Advertising best practice, evidence and insights

Article • WARC Best Practice, February 2019

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

How a gender strategy can improve your marketing

Article • 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.

How to market effectively to women

Article • Sue Unerman, WARC Best Practice, June 2017

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

The need for female 'wolf packs' in India's advertising scene

News • 22 July 2019

India’s advertising industry needs more female ‘wolf packs’ to address internal challenges around harassment and inequality, an industry figure maintains, a development that could also produce better marketing communications.

By empowering women, Times of India became the top newspaper in Kolkata

Article • Brooke Hemphill, Event Reports, Mumbrella360, June 2019

Creative agency FCB Ulka chose to empower women in its mission to make client Times of India the top newspaper in Kolkata.

A wolf pack for India’s women in advertising

Article • Anil Thakraney, Event Reports, Zee MELT, May 2019

Gayatri Sriram of FCB Ulka believes that women in Indian advertising need to collaborate and help each other in a nation where patriarchy still rules.

Conference note: Mind the gap – harnessing psychological theory to pension engagement

Article • Lisa Edgar, Nicola Stenberg and Alistair McQueen, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 447-451

This conference note examines how application of academic theory can be practically applied in the financial services sector to increase women’s participation in pension schemes.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

Coca-Cola: Change has a Taste

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft-drink brand Coca-Cola tapped into the relaxation of Saudi Arabia's driving laws to appeal to young women in the country and claw back some market share.

Puck: Save The Cows

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Food brand Puck's Blue Jar Cheese used a gamification strategy delivered through Snapchat to appeal to kids and mums and fight off other breakfast alternatives in Saudi Arabia and the United Arab Emirates.

Aussie advertisers neglect 'Defiant Women'

News • 08 July 2019

Some 2.4 million older women in Australia are being ignored and misunderstood by brands, according to a study by Bauer Media.

Why brands are struggling to engage with women aged over 50

Article • Brooke Hemphill, Event Reports, Mumbrella360, June 2019

A study by Bauer Media Australia found "Defiant Women" aged between 50 and 64 are being ignored and misunderstood by brands.

There will be Blood: Brand Activism gets Messily Effective

Article • WARC Exclusive, WARC at Cannes Lions 2019

In this talk hosted by WARC at Cannes Lions 2019, several speakers discussed the challenges and impact of investing in a meaningful strategy at scale.

New partnerships fuel P&G’s efforts to transform advertising

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2019

Procter & Gamble, the consumer goods giant, is using a new breed of partnerships to help it transform advertising in compelling ways.

I can wear pink AND play football

News • 20 June 2019

Gen Alpha girls have a post-stereotype mindset, according to new research into under-10s which claims that this age group is one that judges people by who they are, not what they are.

Babyshop: Al Umobuwah – Putting "Mum" Into "Parenthood"