Mission & purpose

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Marketing’s green challenge

Opinion • Bex Fisher, January 2022

The world is changing thanks to climate change and marketing has to play its part, Bex Fisher, Consultant at The Observatory International, explains.

Innovating towards a sustainable future with circular retail, Right to Repair legislation and cellular agriculture

Opinion • Bethan Ryder, January 2022

Bethan Ryder, Executive Editorial Director at WGSN, l ooks at the deep and growing mistrust in institutions and governments to implement the right policies to save the planet, which presents both risk and opportunity.

New consumer behaviours having greatest impact on 2022 marketing strategy

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of the themes that are having a significant impact on marketing strategies in 2022.

2021 ANA Study on LGBTQ+ Marketing Inclusion

Article • ANA, Research on WARC, December 2021

Survey conducted by the Association of National Advertisers (ANA) of marketers, assessing portrayals of the LGBTQ+ community in advertising over the past twelve months.

The future home: Aspects of domestic sustainability's future

Article • Euromonitor Strategy Briefings, December 2021

Provides an overview of the future home, aspects of domestic sustainability’s future and the way forward.

Marketer's Toolkit: European Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the European market.

Marketer's Toolkit: APAC Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the APAC market.

Marketer's Toolkit: North American Regional Trends Report 2022

Article • WARC Exclusive, January 2022

Part of the Marketer’s Toolkit 2022, this Regional Trends Report looks at the upcoming trends in the North American market.

Behind the winning idea: Persil – Dirt for good

Article • Tati Lindenberg and Rachael Stets, WARC Exclusive, December 2021

This episode of the WARC podcast explores the strategy, execution and outcome of Persil: Dirt for Good, awarded Gold in Brand Purpose and a Sustainability Award in the 2021 WARC Awards for Effectiveness.

Conscious decoupling: Why selling hope matters more than ever

Opinion • Patricia McDonald, December 2021

Dentsu’s 2022 creative trends report suggests that the time has come to think less about consumers, and more about co-owners of an increasingly fragile ecosystem.

TIM: The awareness keyboard – detecting racism one keyboard at the time

Case Study • MMA Smarties, Gold, X (Global), 2021

TIM, a telecommunications company, launched a campaign in Brazil to educate people about everyday vocabulary and attitudes to help deconstruct structural racism.

What the NFT revolution means for brands

Article • Sarah Salter, WARC Exclusive, December 2021

NFTs are revolutionising the concept of digital ownership, with huge implications for brands.

What’s working in tech & electronics 2021

Article • WARC Category Intelligence, December 2021

Global strategies, campaign updates and trends in the tech & electronics category.

Pernod Ricard’s Ann Mukherjee: “Brands have to tell timeless stories in timely ways”

Opinion • WARC, December 2021

Ann Mukherjee, CEO and Chairman at Pernod Ricard NA, will be chairing the Brand Purpose category of the 2022 WARC Awards for Effectiveness . Here, she talks about the challenges brought about by the pandemic, consumers’ new expectations of brands and Pernod Ricard’s definition of authentic purpose-led work. Ann Mukherjee, CEO and Chairman at Pernod Ricard NA

What we know about packaging

Article • WARC Best Practice, December 2021

Provides guidance on using packaging to create standout for brands and drive purchase consideration.

Eight predictions for 2022

Opinion • WARC, December 2021

Senior agency figures tell WARC what they expect to happen next year.

Looking ahead: Key marketing trends brands should focus on

Article • Mukta Lad, Event Reports, FUTR Asia Summit, October 2021

GSK Consumer Healthcare’s Shawn Roy examines the key consumer and marketing trends that brands need to look at over the next five years as the world moves from the pandemic to endemic stage of COVID-19.

Is it time for your brand to take a stand?

Opinion • Peter Pynta, December 2021

Neuro-Insight CEO Peter Pynta argues that it’s time for your brand to stop sitting on the fence and that tapping into neuroanalytics to measure the response to a brand’s social stand can help you land the jump.

What B2B marketers can do on sustainability

Article • Brian Carruthers, Event Reports, The Drum B2B World Fest, November 2021

B2B marketers face the same issues around sustainability as their B2C counterparts but they are operating in a very different environment, which arguably gives them greater influence.

Consumer Council for Water: Sink sense – kitchen sink habits caught on camera

Case Study • MRS Awards Papers, Highly Commended, New Consumer Insights, 2021

Blue Marble Research,a research agency, conducted an observational study in the UK.

Leading a world first environmental initiative: How Maple Leaf Foods put the consumer at the heart of its initiative to become the world’s first major food company to go carbon neutral

Case Study • MRS Awards Papers, Finalist, Applications of Research, 2021

Maple Leaf Foods (MLF), a food company, conducted a study in Canada to gain a deep understanding of consumers' views and values regarding carbon neutrality.

L'Oréal: From vulnerability to empowerment – L'Oréal How cultural insight into female empowerment pointed the way for L’Oréal Paris to support and progress women globally

Case Study • MRS Awards Papers, Finalist, Cultural Insights, 2021

L'Oréal Paris, a personal care company, launched a worldwide campaign to embrace a modern and relevant expression of female empowerment in marketing, and understand needs and behaviours deeply to connect with women in a powerful and authentic way.

Clean Air Fund: Mobilising the healthcare community to tackle air pollution

Case Study • MRS Awards Papers, Finalist, Healthcare Research, 2021

The Clean Air Fund (CAF), a philanthropic initiative, launched a multi-method research programme across the UK, India, Bangladesh, Mexico and Ethiopia to uncover strategies that would spur the healthcare community to act on air pollution.

HSBC: Green products proposition study

Case Study • MRS Awards Papers, Finalist, Financial Services Research, 2021

HSBC, a bank, launched a worldwide research study to uncover insights into delivering green banking and investment products in its retail division.

FCDO: Climate action segmention

Case Study • MRS Awards Papers, Finalist, International Research, 2021

The Foreign, Commonwealth & Development Office (FDCO), a government department, launched an international campaign to enable and empower business leaders and individuals around the world to tackle climate change, focusing on carbon reduction and biodiversity.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about brand purpose

Article • WARC Best Practice, May 2021

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.