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Unsafe, unheard, unvalued: A state of inequity

Article • Research on WARC, April 2021

Report from Hue, in partnership with The Harris Poll, examining the lack of progress on diversity, equity and inclusion in corporate America based on input from 2,250 professionals.

Black and Abroad’s creative risk pays off

Article • Anna Hamill, WARC Exclusive, April 2021

By taking a huge creative risk in re-framing a racist slur to be a positive statement of intent, travel company Black & Abroad took its marketing to the next level.

Buying ads with under-represented publishers – at scale – lets marketers vote their values

Article • Samantha Skey, WARC Exclusive, Spotlight US, March 2021

Discusses how 2020 has offered opportunity for brands to support smaller and more diverse publishers.

Why it’s important to approach data without biased assumptions

Article • Jason Mander, WARC Exclusive, March 2021

To stay resilient and competitive, businesses need to understand their audiences, using psychographic and behavioral data that gives them the power to understand not only the ‘what’, but also the ‘why’; that, in turn, allows them to build flexible, adaptable responses to constantly changing situations.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Tampax Partnered With Amy Schumer To Turn Question Marks Into Periods

Case Study • SABRE Awards, IN2, North America, Best in Brand Narratives, 2021

Tampax, a brand of tampons, launched its humour-led campaign #TimeToTampax to encourage conversation around the taboo topic of menstruation in the USA.

E Pluribus Unum: Divided by Design – Findings from the American South

Case Study • SABRE Awards, IN2, North America, Best in Broadcast Media, 2021

E Pluribus Unum, a non-profit initiative, promoted its report with learnings on what can bring South America together by launching an interactive website with rich multimedia components.

GiveDirectly: Project 100

Case Study • SABRE Awards, IN2, North America, Best in Social Good, Public Service and Activism, 2021

GiveDirectly, a non-profit organisation, launched Project 100 in the USA to raise $100m within 100 days to support vulnerable families hit badly by COVID-19.

Good Humor: A New Jingle for a New Era

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Good Humor, an ice cream brand, took a stand during the Black Lives Matter movement by partnering with rapper and composer The RZA to recreate a classic ice cream truck song which previously featured racist and offensive lyrics.

Ogden's Own: Relief for Utah’s Service Industry and Sanitization for the Navajo Nation

Case Study • SABRE Awards, IN2, North America, Best in Digital/Print Media, 2021

Ogden's Own, a distillery in Utah, supported its local community during the COVID-19 pandemic by donating its March and April profits to the local Utah food and beverage community and giving away gift cards to the distillery.

Podcast listeners more diverse than US population

Data • Rob Clapp, WARC Data Points, February 2021

An overview of podcast audiences and their response to advertising in the United States.

Procter & Gamble: Rejoice Teman Perjalanan Hijrahmu

Case Study • MMA Smarties, Bronze, Indonesia, 2020

Rejoice, a shampoo brand owned by P&G, targeted hijab-wearing women in Indonesia with its hijab shampoo and positioned itself as a brand that understands their daily struggles.

Polarization in the US is fueling a new wave of reliable, authentic influencers

Article • Shawn Francis, WARC Exclusive, Spotlight US, January 2021

Influencers have pivoted to thrive in the polarized United States.

It’s not just political: The cross-currents buffeting US consumers

Article • Victoria Sakal, WARC Exclusive, Spotlight US, January 2021

While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.

63% of British Muslims feel supermarkets use outdated activations

Data • Rob Clapp, WARC Data Points, January 2021

An overview of how Muslim consumers in the UK feel about supermarket aisles and activations.

What we know about targeting Muslim consumers in South-East Asia

Article • WARC Best Practice, January 2021

Summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

Brands and media are failing Black women

News • 17 December 2020

Marketers and media need to earn the trust of Black women because, compared to women of other races/ethnicities, they are the least likely to consider that initiatives from brands and media will play a key role in advancing women’s equality, a study

Perceptions of progress: The state of women’s equality in the US – Advancing equality for Black, Hispanic and Latinx women

Article • Dentsu and SeeHer, Research on WARC, December 2020

Report from Dentsu and SeeHer on gender equality, focusing on Black, Hispanic and Latinx women.

Cricket Wireless: A Reason To Smile

Case Study • Jason Jahn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Cricket Wireless, the telecommunications carrier, partnered a popular Spanish-language TV show to raise awareness amongst the important Hispanic audience in the US.

Gushers: #blackvoicescreate

Case Study • Michael Soroosh, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Fruit snack brand Gushers ran a social media campaign in the United States to empower young Black creators on TikTok, drive donations for the NAACP, and ensure Black voices were heard on social media despite biased algorithms.

Cerveza Victoria: Mother's Day

Case Study • MMA Smarties, Bronze, North America, 2020

Cerveza Victoria, a beer brand, built brand engagement by enabling consumers to delight their mothers on Mother's Day while social distancing in the USA.

Univision: El Dragón

Case Study • MMA Smarties, Bronze, North America, 2020

Univision, a Spanish-language TV network in the USA, released a new telenovela El Dragón, which mixed Mexican and Japanese culture in a thriller crime drama, and launched a gamified ad campaign to target a new audience.

U by Kotex: Black Community PMP

Case Study • MMA Smarties, Bronze, North America, 2020

U by Kotex, a feminine hygiene brand, created a specifically designed Black Community Private Marketplace (PMP) to support the Black community in the USA.

Bank of America: 1 Billion Dollar Initiative for Racial Equality and Economic Mobility

Case Study • MMA Smarties, Gold, North America, 2020

Bank of America, a financial services brand, launched an initiative to advance racial equality in the US by creating a new anchor page on its website that showed site visitors what projects were happening in their local area.

Sparkling Ice Uses Tapjoy Video-to-Playable Ads to Boost Brand Awareness

Case Study • MMA Smarties, Silver, X (Global), 2020

Sparkling Ice, a flavoured sparkling water brand, overtook its main competitor in the USA with its gamified mobile campaign.

The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.
Why McDonald’s is listening differently

Article • Brian Carruthers, Event Reports, DMEXCO @home, September 2020

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.
How Constellation Brands – the owner of Corona beer – is tackling COVID-19

Article • Stephen Whiteside, WARC Exclusive, April 2020

Constellation Brands, the alcoholic-drinks manufacturer, is adapting in various ways to the challenges presented by Coronavirus.
Procter & Gamble steps up to tackle systemic racism with marketing action

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is using the power of marketing to help tackle the systemic racism faced by the Black community in the United States.
Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
How Ford found an audience of female African-American pick-up truck enthusiasts

Article • Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2019

Ford, the auto marque, has identified a valuable opportunity in connecting with Black women, who are helping fuel growth for the company.