Article
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WARC Best Practice, March 2020
Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.
Article
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Rachael Smith, WARC Best Practice, December 2018
Outlines the six ways to effectively blend brand purpose and data ethics.
Article
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Biprorshee Das, Event Reports, Kantar Webinar, May 2020
PH One Kantar shares how COVID-19 has impacted Filipino consumers’ sentiments and how brands can help.
Article
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WARC Exclusive, May 2020
After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Article
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WARC, CMO Growth Council, ANA and Cannes Lions, WARC Exclusive, May 2020
This report from the CMO Growth Council offers guidance on how marketers can manage the repercussions of the COVID-19 pandemic, and includes advice culled from virtual roundtables and one-on-one interviews with CMOs from Bank of America, Mastercard, CVS Health, General Motors, GSK, PepsiCo and Facebook.
Opinion
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Cathy Taylor, May 2020
The CMO Growth Council – a body featuring some of the industry’s top talent from around the world – has published a new report offering guidance for marketers as they respond to the evolving COVID-19 pandemic.
Article
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Biswapriya Bhattacharjee, WARC Exclusive, May 2020
Kantar’s Biswapriya Bhattacharjee outlines how brands can better engage Micro, Small & Medium Businesses in India as COVID-19 continues to disrupt operations.
Opinion
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Anna Hamill, May 2020
Raja Rajamannar is Chief Marketing and Communications Officer at Mastercard, and a member of the ANA’s Global Leadership Coalition on COVID-19, established in partnership with Cannes Lions and WARC.
Article
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Fiona Blades, WARC Exclusive, May 2020
During COVID-19, consuemrs are looking for reassurance and humanity from their banks.
Article
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Nicolas Jarvis, WARC Exclusive, May 2020
Looks at Australia in the wake of the bushfires and in the midst of Coronavirus and states that crisis management and the ability to manage in times of great pressure has a direct correlation to future commercial success.
Article
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Chris Reitermann, WARC Exclusive, May 2020
Chris Reitermann, Chief Executive, Asia & Greater China, Ogilvy, outlines how brands can recession-proof their brands by working through three phases.
Article
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Les Binet, WARC Exclusive, May 2020
The COVID-19 recession is not just an economic recession – it’s also a humanitarian, social and political crisis – which means that the normal rules of marketing and business may not apply.
Article
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WARC COVID-19 Series, May 2020
A summary of new thinking and best practice on Marketing in the COVID-19 recession, from the WARC Guide.
News
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08 May 2020
The motivations that consumers attribute to a company that runs a cause marketing program can exert an influence on a campaign’s impact, according to a study published in the Journal of Advertising Research (JAR).
Article
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Dr Cristina de Balanzo PhD, WARC COVID-19 Series, May 2020
Dr Cristina de Balanzo, of human understanding agency Walnut Unlimited, offers a psychological assessment of the state of the nation during lockdown.
Opinion
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Matt Resnick, May 2020
The evolution was underway before coronavirus evaporated the world’s remaining patience for empty corporate purpose, argues R/GA's Matt Resnick.
News
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05 May 2020
The COVID-19 pandemic has seen brands attempt to shift emphasis from simply selling a product or service to effecting real-world change, but that’s what many of the most effective campaigns were already doing, according to a new WARC report.
Rankings
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Rankings Articles, May 2020
Analyses the world's top effectiveness campaigns, as ranked by the Effective 100, to uncover shared creative, media and measurement strategies.
Article
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Stephen Whiteside, WARC COVID-19 Series, May 2020
American Express, the credit-card provider, is focusing on “protecting” its customers and brand during the COVID-19 crisis.
Article
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Mobbie Nazir, WARC COVID-19 Series, April 2020
Explores the ways in which coronavirus is changing social media marketing.
Case Study
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Carolina Mejia, Annabelle Butler, Jane Dorsett, WARC Awards, Shortlisted, Effective Social Strategy, 2020
Newspaper El Tiempo persuaded influential female writers to rewrite sexist headlines through a social and owned media campaign to highlight the problem of sexism in Colombia.
Case Study
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Marcelle Santos, Annabelle Butler, Jane Dorsett, WARC Awards, Shortlisted, Effective Social Strategy, 2020
FELGTB, Spain's largest organisation for LGBT+ rights, used guerrilla tactics to raise global awareness of Russia's homophobic laws by sending activists wearing different coloured football shirts to the 2018 FIFA World Cup to recreate the rainbow flag.
Case Study
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Rosanna Irwin, Tamsyn O’Connor, WARC Awards, Shortlisted, Effective Social Strategy, 2020
World Wide Fund for Nature the wildlife conservation charity ran a Black Friday promotion with a twist to drive endangered animal adoptions in the UK.
Article
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Geoffrey Precourt, Event Reports, ARF Virtual Town Hall, March 2020
The Advertising Research Foundation (ARF), the trade body, and Kantar, the research firm, identified several best practices for purpose-driven marketing.
Opinion
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Helen Brain, April 2020
It’s safe to say that 2020 has already been a whirlwind year. We’ve faced the Australian bush fires, widespread flooding in the UK and rising air pollution contributed to deaths globally.
