Article
•
WARC Best Practice, March 2019
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
•
Rachael Smith, WARC Best Practice, December 2018
Outlines the six ways to effectively blend brand purpose and data ethics.
News
•
18 July 2019
Taking a strong point of view can be a risk for a brand in today’s tumultuous environment, but sometimes it’s unavoidable – and that’s when an understanding of brand values comes into its own.
Article
•
Dr. Darren Coleman, WARC Exclusive, July 2019
Offers an alternative perspective and questions whether brand purpose serves a brand purpose.
News
•
12 July 2019
The Body Shop, the health and beauty manufacturer and retailer, is making activism a core part of its business – extending all the way from marketing messages to the commercial brand proposition.
Article
•
Reed Karaim, Event Reports, Brand Marketing Summit, May 2019
Online recruitment platform CareerBuilder has taken an “inside out” approach to implementing brand purpose, with its internal application often being more pronounced than its external visibility.
Article
•
Kristin Van Note, WARC Best Practice, July 2019
Looks at the findings from research by Grey New York looking to understand consumer attitudes towards advertisements that are designed to either highlight a social issue or conflict, or are designed to unify people over a divisive issue.
Article
•
Anil Thakraney, Event Reports, Zee MELT, May 2019
Burger King’s global CMO believes that brands must embrace a higher purpose and not be afraid to act on it to drive growth.
News
•
08 July 2019
Gillette caused a storm at the start of the year with its ad addressing “toxic masculinity”, but the shaving brand never considered pulling back on its new posture, according to Procter & Gamble’s chief brand officer Marc ...
News
•
04 July 2019
Both PepsiCo and Nestlé have announced some potentially significant packaging developments in the war on plastic waste, but as consumer sentiment shifts, observers suggest there are opportunities to completely rethink the role of packaging.
Article
•
WARC Exclusive, WARC at Cannes Lions 2019
In this talk hosted by WARC at Cannes Lions 2019, several speakers discussed the challenges and impact of investing in a meaningful strategy at scale.
Article
•
Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Procter & Gamble, the consumer goods giant, is using a new breed of partnerships to help it transform advertising in compelling ways.
Article
•
Geoffrey Precourt and Anna Hamill, Event Reports, Cannes Lions, June 2019
Gillette, the male-grooming line owned by Procter & Gamble, repositioned its brand in a courageous way that prompted a wider social debate.
News
•
19 June 2019
How much we trust in a brand is right up there with price in influencing purchase decisions, according to new research, which suggests that only one third of consumers trust most of the brands they use or buy.
News
•
14 June 2019
Millennials may have different motivations for supporting corporate social responsibility (CSR) efforts than older consumers, with important implications for advertising in this space, a study in the Journal of Advertising Research (JAR) has ...
Article
•
Low Lai Chow, WARC Exclusive, May 2019
Consumers in Asia are more likely to believe brands can do good, want to prioritise ‘credible’ media, and emphasise the need for truthfulness.
Article
•
Brian Carruthers, Event Reports, Retail Week Live, March 2019
Oatly, the Swedish plant-based milk company, has grown quickly following a rebrand that allowed it to talk about its broader values.
News
•
20 May 2019
From Taobao to Tmall,com, Alibaba’s commercial activities are vast, but now the Chinese e-commerce giant is keen to highlight its philanthropic efforts, which extend globally.
News
•
14 May 2019
At a time when brand purpose is becoming a differentiator, the ad experience itself can become part of that strategy – highlighting what a brand stands for, increasing engagement and raising money for causes.
Article
•
Sam Peña-Taylor, WARC Exclusive, May 2019
Good-Loop is a different kind of advertising platform, built around the idea of converting media money into funding for charitable causes – good for the causes, but even more effective for brands.
News
•
09 May 2019
Budweiser, the beer brand made by Anheuser-Busch InBev, has successfully built consumer engagement through “inspiring ordinary people to do extraordinary things” with its marketing.
News
•
06 May 2019
National Geographic has joined forces with innovation consultancy R/GA, inviting Australians to submit ideas about how to tackle the problem of plastic waste that is despoiling the country’s coastline and marine life.
Research Paper
•
Claudia A. Rademaker, Marla B. Royne, and Mikael Andéhn, Journal of Advertising Research, Digital First, April 2019
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Research Paper
•
Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Digital First, April 2019
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
News
•
30 April 2019
Ethics are becoming more and more important to businesses as consumers’ awareness grows - and for fast fashion, an industry based on high volumes and low prices, this shift brings a moment of reckoning.
