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Key reading

men

The ideal man: The challenge of national cultures for global brands

This TNS report sets out cultural comparisons based on different concepts of the 'ideal man' from around the world. It argues that the brands most likely to win are those closely aligned with consumer needs – rooted in distinct cultures.

How to market to men

Best Practice paper offering practical tips, examples and recommended reading on men.
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How men shop for personal grooming products

Results from a study of 10 countries looking into young men and personal care brands.

Do men and women respond differently to ads?

Research measuring gendered emotional responses to ads by creative approach.

Young men's attitudes towards health, fitness & wellbeing

Euromonitor's global report analyses both attitudes and the implications for marketers.


Latest case studies

Land Rover New Zealand: Love from Land Rover

This case study shows how Land Rover, a car-manufacturing brand, created the 'greatest Valentine's Day gift ever' and used traditional mass media to target just four specific New Zealanders.

UK Department for Transport: 50 years of drink driving

This case study details a campaign from the UK government's Department for Transport that, 50 years after the first comms about drink driving, spoke to those hardest to influence through behavioural theory.

Powerade: Workout Billboards

This case study shows how Powerade, the soft drink brand, created a 'Workout Billboard' in Germany to excite thousands of people over 3 weekends in 3 major cities.

AstraZeneca: Take it from a fish

This case study outlines how the pharmaceutical company AstraZeneca used entertainment to educate its target audience about the launch of its new drug.

Latest articles

The changing face of the beauty customer

This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.

Gender and the media: investigating audience opinions on TV, radio and the Internet

In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.

Know the audience: The affluent

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.

The ideal man: The challenge of national cultures for global brands

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com