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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.
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.
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.
The Hornbach Spring Collection
This case study shows how the German home improvement store chain Hornbach engaged its key target audience of DIY enthusiasts through a campaign that reinforced that the brand shared in their passion.
Active Wheel: Lo Kar Lo Baat
This case study describes how Active Wheel, a challenger detergent brand in northern India, created a free phone call platform for families of migrant workers to encourage users of other brands to switch to Active Wheel.
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.
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.
General Electric Co (GE) (Household and domestic)
This Company Profile from Euromonitor provides key details and analysis of General Electric Co.
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.
Adstats: Household products adspend
This brief article rounds up some statistics regarding household products adspend.
Clorox Co (Household & domestic)
This Company Profile from Euromonitor provides key details and analysis of Clorox, the owner of brands such as Brita filters and Burt's Bees.
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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