Advertising best practice, evidence and insights

Article • WARC Best Practice, February 2020

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.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

Ahmini: The Uncovered

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Shortlisted, 2020

Telco provider Tunisie Telecom harnessed the power of mobile to help bring about social change in Tunisia.

Puck: Repurposed Meals

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2020

Puck drove brand engagement and share to increase with a social content series during Ramadan across the Gulf countries.

Babyshop: The Gift of Mom

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2020

Children's retailer Babyshop increased brand affinity through a multi-channel Mother's Day initiative centred around breast cancer in the United Arab Emirates.

Endeavor’s Bozoma Saint John seeks to make sure Black voices are heard in new places

Article • Geoffrey Precourt, Event Reports, Lions Live, June 2020

Bozoma Saint John, the CMO of Endeavor, has invaluable advice for marketers that are seeking to advance the cause of racial equality.

How P&G’s SeeMe is reaching women over 50

News • 17 June 2020

SeeMe, a direct-to-consumer beauty line targeted at women over 50 years old that is made by Procter & Gamble, is tapping nuanced insights to ensure it fully matches the self-perception of its target audience.

Why ‘Gamer Moms’ are an untapped audience for advertisers

Article • Alex Brownsell, Event Reports, Mediatel’s The Future of Gaming online conference, May 2020

An Activision Blizzard Media report into mothers’ online gaming behaviour, and how this audience can be reached by brands.

Violence No More: India’s COVID-19 opportunity for anti-domestic violence campaigns

Opinion • Akshaya Vijayalakshmi, June 2020

Lockdown measures in India have sparked a spike in domestic violence cases, and now more than ever is the time to ensure anti-domestic violence campaigns are not just active but effective in how they address the issue.

Effects of nonstereotyped occupational gender role portrayal in advertising: How showing women in male-stereotyped job roles sends positive signals about brands

Article • Karina T. Liljedal, Hanna Berg, and Micael Dahlen, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 179-196

Stereotyped occupational gender-role portrayals still are used frequently in advertising. Despite this, no previous research has examined their effects.

Feminism and advertising: Responses to sexual ads featuring women: How the differential influence of Feminist perspectives can inform targeting strategies

Article • Hojoon Choi, Kyunga Yoo, Tom Reichert, and Temple Northup, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 163-178

Recent studies indicate that U.S. consumers' feminist attitudes can influence positively their evaluations of sexual images of women in advertisements.

Dove: The CROWN Act