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Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

News

LONDON: L'Oréal Paris, the French beauty brand, launched a campaign in the UK last year that featured a man in a cosmetics ad for the first time and now the company's UK general manager says the results have been "phenomenal".

Case Study

This case study describes how Mercury Hard Cider, an Australian cider brand, utilised packaging to reinvigorate sales in the Australian market.

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

Opinion

In recent years, female empowerment has been a hot topic in both adland and broader culture - from the 3% Conference (and their mission to support female creative leadership in agencies) to the lyrics of Beyoncé.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Article

This event report covers how Dollar Shave Club, a digital subscription service for male grooming products, is driving downloads and revenue from its mobile app.

News

HOLLYWOOD, FL: Turner Sports, the broadcasting channel, says it is reaching a whole new audience through its eSports coverage and the Eleague it launched less than a year ago "It's an insanely passionate growth area of the young male demographic," ...

News

LONDON: Marketing to men has largely developed beyond the boorish bloke to embrace modern dads and the "new man" but now needs to evolve yet again and to throw away labels altogether, an industry figure believes.

Case Study

This case study details how Bayer Pharmaceuticals drove awareness of prostate cancer in the US using silent films.

News

MENLO PARK, CA: ESPN, the sports network, believes that mobile represents an increasingly powerful "extension" of its brand, especially among the young, male audience.

Case Study

This case study examines how Renault, an automobile company, advertised the launch of its new model Megane through mobile marketing in the United Kingdom.

Case Study

This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.

Case Study

This case study examines how Dove, a personal care brand, drove awareness of Dove Men+Care and its vision of a nurturing masculinity through video in the UK.

Case Study

This case study details how Unibet, a betting agency, increased brand awareness across seven global markets during Euro2016.

Case Study

This case study details how The Young Men's Project, a project to address suicide in young men, inspired Australian men to talk about mental health.

Case Study

This case study describes how Sportsbet, an online bookmaker, highlighted its responsibility as a business by helping ensure responsible gambling in the Australian market.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.

Case Study

This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.

Case Study

This case study details how Tiger, a beer brand, integrated itself into the Dublin Fringe Festival in Ireland by commissioning sculptures that brought the brand to life and creating a memorable experience.

Case Study

This case study describes how Mercedes-Benz, the German car manufacturer, launched 3 new SUVs into the Italian market with a live broadcast from a drone on Periscope at the F1 Monza GP.

Case Study

This case study describes how Sony, the Japanese technology brand, increased brand consideration and preference for their new Z3 smartphone in the UK, through an experiential stunt that showed a day in the life of a Sony user.

Case Study

This case study shows how Toyota, a car brand, used a high profile sponsorship in order to enhance its brand's premium value and engage with a more affluent audience group in the UK.