus on, according to insights from research firm Nielsen.

Independent Age: Lived experience of older age amongst marginalised sub-groups

Research Paper • MRS Awards Papers, Winner, MRS Award for Inclusive Research, 2020

Independent Age, an NGO offering advice and support for older age, challenged the stereotypes of ageing in the UK.

Multicultural Britain

Research Paper • MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020

The Multicultural Britain series was launched to provide media and policy makers with insights to accelerate much-needed change.

CovidWatch – An international social commentary on what unites and divides us during the pandemic

Research Paper • MRS Awards Papers, Winner, MRS Award for International Research, 2020

IPSOS, a market research company, provided clients with a cost-effective way of understanding shifts in consumer behaviour with its project CovidWatch.

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.

How to engage Indian Americans in nuanced ways

News • 16 November 2020

Marketers need to take a less “monolithic” view of Indian Americans if they want to make tangible, lasting in-roads with this important audience.

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

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.

Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
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.
The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.
Diversity and representation: Guide to potential areas for bias in the creative process

Article • WARC Best Practice, March 2021

The World Federation of Advertisers have launched a new report: Diversity & Representation: Guide to potential areas for bias in the creative process – marketers will find the following.
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.
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.