Lessons from the 2019 WARC Awards: Effective Use of Brand Purpose Report

Trends for the effective use of brand purpose

Key themes from some of the world’s most original marketing thinking. Every year, we launch a global search for next-generation marketing effectiveness with the WARC Awards.

The Effective Use of Brand Purpose category is for those marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as a benefit for a wider community.

This year's key themes:
  • Brands are putting purpose at the centre of their growth strategy
  • Investing in purposeful partnerships pays off
  • Eschewing gender stereotypes typifies a modern brand
Guest edited by Fernando Machado (CMO, Burger King) the sample of the full report includes:
  • Executive summary of key themes and what these mean for you as a brand, media owner or agency.
  • Commentary from jury chair Fernando Machado about why brand purpose - and Burger King's relationship with it - is so important.
  • Case summary of Stayfree's gold-winning campaign 'Project Free Period'

"Purpose matters and it generates results"
Fernando Machado (Global CMO, Burger King)


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