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44% of adults say they are not fully represented in advertising

Data • Rob Clapp, WARC Data Points, September 2021

An overview of consumer opinion on diversity and representation in advertising.

Criminally effective: What advertising can learn from Somali pirates and Yakuza gangsters

Opinion • Warwick Cairns, September 2021

The power to punish transgressors underpins advertising regulations, but Warwick Cairns ponders what happens when there are no regulations at all.

Planning for inclusion: A media case for conscious advertising

Article • Christopher Kenna, Chris Ladd, Francesca Leronni, Martin Radford, WARC Exclusive, September 2021

Brand Advance and Ebiquity is helping responsible advertisers like Nationwide and GSK find diverse audiences.

Can responsible media investing be operationalized?

Article • Krystal Olivieri and Belinda J. Smith, WARC Exclusive, September 2021

GroupM is building solutions that guide and refine the decision-making process across its Responsible Investment Framework which focuses on five areas – Brand Safety, Data Ethics, DE&I, Responsible Journalism and Sustainability.

The WARC Guide to conscious media investment

Article • WARC Best Practice, September 2021

A summary of new thinking and best practice on conscious media investment.

Telling stories about advertising and human rights

Article • Dr Pia Oberoi, WARC Exclusive, September 2021

Pia Oberoi, senior advisor on migration and human rights at the UN, explains how the once disparate worlds of advertising and human rights intersect.

Unpacking the tensions in media: Ensuring advertising supports inclusion

Article • Isabel Massey and Jerry Daykin, WARC Exclusive, September 2021

Explains how Diageo and GSK ensure their media investment supports diversity and inclusion.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 276-288

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

How, and why, brands like O2 are making conscious media investment choices

Article • Tina Fegent, WARC Exclusive, September 2021

O2, the UK telco company, is a member of the Conscious Advertising Network (CAN) which is helping the company make more responsible media investment decisions.

How big tech, advertisers and regulators must work together to combat climate change denial

Article • David Puttnam, WARC Exclusive, September 2021

David Puttnam, Chair of the House of Lords Select Committee on Democracy and Digital Technologies, and a former advertising executive, argues that the unchecked power of digital platforms is fueling climate disinformation, and that more regulation is needed.

Advertisers must ensure their media investment does not support climate disinformation

Opinion • Ivan Cheung, September 2021

As climate change is on the corporate, political and social agenda more than ever before, climate change denialism is also rising. Ivan Cheung, digital marketing consultant, urges brands to demand more from the platforms where disinformation is rife.

How becoming more diverse, inclusive and responsible is helping The Sun remain relevant

Article • Dominic Carter and Shelley Bishton, WARC Exclusive, September 2021

The Sun, part of News UK, is becoming a more diverse and inclusive newsbrand, as the media organisation drives to become more representative of the UK’s population, ensuring it is relevant to today’s advertisers and consumers.

Women in advertising

Article • Ipsos Views, Research on WARC, August 2021

Media and advertising play an important role in our culture and reflect the social norms of our society.

The value of equality and inclusion: How P&G strives for social impact

Article • WARC, WARC Exclusive, August 2021

Denman Chan, P&G Hong Kong and Taiwan’s Equality & Inclusion Lead talks to WARC about the global FMCG giant’s work in building and creating positive impact in two markets.

Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.

D&I is not a tick-box exercise

Opinion • Melanie Norris, August 2021

Brands should embed diversity and inclusion throughout the planning process, rather than regarding it as a tick-box exercise, according to BBDO’s Melanie Norris.

The new paradigm: From brand purpose to business purpose

Opinion • Jenn Chin and Caroline Wang, August 2021

On issues like DEI, sustainability and purpose, APAC needs to be part of the conversation not as an afterthought, but core to global business purpose. Uncommon Kind, in partnership with WARC, outline why in this introduction to a new series – Purpose Incorporated – which offers brands guidance and inspiration on how to convert intent to meaningful impact.

Doing good and doing better: How APAC brands are effecting meaningful change

Opinion • Gabey Goh, August 2021

WARC Asia Editor Gabey Goh introduces Purpose Incorporated, a special three-part series on how APAC brands can do good and do better, with Chapter 1 examining the mindsets and management of brands committed to effecting meaningful business change.

Moving brands and business to the right side of history: What agencies can do

Article • Andy Wilson, WARC Exclusive, August 2021

BBDO Asia’s Andy Wilson says that no matter where clients stand on the purpose debate, it is a debate that can no longer be ignored.

Courage killed the tunnel vision

Opinion • Ingrid Enriquez-Donissaint, August 2021

Agencies hoping to be on the right side of history must start to focus on increasing their representation of all demographics rather than relying on stereotypes and token-led stunts, according to Tam-Tam/TBWA’s Ingrid Enriquez-Donissaint.

What’s working in financial services

Article • WARC Category Intelligence, August 2021

Global strategies, campaign updates and trends in the financial services category.

HFSS and the future of grocery retail: Unpacking the new rules

Article • WARC Exclusive, August 2021

Examines the implications of the new HFSS (high in fat, sugar and salt) food laws in the UK, and particularly their impact on marketers.

Disrupt sustainability marketing to become a game-changer brand

Article • Michela Graci, WARC Exclusive, August 2021

Living a more sustainable life is a key concern for many consumers who are looking to brands for help in turning aspirations into actions.

B2B marketing for a multicultural audience

Opinion • Ibon Iraola, August 2021

Digitas’ Ibon Iraola breaks down six strategies for B2B marketers to an increasingly diverse universe of small- and medium-sized business (SMB) owners.

The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

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 new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.
What we know about marketing to women

Article • WARC Best Practice, May 2021

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
The WARC Guide to brand activism in the Black Lives Matter era

Article • WARC Best Practice, October 2020

A summary of new thinking and best practice on brand activism in the Black Lives Matter era, from the WARC Guide.
What we know about marketing to men

Article • WARC Best Practice, May 2021

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.