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News

SINGAPORE: Marketers must understand the diversity of mothers across Asia's many markets and not take a one-size-fits-all approach, according to a panel of client and agency-side experts.

Article

This article explores how mothers across Asia consume content and explores characteristics of a very diverse demographic.

News

NEW YORK: Asian American and Pacific Islander (AAPI) women are driving the influence and buying power of Asian Americans overall, which is expected to grow exponentially a new study shows.

News

NEW YORK: White women who identify as conservatives are most likely to say they don't see themselves represented in female roles in advertising, movies, and TV.

Article

This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.

News

NEW YORK: Georgia-Pacific, the paper products company, is seeking to ensure its brands are delivering in terms of female equality when it comes to advertising creative, media buying and beyond.

Article

This event report outlines how Georgia-Pacific, the paper-products company, is seeking to advance female equality in advertising.

Article

This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.

Article

This case study describes how a new overactive bladder treatment, Myrbetriq, entered and became the market leader in the category in the US with a high touch campaign that told consumers about 'taking back control'.

Article

This case study describes how feminine hygiene brand Bodyform set out to own online share of voice with minimal marketing investment, by challenging taboos with a provocative film featuring sport, exercise and menstrual blood.

Case Study

This case study describes how Hindustan Unilever integrated digital media to build a multiplatform strategy and brought all of its brands together in its BeBeautiful website, to engage beauty consumers online.

Article

This case study describes how Special K Canada, a Kellogg's brand, had faced 10 quarters of losses as the idea of dieting fell from grace; taking a new approach, the brand invoked feminism and ownership, returning to growth as a result.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.

Case Study

This case study describes how Cambridge Analytica, a UK-based data firm, affected Donald Trump's election chances against Hillary Clinton by identifying a group of previously democratic female voters who were persuaded with an ad spot about Trump's opponent, "Can't Run Her House".

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

Case Study

This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.

Case Study

This case study describes how feminine hygiene brand Stayfree, targeted women in rural India with an infotainment portal on mobile phones.

Case Study

This case study describes how Johnson's Baby used extensive research to build a connection between online and offline to launch its dedicated YouTube channel in India.

Case Study

This case study describes how Nexplanon, a long-term birth control brand in the US, used big data to approach new professional and consumer audiences with the campaign 'ARMOR up'.

Case Study

This case study describes how India Gate Basmati Rice used findings from in-depth research to discover its USP in a generic category to boost loyalty in the Indian rice market.

News

LONDON/SAN FRANCISCO: Women on both sides of the Atlantic have given their verdict about which brands deliver the best positive impression, with retailer Marks & Spencer (M&S) winning in the UK while Band-Aid tops the rankings in the US.

Case Study

This case study describes how World Vision UK, a children's charity, reversed its decline in acquisitions by targeting affluent middle-aged women.

Case Study

This case study describes how Twinings, a tea marketer, launched its brand of sweet green teas, Twinings' Sweet Greens, in the UK market by adapting its existing green tea packaging.

Case Study

This case study describes how Glasgow Life, a charitable sports and culture organisation, and the Federation International de Gymnastique, the competitive gymnastics governing board, designed a new brand identity for the 2015 World Gymnastics Championships in Glasgow.

Case Study

This case study describes how Harrogate Spring Water, a UK mineral water brand, achieved cut through in the tough British water market with a redesigned bottle and a new brand positioning.