Article
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
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.
Opinion
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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.
Opinion
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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.
Article
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Carolina Zakrajsek, WARC Exclusive, April, 2021
Examines the actions of brands in Argentina regarding a vote over legalizing abortion in December 2020.
Opinion
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Biprorshee Das, February 2021
A brand championing a cause is not a novel phenomenon. But as consumers become more vocal about environmental, political and social causes, there is pressure on brands to speak up too. While many worldwide are answering that call, most Indian brands have stayed silent. In this India Spotlight series, WARC India Editor Biprorshee Das asks if it is time for Indian marketers to be bolder.
Opinion
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WARC, February 2021
Over the years, The Times of India – the country’s leading newspaper – has been at the forefront of brand activism with its popular campaigns raising pertinent issues. Malcolm Raphael, senior vice-president and head – trade marketing, innovations, creative strategy – tells WARC more about this and initiatives like Teach India and Aman Ki Asha
Opinion
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WARC, February 2021
Before the concept of brand purpose became popular, Tata Tea immortalised itself with the message “ Jaago Re ” or “Wake up”. Over the years, the Jaago Re cause marketing initiative has helped the Tata Tea brand to stay relevant by championing various causes. Puneet Das, senior vice-president, marketing – beverages, Tata Consumer Products, tells WARC how standing up for a cause must go beyond just communicating it in order to be meaningful.
Article
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Ajeeta Bharadwaj , WARC Exclusive, Spotlight India, February 2021
Wondrlab’s Ajeeta Bharadwaj shares why it is becoming increasingly important for India’s brands to be vocal about issues, and how to do so the right way.
Article
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Suraja Kishore , WARC Exclusive, Spotlight India, February 2021
BBDO’s Suraja Kishore introduces Brand Activism 101, a strategic framework that marketers in India can follow if they want to champion an issue.
Article
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WARC Exclusive, Spotlight India, February 2021
Analyses data from ongoing surveys of Indian consumers, provided by GWI and survey data from Ford Trends, covering consumer interests, environmental concerns and consumer expectations of brands.
Article
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WARC Exclusive, Spotlight India, February 2021
Leo Burnett India’s Ankit Singh draws on global parallels to show why Indian brands must stand up for issues and walk the talk.
Article
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Ashraf Engineer, WARC Exclusive, Spotlight India, February 2021
Pitchfork Partners’ Ashraf Engineer says marketers taking a stand on issues in their communication must be sensitive to consumers and society at large; they also have to avoid being gimmicky.
News
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27 January 2021
In the US, the rise of purpose-driven branding has also brought brands perilously close to the political divide because there’s a tendency to label every constituency as red or blue.
Opinion
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Cathy Taylor, January 2021
As part of our Spotlight US series on Marketing in a Polarized Nation, we talked to the person perhaps best positioned to translate the election’s outcome into what it means for brands – Mark Penn – who for decades has been one of the leading political pollsters and strategists. He has worked on campaigns for President Bill Clinton, Senator Hillary Clinton, and UK Prime Minister Tony Blair.
Opinion
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Kirstie Maryott, January 2021
Kirstie Maryott shares how polarization can be good for brands, arguing that the greatest enemy is indifference.
Article
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Victoria Sakal, WARC Exclusive, Spotlight US, January 2021
While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.
Article
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J. Walker Smith, WARC Exclusive, Spotlight US, January 2021
Despite polarization, people in the US voted against disruption in the recent presidential election.
Opinion
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Cathy Taylor, January 2021
Navigating the polarized political landscape in the US is no easy feat, but WARC's Cathy Taylor offers some key themes in her introduction to a deep dive on how brands can meet these challenges.
