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Perceptions of progress: The state of women’s equality in the US – Generational views of equality

Article • SeeHer & Dentsu, Research on WARC, April, 2021

This is the final installment of a three-part series from Dentsu and SeeHer examining issues surrounding gender equality. Part three looks at generational views of equality.

Why it’s important to approach data without biased assumptions

Article • Jason Mander, WARC Exclusive, March 2021

To stay resilient and competitive, businesses need to understand their audiences, using psychographic and behavioral data that gives them the power to understand not only the ‘what’, but also the ‘why’; that, in turn, allows them to build flexible, adaptable responses to constantly changing situations.

Positive Provocation: The next stage of marketing

Article • Wavemaker, Research on WARC, February, 2021

Marketers should embrace diversity and inclusion, grow comfortable with imperfect measurement, and consider new types of partnerships to drive growth.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Reach Solutions: In safe hands

Article • Research on WARC, February 2021

Online safety and regulation has been an issue for a number of years, with high profile incidents fuelling concerns among both the public and advertisers.

How healthcare brands can differentiate through experimentation

Article • Steven Moy, WARC Exclusive, February 2021

As a highly regulated category, health and wellness brands can sometimes struggle to differentiate their brand from competitors.

Using neuroscience to make the case for more diversity in advertising

Article • Chasson Gracie, Joshua Richards, Daniel Pozzebon, Kevin Keane, Jasmin Amin , WARC Exclusive, January, 2021

There is residual reluctance to employ diverse and inclusive talent in messaging in advertising, despite ample research suggesting this should not be a concern; this reluctance appears to be the result of factors outside what the data say.

WARC의 새로운 마케팅 리서치 가이드

Article • WARC Best Practice, January 2021

새로운 마케팅 리서치에 대한 새로운 사고와 모범 사례 요약.

Data safety needs to be a priority for marketers to safeguard their brand

Article • Low Lai Chow, Event Reports, The Drum Digital Summit, November 2020

Data safety needs to take on equal importance in marketing considerations as new data regulations and privacy laws take effect worldwide.

Perceptions of progress: The state of women’s equality in the US – Differences in perception by gender

Article • Dentsu and SeeHer, Research on WARC, December 2020

Report from Dentsu and SeeHer on gender equality, focusing on how perceptions of men and women differ. This is the first phase of a three-part study – Perceptions of Progress: The State of Women’s Equality in the US – by Dentsu and SeeHer. This phase looks at how perceptions of gender equality differ between men and women.

Perceptions of progress: The state of women’s equality in the US – Advancing equality for Black, Hispanic and Latinx women

Article • Dentsu and SeeHer, Research on WARC, December 2020

Report from Dentsu and SeeHer on gender equality, focusing on Black, Hispanic and Latinx women.

Beyond Binary: Investigating the gender agenda

Article • Shazia Ginai, WARC Exclusive, December 2020

In recent years, movements such as #MeToo, #TimesUp and Black Lives Matter have shone bright spotlights onto the complexities of race and gender.

Two-thirds of brands and agencies struggle with diversity and inclusion

Data • Marte Aune, WARC Data Points, November 2020

An overview of diversity and inclusion approaches among brands and agencies.

2020 ANA/AIMM annual report on diversity in the marketing industry

Article • ANA & AIMM, Research on WARC, November, 2020

Annual report on gender and ethnic representation in marketing from the Association of National Advertisers and its Alliance for Inclusive and Multicultural Marketing, based on surveys of gender and ethnic diversity among CMO and CMO equivalents, the overall ANA membership, and the US-based marketing departments of 40 ANA board and other member companies.

Consuming culture: Five shifts in media and entertainment marketing

Article • Nick Callaghan, WARC Exclusive, November 2020

A new report by Facebook identifies five trends re-shaping the entertainment industry.

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.

The Marketer's Toolkit 2021: 불확실성 극복하기

Article • WARC Exclusive, November 2020

Marketer’s Toolkit 2021은 내년 1년간 브랜드들이 직면할 6대 주요 과제에 대한 가이드입니다.

Why marketers must correct their historic under-investment in reaching Asian Americans

Article • Stephen Whiteside, Event Reports, 3AF Asian Marketing Summit, October 2020

Analysis by Nielsen, the research firm, has demonstrated why Asian Americans are a critical audience for marketers to include in their strategies.

Three ways for brands to reach Indian Americans in a nuanced, relevant way

Article • Stephen Whiteside, Event Reports, Asian American Advertising Federation’s Asian Marketing Summit, October 2020

Datawrkz, a digital-media planning and buying shop, has identified several ways that brands can enhance their marketing efforts targeted at Indian Americans.

WARC Talks 360: The WARC Guide to brand activism in the Black Lives Matter era

Article • Kai D. Wright, Monique Nelson, Carol Watson and Kristin Hooper, WARC Webinars, November 2020

Looks at how shifting demographics in the US are moving it toward a majority-minority country, and how marketers should adapt, and examines how to build teams that reflect diversity, and why they are important.

How P&G is building “citizenship” into brand-building efforts

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Masters of Marketing Week, October 2020

Procter & Gamble (P&G), the consumer-packaged goods giant, is baking the concept of “citizenship” into its brand-building efforts.

Edelman Trust Barometer: September 2020 report on brands and racial justice in America

Article • Research on WARC, September, 2020

Updates June 2020 report on what Americans think about the fight to combat racial injustice and the role they feel brands should play.

Black Voices Matter: How brands can cross the Sonic Color Line

Article • Steve Keller, WARC Exclusive, October 2020

Examines how the sonic color line is pervasive in marketing, and the ripple effects sonic stereotypes perpetuate.

Lessons from failure: The ethical, and economic, opportunities in pursuing diversity

Article • Lydia Amoah, WARC Exclusive, October 2020

Looks at how brands can both avoid racially-insensitive missteps and build opportunity by focusing on diversity.

The three social media waves of the Black Lives Matter movement – and how they impact marketing in this moment

Article • Husani Oakley, WARC Exclusive, October 2020

The Black Lives Matter movement is actually comprised of three waves, which were formed not just by incidents of violence – and murder – against Black people, but also by how social media helped propagate awareness of BLM; they are the Martin Wave, the Brown Wave and the Floyd Wave.

Philip Morris International prepares for a smoke-free future

Article • Geoffrey Precourt, Event Reports, Festival of Media LATAM, October 2018

Philip Morris International is shifting away from cigarettes, its traditional business driver, and towards smoke-free products that offer a healthier alternative to existing smokers.
Legal Cannabis and the Tobacco Industry: Seeing the Buds for the Weeds

Article • Euromonitor Strategy Briefings, December 2017

Provides an overview of the legal cannabis and tobacco markets, including regulation and supply chain and tobacco implications.
Vype quality: A tale of two marketing models

Case Study • Donald Pirie and Florence Sharp, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018, pp. 0-0

Vype, a leading vaping brand, increased its market share in the UK by redesigning its communication model and launching a campaign that reached consumers at various touchpoints.
Agents of Social Change: A Model for Targeting and Engaging Generation Z across Platforms - How a Nonprofit Rebuilt an Advertising Campaign to Curb Smoking by Teens and Young Adults

Case Study • Donna Vallone, Alexandria Smith, Tricia Kenney and Marisa Greenberg, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 414-425

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.
E-Cigarette Marketing on Social Networking Sites: Effects on Attitudes, Behavioral Control, Intention to Quit, and Self-Efficacy

Research Paper • Joe Phua, Journal of Advertising Research, Vol. 59, No. 2, 2019, pp. 242-254

This study examined exposure to three types of e-cigarette marketing—sponsored advertisements, brand pages, and user-created groups—on social networking sites and their influence on health-related outcomes.
**REMOVED AS PART OF A EUROMONITOR CLEAROUT, DO NOT REPUBLISH** Japan Tobacco Inc (Tobacco)

Article • Euromonitor Company Profiles, August 2018

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.