Mission & purpose

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Travel and sustainability: Transforming for the future

Article • Nick Blenkarne, WARC Exclusive, May, 2021

Sustainability is an increasing consideration in the travel category.

Four things marketers can do to help disadvantaged young people right now

Opinion • Nick Fuller, April 2021

Nick Fuller, President of EVERFI International, an education company working with businesses, government and charities to deliver technology-based products and bespoke educational engagement campaigns, explains how marketers can help reduce the inequality faced by disadvantaged young people.

Boycotts, banners and balance sheets: The effectiveness of brand activism

Opinion • Warwick Cairns, April 2021

Since it’s becoming harder for brands to avoid taking a political stance on issues, Warwick Cairns from The Effectiveness Partnership looks at the relationship between taking a stance and effectiveness -- and how brands can navigate this increasingly rocky terrain.

Are you well? Lessons for brands looking to join the wellness movement

Article • Luke Haynes, WARC Exclusive, Spotlight Australia, April 2021

M&C Saatchi FABRIC’s Luke Haynes outlines some key considerations for brands looking to put wellness at the centre of strategic plans.

Six tips for making the most of retail’s ‘Darwinian moment’

Article • Brian Carruthers, Event Reports, Retail Connected, April 2021

Recent research from OC&C Strategy Consultants, the management consultancy, identifies six themes that are reshaping the retail environment for the future.

Price, service and wellness: Why wellbeing is the new battleground for brands

Article • Moensie Rossier and Hamish Cargill , WARC Exclusive, Spotlight Australia, April 2021

Moensie Rossier of branding agency Principals and Hamish Cargill of Principals’ brand voice arm XXVI argue that organisations that are overly focused on the core business are missing out on the greatest positive change to brands in a generation.

Corporate India must act now

Opinion • Kunal Sinha, April 2021

As India grapples with one of the worst crises in its history, WARC’s principal consultant Kunal Sinha asks why corporate India has not taken responsibility for the country’s needs.

I want fun, funky and fabulous: How Tommy Hilfiger Adaptive created a new fashion segment

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

Fashion brand Tommy Hilfiger spotted a white space in apparel for consumers with disabilities.

Sustainable now: How brands can harness the power of consumer intent

Article • Tara Watkins and Carla Madden, WARC Exclusive, April 2021

Research by the7stars and Global into UK consumer views on brands and sustainability.

E-commerce in India: A chance to do right

Article • Narayan Devanathan, WARC Exclusive, Spotlight India, April 2021

The pandemic has unlocked opportunities for Indian e-commerce and dentsu Solutions’ Narayan Devanathan outlines the roadmap for e-commerce brands to do right by consumers, employees, partners and shareholders.

Value propositions: USPs, CVPs and EVPs

Article • Nick Liddell, WARC Best Practice, April 2021

Value propositions are statements that capture what makes a product, service, brand, or experience different and desirable in the minds of its intended audience.

When it comes to conscious consumption – whose responsibility is it anyway?

Opinion • Helen Brain, April 2021

Conscious consumption on the part of individuals will continue to grow. But take note – citizens are waking up to the knowledge that individual action alone will not get us to a net zero world. This will place increasing demand on brands to step up and ease the way for the transition of our society to a more sustainable future, says Helen Brain, Strategy Director & Joint Head of Social Change Hub at MediaCom UK.

Trust in a time of uncertainty

Article • Research on WARC, April 2021

Examines how responding in uncertain times requires investing in trust alongside a clear brand purpose and strategy that supports all stakeholders.

Argentina's move to legalize abortion underscores the limits of brands’ embracing purpose

Article • Carolina Zakrajsek, WARC Exclusive, April, 2021

Examines the actions of brands in Argentina regarding a vote over legalizing abortion in December 2020.

Asian strategy is in it for the long run

Opinion • Chiara Manco, April 2021

As the WARC Awards for Asian Strategy enter their 11th year, Chiara Manco looks at how strategy can future-proof businesses, growing brands and inspiring the industry.

Tracking reputation in the digital age: How and why to do it

Article • Mukta Lad, Event Reports, Meltwater APAC Digital Summit, March 2021

Reputation tracking is important, especially in a digital world – Meltwater’s Mimrah Mahmood shares a few efficient and cost-effective ways to incorporate digital into a company's existing reputation tracker.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.

Why is B2B marketing so irrational? Buyers have feelings too

Article • Sonia David and Bill Zengel, WARC Exclusive, April 2021

ANA Business Marketing Practice’s Sonia David and Bill Zengel, explore how leading B2B marketers are using emotion, purpose and problem solving to reach a new generation of business buyers.

The Journey to Become Transformational

Opinion • Geoff Northcott, April 2021

AKQA’s Geoff Northcott, Jury President of the 2021 Creative Business Transformation Lions, explores how brands can embrace a transformational culture and unlock progress through creativity.

Creativity through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for creativity in 2020.

How P&G reached an audience without mass-media channels

Article • Alex Brownsell, WARC Exclusive, April 2021

WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.

Media strategy through volatility

Article • WARC Exclusive, April 2021

This report looks at the strategies and approaches of some of the world’s most awarded campaigns for media excellence in 2020.

Hulu: Reimagining brand purpose after the seismic events of 2020

Article • Alex Brownsell, WARC Exclusive, April 2021

UM’s Wendy Aldrich, EVP, Managing Partner, and Kristine Swanepoel, SVP, Strategy, West Coast, discuss Hulu’s award-winning ‘The Shape of History’ campaign.

Effectiveness through volatility

Opinion • Karen Crum, April 2021

Karen Crum, of McCann Worldgroup, explores why showing impact is central to the present and future of advertising - part of the 'Marketing through volatility' report.

The pivot to purpose: Aligning good and growth

Opinion • Jean Lin, April 2021

It’s tempting to see 2020 as a year where the world was stuck on pause. Yet in many ways it has been a story of radical transformation. Faced with unprecedented problems, businesses evolve as never before, and open up to new possibilities.

The WARC Guide to Marketing in the COVID-19 recession

Article • WARC Best Practice, May 2020

A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The Future of Strategy 2020

Article • WARC Exclusive, July 2020

Analysing the results of a global WARC survey of senior strategists, the Future of Strategy report provides both quantitative and qualitative data with a focus on the disruption of COVID-19.
The effectiveness code

Article • 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.
What we know about brand purpose

Article • 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.
Navigating COVID-19: Survival, adaptation and recovery

Article • Les Binet, WARC Exclusive, May 2020

The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.