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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

PhoneWatch: From Crime to Clicks to Conversions. Success for PhoneWatch following brave creative and media direction change

This case study describes how PhoneWatch, which sells monitored home alarm systems in Ireland, reversed declining sales by using a combination of primarily TV and digital.

Finish UK: Dishes

This case study describes how Finish UK, a UK dishwashing detergent category leader, used a TV ad to change the perceptions of the brand and reversed sales decline.

Whiskas Catstacam: How an Instagram campaign changed the perceptions of a 50-year old brand

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

Lo Kar Lo Baat: Active Wheel

This case study describes how Active Wheel, an Indian laundry brand, used mobile technology to drive sales and brand awareness.

Latest articles

Officeworks: Creating a customer-centric brand

This case study describes how Officeworks, an office supplies chain, achieved record growth by shifting its focus from being product-centric to customer-centric.

Mars Inc (Household and domestic)

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

How Persil reframed Dirt is Good for digital natives

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

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.

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Americas

Monique Dolbin
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Asia Pacific

Ed Pank
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