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Key reading

Dawn duckling

How Procter & Gamble research validates emotional marketing

Research from Procter & Gamble on the impact of emotional advertising went on to inform some of the company's big ad campaigns. The research showed that ads yielding an emotional response were more likely to be successful.
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Why 'Dirt is Good' for profit and people

Why a Unilever detergent brand campaign is a good example of a brand maximising profit by doing good.

Mythbuster: The relevance of 'relevance'

Les Binet and Sarah Carter discuss the importance of ad relevance, using the example of paint brand Dulux.

Kimberly-Clark's programmatic strategy

This event report discusses how household brand owner Kimberly-Clark first explored programmatic ads.

Household & Domestic company profiles

Euromonitor data and analysis on the sector's major companies.


Latest case studies

Persil: Free the Kids

This case study describes how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

IKEA hej Community

This case study shows how Ikea, the homeware brand, engaged with German customers with its IKEA Hej co-creation platform to involve them in every stage of the journey from design to purchase.

IKEA: The Great Sleep

This case study describes how IKEA encouraged customers in Germany to think about their lives in a way that would promote the everyday relevance of the brand.

Valspar: Color for the colorblind

This case study details a campaign by Valspar, an American paint company, to differentiate itself from other manufacturers by giving colour back to the colourblind.

Latest articles

Makers revolutionize making! How to derive insights from subversive consumer practices

This paper examines the reasons and consequences of the Maker Movement, a trend or revival of classic DIY, by looking at its social, economic and market nature and impacts.

The new rules of marketing, according to Mars

This event report outlines how Mars, manufacturer of confectionery, pet food and other food products, is taking a four-pronged approach to evolving its core brands to keep them relevant and overcome consumer indifference.

Brand building in the digital age: lessons from Sharp and AO.com

This event report looks at how two businesses operating in the home appliances sector have approached the task of building a brand and come to similar conclusions from different directions.

How to rebuild, retool and re-swagger a marketing department

This event report outlines how ADT, the security company, reinvigorated its marketing department at a time when its business was moving into the connected home arena.

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Asia Pacific

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