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Key reading


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

A paper exploring how women act as catalysts for change, today and in the future. It argues that marketers should respect the changing role of women in society, and the deep repercussions of this shift for both popular and consumer culture around the world.

Midlife Women: Embracing power and avoiding invisibility

This paper analyses the state of women aged 45-64 years old, using an international perspective.

Do men and women respond differently to ads?

Research which measured gendered emotional responses to ads by creative approach.

How to market to women

Best Practice paper offering practical tips, examples and recommended reading.

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

Clinique: Smart Beauty

This case study shows how Clinique, a global premium skincare brand, launched two new products into the Australian market, cementing the brand as a leading skincare innovator.

Prince: Princeland

This case demonstrates how Prince, a heritage biscuit brand from France and Belgium, reinvented itself for young prospective consumers whilst maintaining its appeal to the children's mothers.

Fairy Liquid: The longer lasting brand legend

This case study demonstrates how Fairy washing-up liquid reconnected people in Spain and the UK emotionally with the brand as well as reassured them that Fairy was worth paying more for.

Olay: Stepchanging digital to drive purchase intent with search and consumer ratings & reviews

This case study shows how Olay, the skin care brand, included digital search and content generation into its previously traditional media campaigns, to grow brand awareness and purchase intent in Thailand.

Latest articles

Know the audience: Mums

This article discusses recent global statistics, research and insights into mothers.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Young Women's Health: Global attitudes towards health, fitness and wellbeing among the under 30s and market impact - executive briefing

This article highlights topline trends in young women's approach to fitness and health across the world.

Marketing to women: Glass lions and shattering the glass ceiling

This article outlines four key changes in how India's brands are targeting women, and the evolution of Indian women as a consumer superpower.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200