American marketing, consumers & brands

North America

Warc News, 31 October 2014
NEW YORK: Crest, Procter & Gamble's oral-care line, successfully showed how brands can profit from subverting category norms by "championing", rather than chastising, kids for eating candy on Halloween.Erica Herman, svp/global strategy at agency .

Warc News, 31 October 2014
NEW YORK: US millennials are twice as likely as their elders to regard mobile payments as being easier and more efficient, and are driving adoption of digital currencies, two new studies have shown. Researcher GfK looked at mobile payments as part of.

Warc News, 30 October 2014
SAN FRANCISCO/LONDON: Facebook CEO Mark Zuckerberg has big plans for the next ten years, not least "connecting everyone", but users may not be very enthusiastic about the results research has suggested.In a third quarter earnings call, Zuckerberg rep.

Geoffrey Precourt, Event Reports, 4A's Strategy Festival, October 2014

This event report demonstrates how Crest, Procter & Gamble's oral-care brand, defied category conventions to create a Halloween sensation.

Warc News, 29 October 2014
SAN FRANCISCO: Twitter, the microblogging site, is looking beyond its core users and exploring ways of monetising the much greater number of logged-out and unregistered visitors, leading executives have said.In a third quarter earnings call, CEO Dick.

Warc News, 28 October 2014
NEW YORK: US stores need to focus on increasing the equity of their brand if they are to prosper, according to a new study which demonstrates a strong correlation between this metric and retailer success.A Nielsen study covering the grocery, mass mer.

Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014
This event report demonstrates how American Standard, a company best known for its bathroom fixtures, successfully put a clear, consistent purpose at the heart of efforts to revive its brand. In a low-interest category with a long purchase cycle, purpose-driven branding holds huge promise as a means of engaging shoppers.

Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report argues that scarcity has been a key factor behind the success of "The Most Interesting Man in the World" campaign from Dos Equis beer.

Tom White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.



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