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Brand activism in the Black Lives Matter era


The Black Lives Matter movement has galvanized consumers,
asking brands to define how they respond to racial injustice.

This WARC Guide helps marketers navigate these challenges, and lead with purpose.

Guest edited by  Kai D. Wright, Columbia University Lecturer, Ogilvy Global Consulting Partner,
Author and Founder of blacklist100

Kai D. Wright
Columbia University Lecturer, Ogilvy Global Consulting Partner,
Author and Founder of blacklist100

Black Lives Matter: Education, insight and action for marketers

This on-going series aims to educate brand marketers on diversity and activism, in light of the recent progressive steps made with the Black Lives Matter movement.

The series looks at brands taking steps to tackle systemic racism, embracing diversity and re-evaluating their brand purpose, with examples from case studies focusing on Black audiences and communities and brand activism content.

Hidden Figures:
A look at Black British marketing and design

Mainstream voices have dominated marketing and advertising spaces, there is a need for minority audiences, customers and consumers to be spoken to and reached in an authentic and credible way. In partnership with the Black Cultural Archives (BCA) and Niche on Demand, this video series explores the pioneers in black British marketing, their influence and contributions.

Each interview draws on key themes such as lessons learnt from being one of the first black owned strategic marketing consultancies in the UK, the influence of black creatives and marketers on Brand Activism and building on the next generation of black marketers/researchers.

Kevin Morosky, Creative Director, Havas Media Group and Co-founder POCC

Dr Glen Yearwood, Owner, Soul Marketing

Launching 22nd October

Binki Taylor, Founding Partner, The Brixton Project, and Kunle Olulode, Director, Voice4Change
– in memoriam of Jon Daniel

Launching 29th October

We are WARC

Since 1985, we’ve brought confidence to marketing decisions through the most trusted research, case studies, best practice, data and inspiration. Today, we help 75,000+ marketers across 100+ countries.

We provide the latest evidence, expertise and guidance to make marketers more effective. In fact, it’s our mission to save the world from ineffective marketing. Our clients include the world’s leading brands, advertising and media agencies, media owners, research companies and universities.