Cathy Taylor, WARC’s US Commissioning Editor, introduces the latest installment in WARC’s Spotlight US series, which offers insight into US consumer behavior during an uncertain year shaped by COVID-19 and economic challenges.
Article
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David Ward, ANA, ANA Magazine, April 2021
The 2020 political advertising cycle was as turbulent as the election cycle itself, including the decision by Facebook, Google and Twitter to ban some or all political ads during key pre- and post-election stretches.
In January, the focus of WARC’s Spotlight US was “Marketing in a polarized nation,” which examined the issues dividing the country – and what brands should do about them. WARC's US Commissioning Editor Cathy Taylor writes that three months into the presidency of Joe Biden, the US, and brands, are not getting a reprieve.
Article
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Chiara Manco, WARC Exclusive, April, 2021
The Biden–Harris Campaign dispelled fear and confusion surrounding new methods of voting for the 2020 US presidential election through an edutainment campaign rooted in empathy.
Article
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Ajeeta Bharadwaj , WARC Exclusive, Spotlight India, February 2021
Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.
US consumers entered the end of 2020 with concerns about the pandemic and the political environment, but, in December, vaccines and new leadership gave a sense of anticipation about 2021.
No matter their political affiliation, US voters voted for the same thing: stability over disruption, whether that was a continuation of the Trump Administration or a return to governing norms.
As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.
Navigating the polarized political landscape in the US is no easy feat, but WARC's Cathy Taylor offers some key themes in her introduction to a deep dive on how brands can meet these challenges.
Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.
It is now generally in vogue to agree that much of the polling in the US general election was ‘wrong’, but Conquest’s David Penn asks what we mean by wrong: the results or our ability to understand them?
Article
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Maureen McLaughlin, ANA, ANA Magazine, October 2020
At the outset of the COVID-19 pandemic, brands and organisations in the USA were quick to provide aid: Nestlé donated to Meals on Wheels America, adidas donated to the COVID-19 Solidarity Response Fund and MAC Cosmetics donated to high-risk communities.
Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.
Research Paper
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Tanja Kunz, Camille Landesvatter, and Tobias Gummer, Int. Journal of Market Research, Vol. 62, No. 4, 2020, pp. 396-408
Paradata are a valuable source of information to better understand the response process and to determine how the data collection processes can be improved.
Opinion
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Drew Train and Davianne Harris, July 2020
Corporate activism doesn't always have to mean taking sides. Supporting voting rights and voter registration is an HR issue as much a branding opportunity, argue Drew Train and Davianne Harris.
As a key US election year ramps up, candidates are putting out more and more sophisticated advertising than ever before, but new research indicates how neuromarketing techniques can optimise ads for a political audience.
Article
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Ajeeta Bharadwaj , WARC Exclusive, Spotlight India, February 2021
Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.
Explores the historical link between political research and opinion polling and suggests alternatives to the latter, which should however be approached with caution.
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