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
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.
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
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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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.
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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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.
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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Kirstie Maryott, January 2021
Kirstie Maryott shares how polarization can be good for brands, arguing that the greatest enemy is indifference.
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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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.
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.
Case Study
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DMA (UK), Gold, 2020
World Animal Protection (WPA), an animal welfare organisation, set out to pressure travel industry giants to stop promoting dolphin entertainment with its campaign Don't Be Fooled by a Smile.
Article
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James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Article
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Greg Sutcliffe, WARC Exclusive, Spotlight China, December 2020
GPB’s Greg Sutcliffe argues that finding the right balance between celebrating an international brand’s heritage and safeguarding its future in China is a critical endeavour.
Case Study
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Remie Abdo, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020
Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.
Case Study
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Joy Molan, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020
L'Oréal Paris, the global beauty brand, used a special edition of fashion monthly British Vogue to champion age positivity and reconnect with British consumers.
Case Study
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Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020
Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.
Case Study
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Sherine Patrick, Nisha Ashra, Rachel Lowenstein, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020
Feminine hygiene brand U by Kotex founded a Black Community private marketplace (PMP) in the United States that supported Black content creators and publications; its goal was to raise brand awareness, consideration and favorability by allying itself with Black Lives Matter (BLM).
Case Study
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Tahaab Rais, Yasmin Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020
Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.
Article
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Sam Peña-Taylor, WARC Exclusive, December 2020
This article explores how three brands that pursue activist causes establish, execute, and measure the impact on their chosen causes.
Case Study
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APG (AUS), Creative Strategy Awards, Finalist, 2020
Energy Efficiency and Conservation Authority (EECA), a government agency, encouraged people to produce fewer carbon emissions by creating a generation defined by the decision to embrace life with fewer emissions.
Article
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Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020
Patagonia’s European marketing director explains how the company doesn’t just talk about an abstract purpose; the brand and its employees act directly to address these issues.
