Advertising best practice, evidence and insights

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.

The convergence of brand purpose and data ethics

Article • Rachael Smith, WARC Best Practice, December 2018

Outlines the six ways to effectively blend brand purpose and data ethics.

Success in rural India requires understanding and a relentless pursuit

Article • Sandip Bansal, WARC Exclusive, December 2019

Looks at how marketers need to take a more strategic, sustained and an inclusive approach to convert rural consumers to brand fans in India.

Brands must address ‘digital dilemma’ while taking a stand on social issues in 2020

News • 05 December 2019

More brands will be taking a stand on social issues in 2020 in response to consumer expectations, according to a new trend report by Kantar. Nike for example, is continuing to take a stand for women in Asia by picking high jump record holder ...

Consumers are punishing brands for their environmental track record

News • 03 December 2019

People are increasingly concerned about the environment, with a majority of UK consumers claiming to reject brands whose environmental reputation falls short of their expectations.

A new era for Pride and LGBT+ marketing

Article • Asad Dhunna, Admap, December 2019

Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.

How Weltmeister Automobile navigated three brand-building dilemmas in China

Article • Low Lai Chow, Event Reports, Spikes Asia, September 2019

FCB Greater China’s Steve Xue and Weltmeister Automobile’s Michael Shi talk about the roadblocks and lessons learnt in the brand’s growth journey at Spikes Asia.

What Unilever and Domino’s Pizza learnt about sticky content in Indonesia

Article • Low Lai Chow, Event Reports, FUTR Asia Summit, October 2019

Unilever and Domino’s Pizza share some lessons in adapting a global playbook to local rules in a market like Indonesia, during the FUTR Asia Summit in Singapore.

#ShowUs for Dove

Case Study • MRS Awards, Finalist, MRS Award for International Research, 2019

Dove, a personal care brand owned by Unilever, launched Project #ShowUs in the UK, a free-to-access database of over 5000 images, offering an inclusive vision of beauty to media and advertisers which was informed by collected data.

Trends from the Marketer's Toolkit 2020

Article • David Tiltman, WARC Webinars, November 2019

David Tiltman, VP of content at WARC, looks at what senior marketers are most excited about and worried by in the year ahead.

Clorox uses brand purpose to engage consumers in Latin America

News • 26 November 2019

The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America.

Taking a global brand local in Asia: Samsung’s Head of Corporate Marketing SEA, Olivier Bockenmeyer

Opinion • Gabey Goh, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Marketer's Toolkit 2020: Data Report

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 Data Report adopts the STEIP methodology to cover five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy.

Capitalising on sustainability in Asia’s mobile era: Expedia’s Global Head of Mobile Marketing and App Ecosystems, Gabriel Garcia

Opinion • Gabey Goh, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer’s Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.

Marketer's Toolkit 2020: The Greta Effect (Society)

Article • WARC Trends, November 2019

Part of WARC's Marketer’s Toolkit 2020, this chapter offers a deep dive into social and consumers trends that brands are prioritising in 2020.

The future of Big Food marketing: General Mills' CMO Ivan Pollard

Opinion • Anna Hamill, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Retail experience and evolving media investment: Petco’s CMO Tariq Hassan

Opinion • Cathy Taylor, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Why traditional media still matters: Birds Eye Marketing Director, Steve Challouma

Opinion • Anna Hamill, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Turning brand purpose into activism: P&G’s Chief Brand Officer, Marc Pritchard

Opinion • Geoffrey Precourt, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Dove drives change in beauty ads with 'Project #ShowUs'

News • 21 November 2019

Dove, the beauty brand owned by Unilever, successfully extended its “Campaign for Real Beauty” directly into the media and advertising space through creating a library of stock images that is truly representative of all women.

Brand purpose is different in China

News • 20 November 2019

Business professionals in China are keenly aware of the growing importance of brand purpose to consumers, but new research suggests a majority don’t clearly understand the concept.

Dove’s “Project #ShowUs” drives change in beauty depictions across ads and media

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019

Dove, the beauty line, used its “Project #ShowUs” campaign to provide stock images that embrace female beauty in all its forms.

Why brand 'perspective' matters

News • 19 November 2019

Brands may benefit from understanding the difference between having a clear “perspective” versus focusing on a given purpose in their marketing.

Foodbank Western Australia: Hungry Puffs

Case Study • Hannah Muirhead, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019

Hunger charity Foodbank Western Australia created a new cereal brand, consisting of an empty box, to raise awareness and funds in the run-up to Christmas in Western Australia.

Mission & purpose