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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.

Why it’s important to approach data without biased assumptions

Article • Jason Mander, WARC Exclusive, March 2021

To stay resilient and competitive, businesses need to understand their audiences, using psychographic and behavioral data that gives them the power to understand not only the ‘what’, but also the ‘why’; that, in turn, allows them to build flexible, adaptable responses to constantly changing situations.

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, 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63% of British Muslims feel supermarkets use outdated activations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, 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.

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

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.

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.

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.

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.

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.
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.
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.
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.
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.