AkzoNobel Paints: Cultural insights

This article describes pilot research in China by AkzoNobel, the paints and chemicals multinational and owner of the Dulux brand, which sought to create a global bank of cultural insights to underpin existing consumer knowledge.

AkzoNobel Paints: Cultural insights

Sarah King, Amy Tomkins, Elisa Birtwistle, Bill Marshall and Nathan TaylorThe Futures Company and AkzoNobel

Summary

AkzoNobel approached us with a dream brief: the ambition to create a global bank of cultural insight to underpin their existing consumer, category and brand understanding. We devised a scalable and innovative methodology to develop a rich insight resource and opportunity platforms for each market, with China as our pilot.

Our methodology enabled us to create and refine hypotheses, using AkzoNobel's existing insight, our Global MONITOR trends data and fresh insight from cultural experts to identify areas defining the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands