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Every Kiwi Vote Counts: Meddle in the New Zealand Election

Case Study • APG (AUS), Bronze, 2021

Every Kiwi Vote Counts, a non-partisan initiative, harnessed the power of social networks to mobilise overseas New Zealanders (Kiwis) to vote in the country's 2020 election.

Global, Politics advertising spend (quarterly)

Data • WARC Data Points+ (Dynamic), December 2021

An overview of advertising spend by medium in the politics sector globally.

Global, Politics advertising spend by medium (annual)

Data • WARC Data Points (Dynamic), December 2021

An overview of annual advertising spend by medium in the politics sector globally.

Every Kiwi Vote Counts: Meddle in the New Zealand election

Case Study • AME Awards, Regional Platinum – Asia Pacific, Gold, 2021

Every Kiwi Vote Counts, a non-partisan initiative to encourage overseas voter participation, encouraged New Zealanders (Kiwis) living abroad to vote in the New Zealand election.

What we know about activist campaigns

Article • WARC Best Practice, September 2021

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

Biden for President: Biden Island

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Biden For President, a presidential campaign, was launched in the US during the pandemic to mobilise young voters across the country and drive awareness to the campaign.

Germany, Politics advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the politics sector in Germany since 2013.

US, Politics advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the politics sector in the United States since 2013.

Belgium, Politics advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the politics sector in Belgium since 2013.

Indonesia, Politics adspend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), July 2021

An overview of advertising spend by medium in the politics sector in Indonesia since 2013.

European Parliament: Choose your future

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Government institution, the European Parliament, boosted voter turnout at the European elections with a highly emotional cross-channel campaign in Europe.

Gone2Shit: Toilet Paper

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

MullenLowe, an American advertising agency, created a satirical brand that helped increase brand impressions, engagement, and raise awareness on mail-in ballot rejection.

France, Politics adspend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), November 2020

An overview of advertising spend by medium in the politics sector in Spain since 2013.

Australia, Politics advertising spend by medium

Data • Cinzia Petio, WARC Data Points (Dynamic), June 2021

An overview of advertising spend by medium in the politics sector in Australia since 2013.

City of Chicago: Boards of Change

Case Study • SABRE Awards, Gold North America & Global winner, 2021

The City of Chicago, a US government department, launched its campaign Boards of Change to drive voter registration throughout Chicago for the 2020 presidential election.

The New Georgia Project: Empowering a New Georgia

Case Study • SABRE Awards, Gold North America & Global winner, 2021

The New Georgia Project, a non-partisan voting organisation, encouraged Georgia's Black community to vote in the 2020 US presidential election.

Advertising for political office is a never-ending campaign

Article • David Ward, ANA, ANA Magazine, April 2021

The 2020 political advertising cycle was as turbulent as the election cycle itself, including the decision by Facebook, Google and Twitter to ban some or all political ads during key pre- and post-election stretches.

In the US, brands are increasingly needing to take political sides

Opinion • Cathy Taylor, April 2021

In January, the focus of WARC’s Spotlight US was “Marketing in a polarized nation,” which examined the issues dividing the country – and what brands should do about them. WARC's US Commissioning Editor Cathy Taylor writes that three months into the presidency of Joe Biden, the US, and brands, are not getting a reprieve.

In the US, the differences aren’t just political

News • 28 January 2021

Even after the election, there’s much uniting to be done in the US, as Morning Consult’s research into consumer attitudes shows fault lines beyond politics to include age, income, education, community.

US brands should address values, not politics

News • 27 January 2021

In the US, the rise of purpose-driven branding has also brought brands perilously close to the political divide because there’s a tendency to label every constituency as red or blue.

How the Capitol riot should alter brand actions in a polarized nation

News • 26 January 2021

US consumers entered the end of 2020 with concerns about the pandemic and the political environment, but, in December, vaccines and new leadership gave a sense of anticipation about 2021.

US citizens voted against disruption – and that has implications for brands

News • 25 January 2021

No matter their political affiliation, US voters voted for the same thing: stability over disruption, whether that was a continuation of the Trump Administration or a return to governing norms.

Renowned political strategist Mark Penn on why the US is actually moderate

Opinion • Cathy Taylor, January 2021

As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.

Trust, truth and sanctuary create a pathway for US brands in a polarized nation

Opinion • Cathy Taylor, January 2021

Navigating the polarized political landscape in the US is no easy feat, but WARC's Cathy Taylor offers some key themes in her introduction to a deep dive on how brands can meet these challenges.

In the aftermath of the Capitol riots, US brands re-assess their entanglement with politics

Opinion • Cathy Taylor, January 2021

Coup attempts are bad for business. WARC’s Cathy Taylor looks at what brands are doing in the wake of the storming of the Capitol.

What we know about activist campaigns

Article • WARC Best Practice, September 2021

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
What we know about opinion polling, political research

Article • WARC Best Practice, October 2021

Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.
Can psychographic targeting techniques be used ethically?

Article • Brian Carruthers, WARC Exclusive, Nudgestock, June 2020

Patrick Fagan, former lead psychologist at Cambridge Analytica, ponders the ethical dimensions of psychographic targeting.
Gaming influencers see highest YouTube engagement

Data • Rob Clapp, WARC Data Points (Curated), April 2020

An overview of YouTube influencer engagement by sector.
Changing channels: The impact of media shutdowns in Asia

Article • Kunal Sinha, WARC Trends, July 2020

With the long-term fate of TikTok in major markets like Australia and India uncertain, while major media outlets like ABS-CBN in the Philippines shut down – the media landscape is about to enter a period of volatility that advertisers must be prepared for.