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Brand purpose

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Article

This article explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

This article explores Heineken UK's recent purpose-driven promotion, Worlds Apart, which expanded on the brand's 'Open Your World' tagline through a campaign that emphasised settling differences over a beer.

Article

This webinar replays WARC's session: "Is the creative industry losing its ability to sell stuff?" at the Cannes Lions festival this year.

News

CANNES: Diageo, the alcoholic drinks company, believes that purpose-driven marketing remains a powerful form of communications, despite some emerging criticisms of this strategy.

Article

This event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

News

CANNES: Brands and agencies have become over-excited at the idea of brand purpose as a way to differentiate, several leading industry figures have argued.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This event report explores whether advertising’s first function – as a channel through which a brand increases sales of its product or service – has been lost to the pursuit of purpose.

News

SAN FRANCISCO: After spending years trying to build up its user base, Twitter is seeking to position itself as the social media network with a social purpose.

Article

This article covers how NAB, one of Australia’s leading banks, is repositioning its brand as one of inclusion with storytelling, on-site activations and sponsorship of an LGBT event.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

News

LONDON: Campaigns from Ariel, Lifebuoy and Whirlpool are among the 21 papers that have been shortlisted for the Best Use of Brand Purpose category in the 2017 WARC Awards, which recognise the next generation of marketing effectiveness.

Opinion

As the WARC Awards shortlist for the Best Use of Brand Purpose is announced, Lucy Aitken reveals some of the feedback from judges about what qualifies as purpose.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

News

GLOBAL: Brands that step out and espouse values risk being caught in the crossfire of 2017's polarised consumers, but Coca-Cola's new CEO, James Quincey, believes it is a risk worth taking.

Opinion

At the 2017 Dubai Lynx festival, Asad Rehman, Director Media, North Africa & Middle East, Unilever, and chair of the inaugural WARC Prize for MENA Strategy, was interviewed by Tod Donhauser, CEO of Edelman UAE, as part of Edelman's series of Brand Breakfasts at the festival.

Opinion

Fabindia is a remarkable brand that has, in fact, become a Harvard Business School case study. On one level, it is ranked as India's largest retail fashion brand, well ahead of global competitors like Zara and Levi's – a cult brand, built on the ideas of ethnic pride, sustainability, respect for craftsmanship and commitment to society.

Opinion

Gareth Kay takes inspiration from an ad that's done the seemingly impossible: uniting all the internet in one emotion.

Article

This event report outlines how Chipotle, the restaurant chain, survived a brand crisis.

Opinion

Rajat Mendhi, Executive Vice President, Planning, BBDO Mumbai, was responsible for the widely lauded Share The Load campaign for P&G detergent brand Ariel.

Article

This article explores the enduring power of creative intuition in an increasingly data-driven world and how agencies can find a balance to best serve clients.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

News

LONDON: Senior figures from Diageo and Havas Media Group are among the judges being announced today for the Best Use of Brand Purpose category in the Warc Awards.

Article

This event report outlines how American Greetings, the greeting cards company, has remained relevant in the digital age.

Article

This event report describes how Safaricom, a Kenyan mobile operator, reframed its relationship with millennial consumers by creating a new brand, Blaze, that would celebrate unconventional success.