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Key reading

women

Marketing to women: the new rulebook

Sets out a new way of thinking about marketing to women as old definitions and associations become outmoded. Traditional identity-drivers such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Young women's health, fitness and wellbeing

Topline global trends in attitudes and approaches to health among under-30s women.

Women 2020: How women's actions and expectations are changing the future

Why marketers need to respect the changing role of women in society.

How to market to women

Best Practice paper offering practical tips, examples and recommended reading.
Not a subscriber? Download this sample

P&G tackles a taboo with a digital conversation – 'Like a Girl'

How Always engaged consumers in a new way by changing the conversation.




Latest case studies

Stylight/Shazam: The Fashion Mag Hijack

This case study describes how Stylight, the online shopping platform in Germany, got itself noticed by turning a fashion magazine into a shopping tool with the help of a mobile phone.

Nice'n Easy: The Greys Are Here

This case study describes how a P&G home hair colour brand, Nice'n Easy, used a Facebook platform to drive brand awareness and sales/share among Australian women.

LIDL: Gaining a lot from Living a little

This case study demonstrates how investment and a brand campaign helped Lidl, a German discount supermarket chain in Ireland, achieve impressive growth and increase turnover in a challenging market.

Lo Kar Lo Baat: Active Wheel

This case study describes how Active Wheel, an Indian laundry brand, used mobile technology to drive sales and brand awareness.

Latest articles

How Bupa uses content marketing to drive sales in Australia

This article explores how Bupa, the multinational healthcare company, built a content marketing portal specifically targeted at Australia's mothers to build engagement with the brand and subsequently increase sales.

Leveraging and Empowering Cambodia's Other Half: A study on the current state of gender dynamics in Cambodia

This study paper explores the current state of gender inequality in Cambodia through three lenses: demographics, including employment, education levels, marriage, and English proficiency; psychographics, including lifestyle and media; and attitudes toward traditional gender roles.

Barbie's road to multicultural reinvention - and renewed relevance

This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

Sanitary protection: Evolving category in the changing world of womanhood

This report looks at sanitary protection, the second largest disposable hygiene category globally after nappies, analysing the challenges faced in developed markets, the opportunities in developing countries and key trends in product segmentation, packaging, marketing and distribution.

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