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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

Narellan Pools: Diving into data for Narellan Pools

This case study shows how Australian swimming pool builder, Narellan Pools, accelerated business growth by using Big Data to target customers at the precise times they were most likely to buy a pool, with creative focused on the "first dive in moment", identified as a powerful motivator in buying.

Febreze: WYGS Noseblind

This case study explains how Febreze, the odor elimination brand, persuaded people that they had become immune to smells to increase sales in the UK and Ireland.

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.

Rin: Career Ready Academy

This case study describes how Rin, an Indian laundry detergent brand engaged with women in rural communities with an educational programme via mobile phone.

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.

Focus on storytelling has happy ending for Georgia-Pacific

This event report addresses how Georgia-Pacific, the paper products manufacturer, has used storytelling to engage consumers.

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.

Adstats: Household products adspend

This brief article rounds up some statistics regarding household products adspend.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
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Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com