Article
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WARC Best Practice, February 2019
Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.
Article
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Amy Fridlund, WARC Best Practice, November 2017
Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.
Article
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Scott Manson, WARC Best Practice, February 2017
This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.
Case Study
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MRS Awards, Winner, MRS Award for Healthcare Research, 2019
The Bill and Melinda Gates Foundation, an American private foundation, helped cast a fresh light on young men in South Africa, demonstrating they are complex, vulnerable individuals in harsh circumstances.
Case Study
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Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.
Case Study
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Will Jellicoe, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Toyota made savvy media choices to increase awareness and drive consideration of its Hilux model in the UK.
Case Study
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Richard Fofana, Owen Garscadden, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Candy bar Oh Henry! reclaimed the number one spot in the candy bar market from rivals Snickers and Mars, and staked a claim to the untapped cannabis-induced 'munchies' space.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.
Case Study
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MMA Smarties, Bronze, X (Global), 2019
Miller Genuine Draft (MGD), a beer brand, increased sales and consumer engagement by launching a campaign that allowed South African consumers to order their packs of beer through a Facebook chatbot and have it delivered in the hour.
Case Study
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MMA Smarties, Gold, North America, 2019
Car manufacturer Cadillac used Autonomous Sensory Meridian Response (ASMR) videos on social media to launch its CT5 model in North America.
News
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31 October 2019
The male beauty market is China is exploding as men embrace products like serums and sunscreen – and even lipstick – they are re-defining the traditional industry playbook for brand creative, product innovation and experience design.
Case Study
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SABRE Awards, LATAM, Geographic, Gold , 2019
The League Against Cancer, an institution that promotes the prevention of cancer, encouraged men in Peru to get checked for penile, prostate and testicular cancer by launching a campaign on Instagram that manipulated its famous love heart reaction.
Case Study
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Account Planning Group - (UK), Gold, 2019
Snickers, the chocolate bar brand by Mars Incorporated, launched its You're Not You campaign to appeal to people aged 13-65 across the globe, without alienating its "young guys base", which resulted in increased sales growth and a bigger global market share.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Senet Group, an independent, industry-funded body set up to promote responsible gambling standards, increased awareness of the slogan "When the fun stops, stop" to help gamblers put deeper consideration into their behaviour.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Viagra, a medication used to treat erectile dysfunction, promoted its product to help suffering men in the UK through a TV ad that sensitively showed the craving of feeling, compared to the usual aggressive ad techniques.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Time to Change, a mental health campaign in England, targeted football fanatical, beer-swilling, tabloid-reading 25 to 44-year-old men so they would be better equipped to recognise mental health problems in their friends.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Think!, the UK government's designated road safety campaign, launched a campaign to reach a disproportionately vulnerable audience, young male drivers aged 17-23 in a push to combat recklessness and save lives.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Gillette, the shaving brand, used strategic thinking to create a new product, Gillette TREO, for a category with a previously unserved audience in the US.
News
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04 October 2019
Facebook’s reputation as the go-to, most important mobile app has witnessed a marked decline in the US, the UK and five north European markets over the past couple of years, according to new research.
News
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25 September 2019
Only one in ten Britons thinks the ads they see are genuinely representative of people across the country, while a third believe ads set unrealistic expectations, according to a new report.
Case Study
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SABRE Awards, Asia-Pacific, Community Relations, Gold, 2019
Castrol, a brand of industrial and automotive lubricants, connected with Indian truck drivers by drawing comparisons between the health of the truck and the driver which led to the brand beating category growth.
Case Study
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Mochammad Iqbal, WARC Prize for Asian Strategy, Entrant, 2019
Unilever tapped into World Cup fever with a contextual content campaign aimed at male football fans to increase sales of its grooming products in Malaysia.
Case Study
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Toni Tiu, Earl Javier, Jessa Bartolabac, WARC Prize for Asian Strategy, Entrant, 2019
Dove targeted Filipino men with an experiential billboard to drive awareness of hair loss, generate talkability and boost sales of its Dove Men+Care range of hair products.
Case Study
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Aaron Zhang, WARC Prize for Asian Strategy, Entrant, 2019
Mars-owned chocolate brand, Dove, identified an opportunity to position itself as the 'ambassador of love' in China through a media-first strategy that would position Dove as the ultimate romantic brand.
Case Study
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Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Prize for Asian Strategy, Entrant, 2019
Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.
