Advertising best practice, evidence and insights

Get real, get creative: Real understanding to climb the Creative Effectiveness Ladder

Article • Research on WARC, June 2021

Ipsos looks at how brands and agencies can produce more effective creative and what routes, processes or ingredients they need to get to the top.

A new purpose: What brands must do to connect with consumers

Article • Sangeeta Tanwar, Event Reports, NGCX Summit Asia, June 2021

As the COVID-19 pandemic upturns life by restricting the movement of people and goods, brands need to look deeper into what’s important to consumers and innovate to succeed.

Beyond Juneteenth: How brands can build essential skills to take a stand in culture

Article • Rahul Roy, WARC Exclusive, June 2021

Details learnings for marketers looking to engage more authentically with diverse and multicultural communities as brands learn to navigate a rapidly shifting world of communications affected by cultural forces.

Voice of the consumer: Lifestyles survey 2021 – key insights

Article • Euromonitor Strategy Briefings, May 2021

Analyses key aspects of consumers in a variety of settings including at home, at work, in-stores and online across 40 key markets.

The Body Shop on embedding a purpose across an organisation

Article • Sam Peña-Taylor, Event Reports, Retail Connected, April 2021

Discusses the reasons and methods behind the UK retailer The Body Shop’s embrace of a refreshed brand purpose.

The Regenerative Business: 10 steps on the path to regeneration

Article • Marie Stafford, WARC Exclusive, June, 2021

Brands that advocate for the big issues we face, like climate change and inequality, will not only remain relevant, but will also build future resilience for society and for themselves.

Representus: The dictators address america

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Bi-partisan non-profit RepresentUS ran a social media campaign to encourage voter participation in the United States' 2020 election.

Knorr: Rooftop Farms

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Food and drink brand Knorr created a city rooftop farm initiative to establish itself as a socially responsible and purposeful brand in Egypt.

Persil: Dirt For Good

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Unilever-owned detergent brand Persil grew sales and consideration among households in the UK by evolving its Dirt is Good brand platform to communicate its new green brand purpose and the actions it was taking to address environmental concerns.

Tesco: Unforgettable Bag

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Supermarket chain, Tesco, greatly reduced single-use plastic bag usage in Malaysia with a behaviour-changing campaign that rewarded customers.

Black & Abroad: Go back to Africa

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Travel and lifestyle company Black & Abroad created a provocative online campaign using the phrase 'Go back to Africa' to change perceptions among Black travellers in Canada and bolster the brand's position as a Black Travel Movement leader.

COVID-19 prompted the rise of the citizen shopper, here’s how marketers can engage them

Article • Heleana Blackwell, WARC Best Practice, June 2021

The pandemic has brought about a collective awareness of ‘shadow pandemics’, which has given rise to a new cohort - the citizen shopper.

Introducing Movement Thinking: A simple framework for activating your brand’s purpose

Article • Scott Goodson and Chip Walker, WARC Best Practice, June, 2021

Higher purpose tends to be lofty by nature, which can make it sound inspiring, but can leave people unsure how to action it.

Driving marketing effectiveness through digital packaging

Article • WARC Exclusive, May 2021

This report, developed in association with HP Graphic Arts, is an analysis of successful case studies that use packaging as lead media, with a focus on those that utilise variable product packaging through digital printing.

Here’s how pharma should manage its opportunity to keep building trust

Article • Stacy Vaughn, WARC Exclusive, Spotlight US, May 2021

Explains why pharma, which has seen an uptick in trust during the pandemic, needs to build on that trust for the long-term benefit of the entire healthcare ecosystem.

Pharma’s forever home: The move toward purpose-driven branded houses

Article • Carl Turner and Kameron Block, WARC Exclusive, Spotlight US, May 2021

Examines the rise of pharmaceutical and biotechnology companies as purpose-driven corporate brands.

American Hotel & Lodging Association: No Room for Trafficking

Case Study • SABRE Awards, Gold, North America, 2021

The American Hotel & Lodging Association (AHLA), an industry trade group, increased awareness of trafficking in the US by partnering with the NFL leading up to the Super Bowl and launching a series of ads and social media posts.

Coldwell Banker: Inclusive Ownership Program

Case Study • SABRE Awards, Gold, North America, 2021

Coldwell Banker Real Estate, real estate franchise, launched the Inclusive Ownership Program in the US to increase successful brokerage ownership of ethnic minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry.

The Co-op rebrands around purpose and sees revenues soar above £10bn

Article • Sean Hargrave, Event Reports, Festival of Marketing: The Bottom Line, March 2021

Following a 2019 rebrand, The Co-operative Group broke the £10bn revenue barrier for the first time in 2020.

Scared of taking a stand? You should be more scared of not taking one

Opinion • Laura Smith, May 2021

Speak Media’s Laura Smith calls on brands to take a stand on issues that matter and be the change they want to see.

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.

For growth, Grab is driving social impact at scale

Article • Low Lai Chow, Event Reports, WFA Global Marketer Week, April 2021

Hot on the heels of its Nasdaq listing in the USA, Grab’s Cheryl Goh says the superapp remains focused on Southeast Asia and wants to do good by using technology to address the region’s social and economic inequality.

Travel and sustainability: Transforming for the future

Article • Nick Blenkarne, WARC Exclusive, May, 2021

Sustainability is an increasing consideration in the travel category.

Boycotts, banners and balance sheets: The effectiveness of brand activism

Opinion • Warwick Cairns, April 2021

Since it’s becoming harder for brands to avoid taking a political stance on issues, Warwick Cairns from The Effectiveness Partnership looks at the relationship between taking a stance and effectiveness -- and how brands can navigate this increasingly rocky terrain.

Four things marketers can do to help disadvantaged young people right now

Opinion • Nick Fuller, April 2021

Nick Fuller, President of EVERFI International, an education company working with businesses, government and charities to deliver technology-based products and bespoke educational engagement campaigns, explains how marketers can help reduce the inequality faced by disadvantaged young people.

Mission & purpose