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Why inclusive innovation matters

Opinion • Marie-Claude Gervais, December 2021

Dr Marie-Claude Gervais, Director at The Foundation, asks whether ‘customer centric’ brands really understand who they are designing products and services for.

Penguin: Making books for everyone at Penguin Random House

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

Penguin Random House(PRH), a publishing company, launched a campaign in the UK to change how the publishing industry approached publishing and marketing of Crime & Thriller books, and become more inclusive.

Office for National Statistics: CENSUS 2021 – more than just a head count

Case Study • MRS Awards Papers, Finalist, Creative Development Research, 2021

Census 2021, the first digital-first Census, launched a campaign in the UK to encourage the participation of the entire adult population.

Research with, by and for ethnically diverse youth: A blueprint for inclusive research

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

Versiti, a market researcher, launched a campaign in the UK to study the differential impact of the pandemic on the ability for young ethnic minorities to find and keep good jobs.

The Football Association (The FA): Minority Report – improving the experiences of reporting of abuse in grassroots football

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

The FA, a governing body of football, launched a campaign in the UK to identify a model practice to recommend to CFAs and improve The FA's reporting processes.

Reframing the DEI discussion: Why organizations need to put equity at the center of everything

Opinion • Davianne Harris, December 2021

Davianne Harris, Chief Client Officer and Head of the DE&I Consulting Practice at sparks & honey, explains why organizations need a Diversity Operating System, which puts equity at the center of everything.

Beyond DEI: As Hispanics move from minority to mainstream, brands need to seize the culture – and audience

Article • Roberto Fonfría, WARC Exclusive, Spotlight US, December 2021

Looks at how the growing number of Hispanics in the US makes this demographic an increasingly mainstream one.

Inclusivity in online advertising: The state of representation, the business impact of inclusion, and how to move forward

Article • Michelle Klein and Fernanda de Lima Alcantara, WARC Exclusive, Spotlight US, December 2021

Shares and analyzes data from several studies looking at different aspects of representation and inclusion in the marketing industry, and steps toward improvement.

The business imperative to support diverse creators

Article • Robert Vélez, WARC Exclusive, Spotlight US, December 2021

Examines the business case for brands to support content that focuses on an increasingly diverse US population.

Omroep Zwart: Full colour television – launching an inclusivity focused broadcasting network

Case Study • Rik Boin, Elias Reinheimer, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2021

Omroep Zwart, an inclusive broadcasting station, launched a campaign in the Netherlands to increase registrations.

Crayola: Colors of the world

Case Study • AME Awards, Gold, 2021

Crayola, a brand of crayons, reimagined its eight-crayon pack in North America to better reflect the ethnic diversity of the children of today.

Lacta: Act for Love

Case Study • WARC Cases, November 2021

Lacta, a chocolate brand, increased sales in Greece with a Valentine’s Day campaign featuring 28 real couples who often faced social stigma.

The benefits of diverse advertising

Opinion • Kerry Collinge, November 2021

If brands get it right, the future of diverse representation in advertising is an exciting prospect, says Kerry Collinge, Director of Marketing and Partnerships Europe at System1.

Converse: #ConverseCityForest

Case Study • SABRE Awards, LATAM, Gold, 2021

Converse, a shoe manufacturing company, launched campaigns in Latin America to break down barriers to gender and racial equality, increase sales and improve brand power.

Sunsilk: #IniSaatKita (This is Our Time)

Case Study • Nazirah Ashari, Judy Wong, Jin Wong, Yee Hui Tsin, WARC Awards for Asian Strategy, 2021

Haircare brand Sunsilk boosted engagement among Gen Z women in Malaysia with an influencer-led digital educational platform on female empowerment.

ViacomCBS EyeQ: Culture of influence

Article • Research on WARC, October 2021

Explores the all-consuming impact of online creators and their communities on culture, brands and beyond.

Necessity is the mother of invention. How COVID gave Tesco a creative springboard