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The WARC Guide to conscious media investment


The full deep-dive deck into conscious media investment is exclusively available to WARC subscribers.

This WARC Guide provides a summary of new thinking and best practice on conscious media investment, including:

  • How to be a responsible advertiser
  • How conscious media supports diversity and inclusion
  • Leveraging trusted marketplaces
  • Investors demanding more action

WARC Talks

How conscious media investment supports diversity and inclusion

Jerry Daykin, EMEA Senior Media Director at GSK, Isabel Massey, Global Media Director at Diageo and Pia Oberoi, Senior Advisor on Migration and Human Rights for the United Nations, look at how media investment decisions have real world impact and how advertisers can change the narrative by investing in quality journalism.

Jerry Daykin, Pia Oberoi and Isabelle Massey
Wednesday 29th September, 10am GMT

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Contributing articles

Free article

Conscious media investment: The moral and commercial imperative

Author Jake Dubbins and Harriet Kingaby
Company The Conscious Advertising Network

Free article

Advertising, but at what cost?

Author Danny Stone
Company Antisemitism Policy Trust

Free article

Advertisers have a critical role to play in demonetising disinformation

Author Clare Melford
Company The Global Disinformation Index

Free article

Hate speech online has real-world consequences

Author Hilary Watson
Company Glitch

Free article

Misleading metrics: How disinformation networks fake audiences

Author Chloe Colliver
Company Institute for Strategic Dialogue

Free article

How conscious advertisers can help make hate unprofitable – and protect high quality journalism

Author Richard Wilson
Company Stop Funding Hate

Free article

Advertisers must ensure their media investment does not support climate disinformation

Author Ivan Cheung
Company European Climate Foundation

Planning for inclusion: A media case for conscious advertising

Authors Christopher Kenna, Chris Ladd, Francesca Leronni and Martin Radford
Companies Brand Advance / Nationwide Building Society / Ebiquity

Telling stories about advertising and human rights

Author Dr Pia Oberoi
Company United Nations Human Rights Office

How big tech, advertisers and regulators must work together to combat climate change denial

Author David Puttnam
Company Atticus Education

Lowering costs and increasing click-throughs: NewsGuard’s IPG partnership proves brands can advertise more efficiently by avoiding misinformation sites – and supporting legitimate news

Author Veena McCoole
Company NewsGuard

How HMD Global combats adversarial narratives by investing in responsible media

Author Ruchira Jaitly
Company HMD Global

Unpacking the tensions in media: Ensuring advertising supports inclusion

Authors Isabel Massey and Jerry Daykin
Companies Diageo / GSK Consumer Healthcare

Can responsible media investing be operationalized?

Authors Krystal Olivieri and Belinda J. Smith
Companies GroupM / m/SIX

Back to the future: How quality media can save advertising

Author Matt Rivitz
Company NOBL

How becoming more diverse, inclusive and responsible is helping The Sun remain relevant

Authors Dominic Carter and Shelley Bishton
Company News UK

How, and why, brands like O2 are making conscious media investment choices

Author Tina Fegent
Company Freelance

How Havas is helping advertisers deliver on their sustainability goals

Author Ben Downing
Company Havas Media Group

Author Q&As

With Belinda Smith, CEO, Americas, M/SIX


With Clare Melford, Co-Founder & Exec Director, The Global Disinformation Index.


With Ruchira Jaitly, Head of Marketing, HMD India.

The WARC Guide playlist

The complete WARC Guide playlist of Q&As with expert authors.