Opinion
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Chiara Manco, May 2021
WARC’s Chiara Manco looks at brands that have shown their commitment to diversity and inclusion through Pride initiatives, and how these can serve as a jumping-off point for year-round communications.
Case Study
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SABRE Awards, Gold, North America, 2021
Purlator, a courier company, increased revenue in Canada despite the COVID-19 pandemic with a campaign that focused on creativity and representation.
Case Study
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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.
Case Study
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SABRE Awards, Gold, North America, 2021
The New Jersey Department of Health (NJDOH), a governmental agency, increased testing and contact tracing in the state to reduce the spread of COVID-19 by launching a multichannel targeting campaign.
Article
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Nic Allum, WARC Exclusive, May, 2021
Brands need to focus on a Pride 365 strategy: connecting with, giving visibility to and involving the LGBTQ+ community in marketing year-round, not just during Pride Month.
Article
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Alex Brownsell, WARC Exclusive, April 2021
Matt Che, CMO of Budweiser Brewing Co APAC, and Dolly Huang, Head of Marketing Capabilities, reflect on the use of brand purpose in the brewer’s award-winning ‘All Love is Love’ campaign.
Article
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WARC Best Practice, March 2021
The World Federation of Advertisers have launched a new report: Diversity & Representation: Guide to potential areas for bias in the creative process – marketers will find the following.
Opinion
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Michael R. Solomon, March 2021
Today we’re witnessing a particularly volatile shakeup, as our culture grapples with changing definitions. In this rapidly changing world, it’s important that marketers understand gender identity.
Article
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WARC Strategy Toolkit, March 2021
Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2021
Interpride, an international organisation of producers of pride events, and the European Pride Organisers Association, a network of LGBTQI+ organisations, launched an international gamified virtual pride event: Global Pride Crossing.
Case Study
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SABRE Awards, IN2, North America, Micro Marketing, 2021
The Trevor Project, a US non-profit LGBTQ+ suicide-prevention organisation, highlighted the urgent need for mental health care for LGBTQ+ youth.
Research Paper
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Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Digital First, January 2021
This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.
Case Study
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DMA (UK), Silver, 2020
No More, a domestic violence charity, supported women suffering from domestic abuse during the coronavirus pandemic by launching a social and video campaign that encouraged people working from home in the UK to also listen from home.
Case Study
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DMA (UK), Bronze, 2020
Level, an airline company, increased brand awareness by launching an influencer and social campaign that highlighted its inclusive and modern approach to travel.
Case Study
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Rachel Lowenstein, Nisha Ashra, Dan Ottinger, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020
SKYY Vodka wanted to increase brand awareness, consideration and perception of LGBTQ+ allyship in the United States, where it has a long supported the LGBTQ+ community.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020
Twitter, a social media network, used a blend of data analytics, semiotics and traditional research techniques to explore the implications for brands on how to authentically connect with the LGBTQ+ community.
Research Paper
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MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020
Kantar, a market research company, collaborated with DIVA Media Group, an entertainment group for LGBTQI women, to embark on the largest ever piece of research into the lives of LGBTQI women and uncovered key insights about their lives.
Research Paper
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MRS Awards Papers, Winner, MRS Award for Inclusive Research, 2020
Independent Age, an NGO offering advice and support for older age, challenged the stereotypes of ageing in the UK.
Case Study
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Werner Iucksch, Melantha Tan, Arnaud Robin, WARC Media Awards, Silver, Effective Use of Tech, 2020
Global Pride created a unique virtual experience to keep the Pride Day flag flying, engage the LGBTI+ community and increase visibility of the Pride movement to society as a whole.
Article
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ANA & AIMM, Research on WARC, November, 2020
Annual report on gender and ethnic representation in marketing from the Association of National Advertisers and its Alliance for Inclusive and Multicultural Marketing, based on surveys of gender and ethnic diversity among CMO and CMO equivalents, the overall ANA membership, and the US-based marketing departments of 40 ANA board and other member companies.
Case Study
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SABRE Awards, LATAM, Platinum, Best in Show, 2020
Doritos, a tortilla chip brand, promoted its diversity and inclusion initiative, DORITOS' RAINBOW, in Mexico by launching a special edition pack, diversity workshop, influencer campaign and pride parade float.
Research Paper
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David R. Morse, Gerardo Gallart and Susanna Fránek, ESOMAR Conference papers, Latin America, 2020
Investigates the paradigm shift regarding LGBTQ people in Mexico over the past two decades and how this is perceived by the LGBTQ community.
Case Study
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Saad Khan, Trinolda Colaco, Jason Samuel, WARC Awards for Asian Strategy, Gold, 2020
The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.
News
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25 August 2020
More needs to be done to capture and represent Asian culture in advertising images, with consumers expecting companies to do a better job of capturing people’s true lifestyles and cultures, according to a study from Getty Images and YouGov.
Article
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Brian Carruthers, Event Reports, Lions Live, June 2020
Discusses how brands can engage with people in minority communities by telling good stories through a web series, Carmilla, which proved so popular that it became a movie by Kimberly Clark’s Kotex.
