Article
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WARC Best Practice, March 2020
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
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Rachael Smith, WARC Best Practice, December 2018
Outlines the six ways to effectively blend brand purpose and data ethics.
Article
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Research on WARC, July 2020
Report from the Advertising Research Foundation offers guidance on how brands should respond to social unrest.
Article
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WARC Exclusive, May 2020
Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy, outlines how brands can recession-proof their brands by working through three phases.
News
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08 July 2020
NASCAR, the auto-racing series, is likely to witness numerous benefits as a brand from its decision to ban the Confederate flag at events and boost its inclusivity efforts, according to a new study.
Opinion
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Drew Train and Davianne Harris, July 2020
Corporate activism doesn't always have to mean taking sides. Supporting voting rights and voter registration is an HR issue as much a branding opportunity, argue Drew Train and Davianne Harris.
Opinion
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Cathy Taylor, July 2020
Sometimes, the best way to get a feel for what's really going on in a country as big as the US is to look at it in microcosm.
Article
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Katie Anderson & Casie Cook, WARC COVID-19 Series, July 2020
Considers a model for brand growth that elevates Purpose, Innovation and Experience as the three key pillars of brand value beyond communications.
Case Study
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Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020
Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.
News
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30 June 2020
Over the last ten years, the importance of responsibility to consumers in relation to making brand choices has tripled, according to new BrandZ data.
Opinion
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Chiara Manco, June 2020
P&G’s work proves how market leadership is bound to a willingness to embrace and encourage societal change, writes WARC’s Chiara Manco. When Cannes Lions awarded P&G the Brand Marketer of the Decade, its Chief Brand Officer, Marc Pritchard stated: “It’s important now, as ever, to continue to use our voice and creativity to be a force for good, a force for growth and a force for change.” It’s that last word, ‘change’, that can offer an insight into the FMCG giant’s leadership.
Article
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Anna Hamill, Event Reports, Lions Live, June 2020
Amid unprecedented challenges in 2020, leading CMOs are committing to tangible change and leading with accountability on social issues like racial inequality.
Article
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Irene Joshy, WARC Trends, June 2020
Kantar’s Irene Joshy outlines the key anchors that will drive consumer behaviour through this current pandemic period and into the future.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2020
Nivea’s chief marketer explores the details of how the challenges of taking on a new top job and understanding innovation affect the discipline.
Article
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Geoffrey Precourt, Event Reports, Lions Live, June 2020
Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.
Article
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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.
News
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23 June 2020
Several major brands are undertaking reviews of logos and marketing messages in the light of the now-global Black Lives Matter protests and the broader debate over racial equality.
Article
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Edelman, Research on WARC, June 2020
Looks at US consumer attitudes and buying behaviors related to racial justice, based on a representative survey of 2000 US consumers conducted from June 5 – 7, 2020.
Article
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James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Opinion
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WARC, June 2020
Ariel’s Share The Load campaign sparked a national conversation and walked away with the Grand Prix in the 2016 edition of the WARC Prize for Asia Strategy.
Opinion
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Chiara Manco, June 2020
The winners of the 2020 North America SABRE Awards can inspire brands looking to progress social change, writes WARC’s Chiara Manco. Many of the winners of the 2020 North America SABRE Awards show how to tackle different forms of bias, prejudice and discrimination.
News
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11 June 2020
Mastercard, the payments company, actively demonstrated its support for the transgender and non-binary communities with the “True Name” initiative, which enables these consumers to put their chosen name on the front of their cards.
Article
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Geoffrey Precourt, Event Reports, ANA Multicultural Conference, May 2020
Mastercard, the payments company, tackled a major painpoint for transgender and non-binary consumers with its True Name initiative.
Article
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Caroline Beesley, WARC Exclusive, June 2020
Looks at Co-op's approach of testing new innovations to better understand consumer attention.
Article
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Dheeraj Sinha, WARC COVID-19 Series, June 2020
Leo Burnett’s Dheeraj Sinha outlines the key inflection points emerging in India as the COVID-19 pandemic continues to re-shape consumer lifestyles and culture.
