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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Brian Carruthers, Event Reports, World Retail Congress, September 2020
This article examines how online grocer Ocado reacted to the challenges posed by the COVID-19 pandemic and lockdown.
Opinion
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Chiara Manco, September 2020
WARC’s Chiara Manco looks back at past winners of the Jay Chiat Awards to uncover successful strategies that can help marketers tackle today’s unique challenges.
Opinion
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Anna Hamill, September 2020
In June, WARC delved into some of the new trends which were defining the early stages of the COVID-19 response from brands.
Opinion
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Ervin Ha, September 2020
YouGov's Ervin Ha looks at how luxury brands have fared in Hong Kong as the ongoing pandemic shifts consumer sentiment and purchase priorities.
Article
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Hereward Feldwick, WARC Exclusive, September 2020
Having reached a stage of acceptance, and a point in time when normality is beginning to return, many people are now in a mindset that the worst of the Covid-19 pandemic is over.
News
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18/09/2020
Advertisers should understand consumer views on the environmental impact of different media channels when they develop campaigns, according to a study published in the Journal of Advertising Research (JAR).
Article
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Geoffrey Precourt, Event Reports, ANA Digital Marketing Conference, September 2020
Anheuser-Busch InBev, the brewer, built out a program in Brazil that assisted pubs and restaurants that were struggling due to COVID-19.
Article
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WARC Exclusive, September 2020
Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2020 WARC Prize for MENA Strategy.
Opinion
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Olivia Stancombe, September 2020
As circumstances change, so too do people’s needs and values, and it’s in understanding those shifts that brands and business can successfully evolve to meet changing consumer mindsets, says Olivia Stancombe.
Article
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Rupert Younger, WARC Exclusive, September 2020
The SCORE framework, developed by Oxford University and partners, offers a clear approach to governance for brand purpose.
Article
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Victoria Sakal, WARC Exclusive, September 2020
Examines Morning Consult research on the 50 Most Loved Brands in the US in 2020, through the lens of the coronavirus pandemic.
News
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14/09/2020
As the hub of ‘retail normality’ during COVID-19, grocery brands have an opportunity to use a strong brand purpose to connect with local communities, a senior planner says.
Research Paper
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Yoon-Joo Lee and Eric Haley, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 271-289
This study investigated the effects of consumers' underlying value orientations to determine whether consumers respond differently to corporate social responsibility (CSR) initiatives depending on age.
News
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11/09/2020
Brands using native ads to spread the word about their corporate social responsibility (CSR) efforts need to make sure they avoid a focus on promotional messaging, a study in the Journal of Advertising Research (JAR) has found.
Research Paper
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Claudia A. Rademaker, Marla Royne Stafford, and Mikael Andéhn, Journal of Advertising Research, Vol. 60, No. 3, 2020, pp. 290-304
This study underscores the importance of considering a medium's broader effects. Research demonstrates that a medium's perceived eco-harmful impact affects communication effectiveness because a medium itself can act as a constituent of the message.
Article
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Callum Saunders, WARC Exclusive, September 2020
As grocery brands battle for market share, a focus on brand purpose through connecting with local communities and supporting the less privileged will drive brand trust.
News
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10/09/2020
Use of influencer marketing by brands in Asia has spiked since the onset of COVID-19, according to a new report by CastingAsia, which looks at the shifts in strategies for influencer marketing campaigns by businesses in Southeast Asia, Hong Kong, ...
Article
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WARC Best Practice, September 2020
Provides marketers with information and guidance on harnessing grassroots activism and provoking people into taking action for change.
News
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09/09/2020
A new initiative is being launched to unite the advertising industry in its effort to introduce zero carbon emissions and zero waste to the process of ad production.
Opinion
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Jane Asscher, September 2020
The Covid-19 global health crisis has resulted in a reset for many brands. Pre-pandemic, most businesses’ marketing started from the perspective of ‘what is the opportunity?’ But in a world changed and cowed by coronavirus, many companies have shifted so their marketing starts from the point of view – ‘how can we help?’ People are looking for something more from brands, a more genuine relationship that recognises the wider impact of our changed situation.
News
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07/09/2020
Embracing the language and ideas of resistance is a risky business for brands that are not prepared to follow up with action – doing so requires stepping outside the brand’s vaccum and making sure it is not a one-off.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers’ (ANA) In-House Agency Conference, August 2020
Target, the retailer, has built an in-house creative shop that is able to take a holistic approach to building its brand strategy.
News
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03/09/2020
FMCG giant Unilever is investing €1 billion to eliminate the use of petrochemical-based ingredients in the products of its Home Care division over the next ten years.
