Ad regulation & ethics

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How a gender strategy can improve your marketing

Article • Amy Fridlund, WARC Best Practice, November 2017

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

In Brazil, Skol challenges cultural heritage to reshape the beer category

Article • Geoffrey Precourt, Event Reports, Festival of Media LATAM, October 2018

Skol, the beer owned by Anheuser-Busch InBev, transformed its brand positioning in Brazil as it sought to reflect new shifts in culture.

P&G's Pritchard urges marketers to tackle social issues

News • 01 November 2018

Marketers could unlock significant growth opportunities if they assist in efforts to address various forms of social inequality, according to Marc Pritchard, Procter & Gamble’s chief brand officer.

Mexico and MediaCom win big at Festival of Media LatAm Awards

News • 31 October 2018

An inclusive campaign for beer brand Cerveza Victoria by MediaCom Mexico has won the Campaign of the Year at this week’s Festival of Media LatAm Awards.

ANA/Cannes Lions’ CMO Growth Council attacks inequalities in advertising

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2018

Tackling social issues like race and gender inequality could not only yield perception benefits for marketers, but will also help them drive meaningful future growth.

How to break a taboo: Bodyform/Libresse’s #Bloodnormal

Article • Sam Peña-Taylor, WARC Exclusive, October 2018

Bodyform/Libresse, the global feminine hygiene brand, made a campaign that shocked media owners, whose rejections fuelled the campaign creative to win a Titanium Lion at Cannes.

Stop empowering women

Opinion • Mona Elsayed, October 2018

Gender equality has made great strides in MENA’s marketing, although J. Walter Thompson Gulf’s Regional Planning Director, Mona Elsayed, suggests there is scope to be even more progressive.

Positive Gender Portrayal in Advertising

Article • Andrew Geoghegan, ESOMAR, Congress, 2018

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Asia's ad industry needs to step up on diversity

News • 11 October 2018

Advertising in Asia conforms more to gender stereotypes, with powerful segments including Muslim women under-represented, according to new research by FMCG giant Unilever.

How Unilever is fighting gender stereotypes in Asia

Article • Low Lai Chow, Event Reports, Spikes Asia, September 2018

According to research by Unilever, advertising in Asia conforms more to gender stereotypes, with powerful segments including Muslim women grossly under-represented.

Ads in Asia 'lazily' portray stereotypes

News • 01 October 2018

Advertisers in Asia-Pacific have been too “lazy” about addressing stereotyping in their campaigns, according to a top Unilever executive who says the industry has some way to go to catch up with societal changes in parts of the region.

Older women feel stereotyped in advertising

News • 14 September 2018

LONDON: At least 44% of British women aged 50 and over find advertising to be patronising, while more than a quarter (27%) believe ads contribute to negative stereotypes of their age group, new research has revealed.

Updating brand archetypes for today's consumers

News • 15 August 2018

SYDNEY: The traditional gender roles presented in advertising are no longer fit for purpose in a modern world, but advertisers are struggling to catch up, according to two agency planning experts who have updated the standard brand archetypes.

Rethinking gender archetypes in modern advertising

Article • Anna Hamill, Event Reports, Mumbrella360, June 2018

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

How #bloodnormal used creative judo to challenge toxic taboos

Opinion • Margaux Revol, August 2018

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Why brands must monitor gender portrayals in ads

News • 27 July 2018

NEW YORK: Marketers and agencies need to constantly evaluate their portrayals of women in advertising and not adhere to standards that may be outdated before a message moves into public distribution, a paper in the Journal of Advertising Research ...

Study: Finance marketing and its myths

News • 26 July 2018

SYDNEY: Marketers working on finance and banking brands have been shown to be out of step with the public perception of gender in finance, amid a wider lack of trust and representation from the sector’s marketing, a new study finds.

How Premier Foods targets modern dads

Article • Brian Carruthers, Event Reports, Market Research Summit London, May 2018

Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.

India's ad world lags women's reality

News • 26 June 2018

MUMBAI: The lives of India’s women are changing, but the country’s advertising industry isn’t moving in response, according to a senior agency executive.

P&G’s Pritchard uses Cannes forum to advance gender equality in advertising

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

How to portray India’s modern women in advertising

Article • Anil Thakraney, Event Reports, ZEE MELT, May 2018

India’s women are changing – but the advertising industry isn’t, so how can India’s marketers overcome sexist tropes in advertising to truly connect with the modern Indian consumer?

Are portrayals of female beauty in advertising finally changing?

Article • Kathrynn Pounders, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 133-137

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.

WFA gives guidance on 'unstereotyping'

News • 16 May 2018

BRUSSELS/TOKYO: The World Federation of Advertisers (WFA) has launched a guide designed to help brands ensure their advertising reflects a more progressive portrayal of both sexes.

Skol rethinks women in ads

News • 03 May 2018

RIO DE JANEIRO: Addressing the gender bias in advertising can shift brand metrics, even in categories such as beer which commonly deal with long-held stereotypes, according to research from Brazil.

Pulling the creative curtain back on the “terrifying” Fearless Girl

Article • Geoffrey Precourt, Event Reports, ANA 2018 Brand Masters, March 2018

State Street Global Advisors, the investment company, caused a stir in the financial and marketing industries with its “Fearless Girl” statue in New York City.

What we know about marketing to women

Article • WARC Best Practice, November 2017

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
What we know about marketing to men

Article • WARC Best Practice, November 2017

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.
Trend Snapshot: Google and Facebook's digital 'duopoly'

Article • Alex Brownsell, WARC Exclusive, October 2017

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.
The Emergence of Generation Z and Its Impact in Advertising: Long-Term Implications for Media Planning and Creative Development

Research Paper • Duncan Southgate, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 227-235

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.
Kantar Millward Brown: AdReaction - Engaging Gen X, Y and Z

Research Paper • IAB Europe Research Awards, Highly Commended, Digital Advertising Formats, 2017

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.
How to market effectively to children

Article • Sam Clough, WARC Best Practice, July 2016

This article seeks to establish best practices for marketing to children, both causes of parental spending and consumers in their own right - an attractive audience for marketers, they exert influence far beyond toys, to supermarket shops, family holidays, and even the car.