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Key reading

Dawn duckling

How Procter & Gamble research validates emotional marketing

Research from Procter & Gamble on the impact of emotional advertising went on to inform some of the company's big ad campaigns. The research showed that ads yielding an emotional response were more likely to be successful.
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Why 'Dirt is Good' for profit and people

Why a Unilever detergent brand campaign is a good example of a brand maximising profit by doing good.

Mythbuster: The relevance of 'relevance'

Les Binet and Sarah Carter discuss the importance of ad relevance, using the example of paint brand Dulux.

Kimberly-Clark's programmatic strategy

This event report discusses how household brand owner Kimberly-Clark first explored programmatic ads.

Household & Domestic company profiles

Euromonitor data and analysis on the sector's major companies.


Latest case studies

Finish UK: Dishes

This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.

Whiskas Catstacam: How an Instagram campaign changed the perceptions of a 50-year old brand

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

IKEA: The Great Sleep

This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

Air Wick: Home is in the air

This case study describes how Air Wick, a home fragrance brand launched in 1943 in the United States, re-energized the brand by triggering an emotional response to its product line.

Latest articles

How Persil reframed Dirt is Good for digital natives

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

BEHR paints emotional pictures to build its brand

This event report shows how BEHR used qualitative research to gain a deeper insight into the emotions which consumers attach to colour, and thus refine the brand strategy for its paints and stains.

Makers revolutionize making! How to derive insights from subversive consumer practices

This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.

The new rules of marketing, according to Mars

This event report outlines how Mars, manufacturer of confectionery, pet food and other food products, is taking a four-pronged approach to evolving its core brands to keep them relevant and overcome consumer indifference.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
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Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com