Cultural insight

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Article • WARC Best Practice, April 2019

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

What we know about bricolage and semiotics

Article • WARC Best Practice, December 2018

Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.

Big semiotics: Beyond signs and symbols

Article • Rachel Lawes, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 252-265

This article is for marketers who use semiotics. It argues that semiotic analysis is not complete until signs and symbols are meaningfully connected to society, culture, and ideology.

Intel: She Will Connect

Case Study • SABRE Awards, Africa, Western Africa, Gold, 2019

Intel, a technology company, launched a Facebook advertising campaign in Africa that encouraged women to follow its She Will Connect programme, aimed at equipping women with tech skills.

How to discover emerging food trends with social media data

Article • Anna Hamill, Event Reports, MRS FMCG Research Summit, May 2019

Marketers can use a wealth of unbiased data such as social media and search to determine the next big food trend and capitalise on it.

Ab InBev Africa: Carling Black Label - Soccer Song for Change

Case Study • SABRE Awards, Africa, Cause-Related Marketing, Gold, 2019

Carling Black Label, a beer brand, raised awareness of the correlation between a football team losing and the increased violence against women in South Africa by replacing its branding with #NoExcuse and changing the lyrics of a popular song.

Safaricom plc: Chapa Dimba Na Safaricom

Case Study • SABRE Awards, Africa, Consumer Marketing (New Product), Gold, 2019

The Chapa Dimba Na Safaricom Football Tournament, a national football tournament, increased awareness across Kenya by launching a series of press releases and feature stories, in addition to offering a trip to London as the grand prize.

Sage: Sage rAInbow Campaign 2018

Case Study • SABRE Awards, Africa, Media Relations, Gold, 2019

Sage South Africa, a software company, raised awareness of domestic violence in South Africa by hosting a breakfast event for media houses, and generating public awareness through social outputs.

BWL Agency: Homecoming

Case Study • SABRE Awards, Africa, Media, Arts, and Entertainment, Gold, 2019

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

Philips: #ShaveToRemember

Case Study • SABRE Awards, Africa, Digital Campaign, Gold, 2019

Philips, an electronics company, launched a mobile barbershop in partnership with the Nelson Mandela Foundation to give the famous Nelson Mandela line haircut to people in Johannesburg, symbolising Mandela's values in a divided world.

Siemens: Fabric

Case Study • SABRE Awards, Africa, Best in Show, Platinum, 2019

Siemens, an automation company, used data from Lagos, Nairobi and Johannesburg to create unique fabrics for a truly African fashion collection that shows the power of data-connected cities.

Illovo Sugar Africa: Perception Audit

Case Study • SABRE Awards, Africa, Food & Beverage, Gold, 2019

Illovo Sugar, a sugar producer, undertook a stakeholder audit in six African markets to assess the brands' reputation.

Clustering halal food consumers: A Twitter sentiment analysis

Research Paper • Mohamed M. Mostafa, International Journal of Market Research, Vol. 61, No. 3, 2019, pp. 320-337

The exponential growth of user-generated social media content raises the possibility of using opinion mining techniques in tracking and monitoring consumers' preferences.

MultiChoice Kenya: MultiChoice Talent Factory

Case Study • SABRE Awards, Africa, Corporate Social Responsibility, Gold, 2019

Multichoice Kenya, an entertainment company, launched a series of events and press releases to increase awareness of its Multichoice Talent Factory (MTF), which aims to increase production of local film content in Africa and improve employment rates.

Brands can own the British BBQ space

News • 16 May 2019

No brand as yet owns the barbecue space in the UK, and it’s ripe for the taking, a new study suggests.

Mondelēz sees snacking opportunities in Asia

News • 14 May 2019

Mondelēz, the global snacking business, sees significant snacking opportunities in fast-growing Asian markets, where it is shifting its focus towards local tastes and needs, a top executive has said.

Three food trends to note in Asia

News • 10 May 2019

Food safety, sustainability and local tastes are three consumer trends defining Asia’s food category in 2019 – but safety has to be the starting point, according to a leading industry observer.

What we know about marketing to Generation X

Article • WARC Best Practice, May 2019

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Anheuser-Busch: Raising the Bar – A Stock Imagery Refresh

Case Study • SABRE Awards, North America, Beverage, Gold, 2019

Anheuser-Busch, a brewing company, promoted social good platform, Elevate, by launching a free repository of high-quality beer imagery in the US.

Evolve or die: Mondelēz gears itself for the future of snacking

Article • Low Lai Chow, Event Reports, FIA Food for Future Summit, April 2019

Mondelez, the global confectionary giant, is banking on healthy options, local flavours and e-commerce as the future of the category in APAC.

McDonald's: Big Mac 50th Anniversary

Case Study • SABRE Awards, North America, Consumer Marketing, Gold, 2019

McDonald’s, a fast food restaurant chain, celebrated the 50th anniversary of its Big Mac burger by launching coins that equaled to one Big Mac burger.

Pure Earth: Educating About the Impact of Disease-Causing Pollution

Case Study • SABRE Awards, North America, PR Agency Citizenship, Silver, 2019

Pure Earth, the nonprofit for global toxic pollution cleanup, drew attention to the issue of disease-causing pollution to educate people worldwide about the ways in which it can be managed.

The Hershey Company: The Oh Henry! 4:25 Bar Launch

Case Study • SABRE Awards, North America, Canadian Campaign, Gold, 2019

Oh Henry!, a chocolate bar brand, leveraged the legalization of cannabis in Canada to increase its share by 8%.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

Robert F. Kennedy Human Rights Foundation: Mass Bail Out

Case Study • SABRE Awards, North America, Public Affairs, Gold, 2019

Robert F. Kennedy Human Rights, a nonprofit organisation, shone a light on the injustice of New York's bail system by releasing women and children from Rikers Island in the US.

What we know about cultural insight

Article • WARC Best Practice, April 2019

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.
Mars Wrigley finds new insights for marketing on big occasions

Article • Mary Connors, Event Reports, Shopper Insights & Retail Activation Conference, June 2018

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Carat's top 10 trends for 2018

Article • Dan Calladine, WARC Exclusive, January 2018

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.
The Future 100: Trends and change to watch in 2018

Article • J. Walter Thompson Intelligence, Research on WARC, December 2017

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
The Evolution of Marketing

Research Paper • Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999

This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.