Mission & purpose

Latest
Most Read

1,829 results found

Sort By

Cracking the CODE in Pharma: A framework for more effective Healthcare marcomms

Article • WARC Exclusive, December 2021

This report, developed in association with Accenture Interactive, is an analysis of successful Pharma and Healthcare campaigns from 2010 – 2021 using WARC’s case study database.

The role of artificial intelligence and machine learning in food marketing

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

Kellogg Company’s Sanjib Bose tells FUTR Asia 2021 how artificial intelligence (AI) and machine learning (ML) can help the food industry grow and become more future-ready.

Is native advertising effective for corporate social responsibility messaging? How advertising recognition affects consumer responses to proactive versus reactive CSR

Research Paper • Linwan Wu and Holly Overton, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 382-396

This study investigates how advertising recognition influences consumer responses to a native advertisement about proactive or reactive corporate social responsibility (CSR).

Banana republic: Farming and diversity in the Ecoganic world

Article • Jenn Chin, WARC Exclusive, November 2021

Dianne and Frank Sciacca, the co-founders and owners of Ecoganic Bananas, have revolutionised the banana industry with their ecoganic farming methods but it has not been an easy journey.

Reimagining the possibilities of a future grounded on purpose

Article • Prakash Kamdar and Carol Wee, WARC Exclusive, November 2021

Prakash Kamdar and Carol Wee of dentsu Singapore relate how the marketing communications company started its journey towards being a purpose-led business by ensuring it has a fundamental appreciation of the virtuous cycle of good and growth.

How to put purpose into practice effectively

Article • Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, November 2021

Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi examine three examples of businesses that have put purpose into practice effectively with their meaningful challenge purpose, ecosystem focus and holistic performance.

The principles of purpose in APAC

Article • Rohan Lightfoot and Anita Munro, WARC Exclusive, November 2021

Using the examples of three multinational companies, Mindshare Asia Pacific’s Rohan Lightfoot and Anita Munro explore the variety of routes to profitability through the lens of good growth.

SimplyGood: Simply spreading sustainable living from home to world

Article • Mukta Lad, WARC Exclusive, November 2021

SimplyGood is a startup offering eco-friendly household cleaning products and its founder and CEO, Jeremy Lee, tells WARC how he aims to do good by reducing single-use plastic and carbon pollution – starting from the home.

Sustainability: How advertising can cut its emissions

Article • Sam Peña-Taylor, Event Reports, Ad Net Zero Global Summit, November 2021

Sustainability can be achieved, but brands and agencies need to start measuring how much carbon they and their suppliers are emitting and put structures in place to bake it into the culture.

Branding and sustainability best practice: The basics

Article • Nick Liddell and Fiona Bennie, WARC Best Practice, November 2021

This article shares best practice advice for brands on how to approach sustainability.

As sustainability goes mainstream, consumers smell greenwashing

Article • Sam Peña-Taylor, Event Reports, Ad Net Zero Global Summit, November 2021

People are rightly sceptical of claims to sustainability when a topic is popular.

Reverso: DeepTruth: we use lies to tell the truth

Case Study • WARC Cases, November 2021

Reverso, a company specialising in AI-based language tools, launched a deepfake video featuring Argentinian politicians to show the importance of spotting fake news online, especially with the upcoming general election in Argentina.

Tesco: Little helps day

Case Study • Gregory Newman, Katy Harkness, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Tesco, the supermarket, improved its reputation among consumers and delivered profit growth with its one-day Little Helps Day radio campaign in Britain.

CMOs: Stop obsessing about where you say it

Article • Ken Roberts and Darren Stein, WARC Exclusive, November 2021

Message ultimately beats media and Forethought’s Ken Roberts and Darren Stein discuss how great creative should start with a foundation of marketing science.

adidas: Beyond the surface

Case Study • Adrian Mutescu, Anna Sadykova, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Sportswear brand, Adidas, changed the conversation about inclusivity in water with its Beyond the Surface campaign promoting inclusive swimwear for women in MENA.

Bancolombia: When reputation is used to transform - The power of centennials

Case Study • WARC Cases, November 2021

Bancolombia, a financial services company, created a connection between its brand and sustainability in Latin America by launching an online film series that showed its CEOs meeting with young centennials to discuss the topic.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

Farfetch marketing spend reaches a new high

Data • Cinzia Petio, WARC Data Points (Curated), November 2021

An overview of Farfetch's marketing spend.

Gaming holds the key to purpose, engagement and new APAC audiences: Unilever

Article • Josie Tutty, Event Reports, Gaming Matters, October 2021

Presenting at Gaming Matters 2021, Unilever’s David Porter shared during the conference the consumer goods giant’s foray into the world of gaming marketing and its resulting experiences.

Sustainability: Lessons from Ørsted’s transformation from fossil fuels to renewables

Article • Sam Peña-Taylor, Event Reports, Ad Net Zero Global Summit, November 2021

Danish energy giant Ørsted, formerly DONG Energy, transformed itself from a builder and operator of coal-fired power stations to a renewable energy business, using its weight to stimulate a young market and adapting its brand to its new mission.

Brand building at the speed of culture: The role of online video in Asia

Article • WARC Exclusive, November 2021

This study from WARC, in partnership with YouTube, looks at how brands in the APAC region have been keeping pace with shifting cultural trends and consumer behaviours to reach engaged customers with online video by uncovering common themes among winning YouTube Works campaigns.

Beyond “Sustainability”: How to Engage Non-Activists in the Climate Challenge

Article • Ally Kingston and Louise McLaren , WARC Best Practice, November 2021

New research unlocks fresh insights into 42% of the UK population – moderate citizens whose voices aren’t typically part of online climate dialogue and who aren’t necessarily being actively considered by brands and by the advertising industry.

Marketing trends for 2022: Automotive and ‘green’ mobility

Article • Adam Fulford, WARC Exclusive, November 2021

Sustainability-minded transport options such as electric cars are moving beyond early adopter audiences to early majority adoption, indicating acceptance and future demand from a far broader mainstream audience in 2022.

PepsiCo on pep+, progress and perfection

Article • Brian Carruthers, Event Reports, Ad Net Zero Global Summit, November 2021

PepsiCo recently introduced pep+, an end-to-end transformation programme with sustainability at its heart, and organised around three pillars.

Five macro-shifts to address sustainability

Article • Brian Carruthers, Event Reports, Ad Net Zero Global Summit, November 2021

Research by McCann Worldgroup Truth Central has identified five ‘macro-shifts’ the agency believes can help chart a path towards greater sustainability.

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 Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
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.
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.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about brand purpose

Article • WARC Best Practice, May 2021

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.