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Opinion

CES 2020 delivered its usual mass of cutting-edge innovation, but also displayed a practical streak, as various big-name marketers demonstrated their growing tech savvy. WARC’s Stephen Whiteside was on the ground in Las Vegas to observe this blurring of two worlds.

Case Study

Charmin, a brand of toilet paper, unveiled its RollBot, a toilet paper robot, at CES, the world's largest tech and innovation trade show in the US.

News

Samsung, the electronics giant, is finding new ways to engage and serve older consumers, who could often benefit from using smart digital tech in their daily lives.

News

Whether it’s brand building, partnerships or media, Procter & Gamble is set on reinvention as the way to deliver better consumer experiences and drive growth in coming years, according to the CPG giant’s chief brand officer.

News

More brands will be taking a stand on social issues in 2020 in response to consumer expectations, according to a new trend report by Kantar.

News

Rather than vacuum up every statistical nugget allowed by law, Apple believes that “data minimization” – collecting and processing the smallest amount of information necessary to provide a service – is the best policy.

News

Eargo, the direct-to-consumer hearing-aid company, is putting brand trust at the heart of its strategy as it encourages consumers to buy a product they cannot easily test before making a purchase.

Case Study

Aflac, an insurance company, expanded the role of its icon, the Aflac Duck, into a philanthropic force to support children with cancer in the USA.

Article

Computers and peripherals sees a volume decline in 2021, although laptops is the exception and is able to maintain growth.

News

When radio company SiriusXM bought streaming service Pandora, it was assumed the two would simply merge, but a year later SiriusXM is now focused on building on the respective strengths of the two brands.

News

FedEx, the logistics company, is measuring consumer emotion as a means of tracking the most significant pain points in the customer journey.

News

Procter & Gamble, the consumer-packaged goods manufacturer, is leveraging a philosophy of "constructive disruption" as it adapts to new shopper demands, Marc Pritchard, the firm’s chief brand officer, explained at CES 2020.

News

At first sight, retail giant Walmart appears an unlikely candidate to disrupt US healthcare, but the opening last September of its first health center, in Dallas, Georgia, signals a possible new direction for the business.

News

GQ, the lifestyle publication, successfully found a way to tap into consumers’ passion for sports by developing a brand extension that provides a unique insight into the lives of athletes.

Article

PepsiCo, the food and beverage company, is seeking to engage on-the-go Millennials with ads shown alongside premium mobile-first content.

News

The National Hockey League (NHL) is putting the human stories of its athletes at the heart of efforts to connect with fans in new and compelling ways on social media.

Case Study

BMW, an automobile brand, redefined consumers’ perceptions of electric vehicles (EVs) in terms of sound and generated excitement around EVs of the future.

News

ViacomCBS’s Pluto TV has launched the first stage of a major ad campaign for 2020 in the US worth $30 million as the battle between free, ad-supported TV streaming services hots up.

News

Walgreens, the pharmacy retail chain, is developing “a portfolio of last-mile solutions” to meet evolving consumer needs, according to its global CMO.

Article

Eargo, a direct-to-consumer hearing-aid brand, is seeking to transform a giant industry that impacts millions of consumers.

News

Mobile streaming platform Quibi has already sold out 12 months of ad inventory before its April launch and PepsiCo is among those companies anticipating that appearing on the new platform can help its brands augment their cultural cachet – and effect

Article

Procter & Gamble, the consumer packaged goods manufacturer, is transforming its marketing operations to ensure its messaging remains impactful and relevant to consumers.

Article

Audible, the audiobook and podcasting platform owned by Amazon, successfully ran a test campaign that leveraged the power of 5G cellular networks.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is pursuing an approach called “constructive disruption” as it seeks to deliver innovative, compelling products.

Article

Procter & Gamble, the consumer goods giant, believes that in-person observation still plays a vital role in the research process, despite the growing availability of digital data.