Mission & purpose

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Multidimensional green brand equity: A cross-cultural scale development and validation study

Research Paper • Muhammad Ishtiaq Ishaq, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 560-575

A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences.

Attribution and attributional processes of organizations’ environmental messages

Research Paper • Sumin Shin and Eyun-Jung Ki, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 576-596

This experimental study, guided by attribution theory, investigated the impact of the substantiation and specificity of organizations' environmental messages on perceived communication motivation and how this perception prompts audiences' affective and cognitive responses.

What we know about activist campaigns

Article • WARC Best Practice, September 2021

Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.

What we know about sustainability marketing

Article • WARC Best Practice, September 2021

Looks at the attitudes of consumers towards the topic of sustainability and discusses actions that brands can take to cater to the increasingly environmentally conscious consumer.

Degree: Degree inclusive

Case Study • Jay Chiat Awards, Silver, Product/Service Creation Strategy, 2021

Degree, a deodorant brand, introduced the world's first inclusive deodorant for people with upper limb disabilities and visual impairment in the US.

Pepsi: #PepsiSaveOurRestaurants

Case Study • Shubhrojyoti Roy, Saumya Rathor, Tarun Bhagat, WARC Awards for Asian Strategy, Shortlisted, 2021

Pepsi, a soft drink brand, launched a campaign in India to help jobless restaurant workers during the Covid-19 pandemic.

Dove: Stop the beauty test

Case Study • Abigail Dias, Tanvi Mishra, WARC Awards for Asian Strategy, Shortlisted, 2021

Personal care brand Dove targeted women in India with a purpose-driven multi-media campaign to influence the discourse on beauty and self-esteem while also boosting brand love and purchase consideration.

Gillette: Barber Suraksha Programme

Case Study • Arun Raman, Lavanya M N, WARC Awards for Asian Strategy, Shortlisted, 2021

Grooming brand Gillette devised a supportive engagement initiative that would make a real difference to India's barbers, convert them into allies of the brand and boost share in a previously hard-to-reach segment.

Why brands must bridge the honesty gap

Article • Erminia Blackden and Henning Walbaum, WARC Best Practice, September 2021

Brands must be careful not to fall into the ‘honesty gap’ – where there’s a gap between what a company says and what it actually does.

Behind the Winning Idea: Unforgettable Bag

Article • Fergus O'Carroll, Azliza Azmel and Graham Drew, WARC Exclusive, September 2021

This episode of Behind the Winning Idea explores the strategy, execution and outcome of Tesco: Unforgettable Bag, winner of the Customer Experience Grand Prix in the 2021 WARC Awards for Effectiveness.

Behind the winning idea: 'Skip the Rinse'

Article • Kelsey Steele and Umar Khan, WARC Exclusive, August 2021

This podcast explores behind the winning idea 'Skip the Rinse', winner of Grand Prix for Brand Purpose in this year's WARC Awards for Effectiveness.

Research Paper • Wilson Ndasi, Elvira Bolat, and Gelareh Roushan, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 289-302

Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements.

Can responsible media investing be operationalized?

Article • Krystal Olivieri and Belinda J. Smith, WARC Exclusive, September 2021

GroupM is building solutions that guide and refine the decision-making process across its Responsible Investment Framework which focuses on five areas – Brand Safety, Data Ethics, DE&I, Responsible Journalism and Sustainability.

The WARC Guide to conscious media investment

Article • WARC Best Practice, September 2021

A summary of new thinking and best practice on conscious media investment.

How Havas is helping advertisers deliver on their sustainability goals

Article • Ben Downing, WARC Exclusive, September 2021

Over the last 18 months Havas has overhauled its programmatic practice and drove the expansion of its Meaningful Marketplace approach to deliver a Sustainable Marketplace enabling advertisers to invest in media partners making commitments on climate action.

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

Article • David Puttnam, WARC Exclusive, September 2021

David Puttnam, Chair of the House of Lords Select Committee on Democracy and Digital Technologies, and a former advertising executive, argues that the unchecked power of digital platforms is fueling climate disinformation, and that more regulation is needed.

Advertisers must ensure their media investment does not support climate disinformation

Opinion • Ivan Cheung, September 2021

As climate change is on the corporate, political and social agenda more than ever before, climate change denialism is also rising. Ivan Cheung, digital marketing consultant, urges brands to demand more from the platforms where disinformation is rife.

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

Article • Dominic Carter and Shelley Bishton, WARC Exclusive, September 2021

The Sun, part of News UK, is becoming a more diverse and inclusive newsbrand, as the media organisation drives to become more representative of the UK’s population, ensuring it is relevant to today’s advertisers and consumers.

Volvo: Sustainability story