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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

Post-it Super Sticky: #4eversticky

This case study shows how Post-It, the adhesive note brand, created a successful social and video campaign in Italy to market its new super-sticky product.

Wyevale Garden Centres: Wyvale Garden Centres - Customer Journey

This case study shows how The Garden Club, the loyalty club of Wyevale Garden Centres in the UK, used a survey to overhaul the customer journey leading to increased average spend.

IKEA: Welcome to Älmhult

This case study describes how IKEA, the homeware retailer, increased the frequency of UK visits through its 'FAMILY' card.

Benjamin Moore: Drafting off of the Big Box

This case study describes how Benjamin Moore, a paint brand in Canada and the US, used its position as a competitor to brands with bigger budgets to reinvigorate its sales.

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

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.

BEHR paints emotional pictures to build its brand

This event report shows how BEHR used qualitative research to gain a deeper insight into the emotions which consumers attach to colour, and thus refine the brand strategy for its paints and stains.

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