Mission & purpose

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VOXI: Eyes On

Case Study • DMA (UK), Silver, 2021

VOXI, a mobile network, boosted its social media presence among young creatives in the UK by launching an Instagram competition that provided prizes to support them during the pandemic.

HSBC: The Homeless Bank Account

Case Study • DMA (UK), Silver, 2021

HSBC, a banking brand, helped homeless people in the UK open bank accounts by getting its branches to allow them to open an account using a participating charity's address as their proof of identity.

BT Sport: The Unseen Stats

Case Study • DMA (UK), Gold, 2021

BT Sport, a group of pay television sports channels, used data to wake up the UK to the online abuse epidemic.

BT: Hope United

Case Study • DMA (UK), Silver, 2021

BT Group, a telco brand, leveraged the Euro 2020 football tournament to educate people in the UK about how to tackle online abuse.

Hellmann's: Animal Crossing

Case Study • DMA (UK), Gold, 2021

Hellmann's, a condiment brand, donated 50,000 meals to people in need over Christmas and raised awareness of food waste in the UK.

2021 ANA Study on LGBTQ+ Marketing Inclusion

Article • ANA, Research on WARC, December 2021

Survey conducted by the Association of National Advertisers (ANA) of marketers, assessing portrayals of the LGBTQ+ community in advertising over the past twelve months.

TIM: The awareness keyboard – detecting racism one keyboard at the time

Case Study • MMA Smarties, Gold, X (Global), 2021

TIM, a telecommunications company, launched a campaign in Brazil to educate people about everyday vocabulary and attitudes to help deconstruct structural racism.

What’s working in tech & electronics 2021

Article • WARC Category Intelligence, December 2021

Global strategies, campaign updates and trends in the tech & electronics category.

Is it time for your brand to take a stand?

Opinion • Peter Pynta, December 2021

Neuro-Insight CEO Peter Pynta argues that it’s time for your brand to stop sitting on the fence and that tapping into neuroanalytics to measure the response to a brand’s social stand can help you land the jump.

How to put purpose into practice effectively

Article • Alastair Colin-Jones and Yassine El Ouarzazi, WARC Exclusive, November 2021

Economics of Mutuality Solutions’ Alastair Colin-Jones and Yassine El Ouarzazi examine three examples of businesses that have put purpose into practice effectively with their meaningful challenge purpose, ecosystem focus and holistic performance.

Finish: Fountains (Hayrat)

Case Study • Damla Polat, WARC Media Awards, Silver, Effective Use of Tech, 2021

Dishwasher detergent brand Finish combined history with high-tech in Turkey to encourage people to act against an environmental threat.

Knorr Egypt: Rooftop farms

Case Study • Tahaab Rais, Yasmine Shehab, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2021

Knorr, a food brand, launched a campaign in Egypt to help underprivileged families grow their own food.

Molson Canadian: Make it canadian

Case Study • Jessica Masterson, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2021

Molson Canadian, a beer brand, launched a campaign to promote its own brand as well as that of its competitors in Canada.

Reverso: DeepTruth: we use lies to tell the truth

Case Study • WARC Cases, November 2021

Reverso, a company specialising in AI-based language tools, launched a deepfake video featuring Argentinian politicians to show the importance of spotting fake news online, especially with the upcoming general election in Argentina.

Bancolombia: When reputation is used to transform - The power of centennials

Case Study • WARC Cases, November 2021

Bancolombia, a financial services company, created a connection between its brand and sustainability in Latin America by launching an online film series that showed its CEOs meeting with young centennials to discuss the topic.

Absolut Vodka: Shockingly responsible

Case Study • Lara O'Brien, Regan Clarke, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Vodka brand, Absolut, stemmed its declining market share and volume to grow for the first time in six years with its Shockingly Responsible campaign in the US.

adidas: Beyond the surface

Case Study • Adrian Mutescu, Anna Sadykova, WARC Media Awards, Gold, Effective Channel Integration, 2021

Sportswear brand, Adidas, changed the conversation about inclusivity in water with its Beyond the Surface campaign promoting inclusive swimwear for women in MENA.

Tesco: Little helps day

Case Study • Gregory Newman, Katy Harkness, WARC Media Awards, Bronze, Effective Channel Integration, 2021

Tesco, the supermarket, improved its reputation among consumers and delivered profit growth with its one-day Little Helps Day radio campaign in Britain.

PepsiCo on pep+, progress and perfection

Article • Brian Carruthers, Event Reports, Ad Net Zero Global Summit, November 2021

PepsiCo recently introduced pep+, an end-to-end transformation programme with sustainability at its heart, and organised around three pillars.

Five macro-shifts to address sustainability

Article • Brian Carruthers, Event Reports, Ad Net Zero Global Summit, November 2021

Research by McCann Worldgroup Truth Central has identified five ‘macro-shifts’ the agency believes can help chart a path towards greater sustainability.

Bodyform/Libresse/Libra: It's Normal. Period.

Case Study • WARC Cases, November 2021

Libra, a feminine hygiene brand, increased volume growth and category share in Australia by integrating period blood and products into popular Australian cultural icons.

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.

We’ve put purpose before profit, what about the next level of accountability?

Opinion • Richard Reeves, November 2021

Brand spend accountability was in the spotlight at a recent AOP webinar. Managing director Richard Reeves outlines how the industry can move towards a new level of social responsibility.

Did 2021 pan out the way we thought?

Opinion • David Tiltman, November 2021

This week WARC launches the Marketer’s Toolkit 2022. This is our guide to the major trends marketers need to respond to, and the new research and techniques they need to be on top of, as we hurtle towards a new year.

What’s working in sustainability 2021

Article • WARC Category Intelligence, October 2021

Global strategies, campaign updates and trends in the sustainability category.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
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 rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
The effectiveness code

Article • 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.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
What we know about brand purpose

Article • WARC Best Practice, May 2021

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.