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Key reading


The ideal man: The challenge of national cultures for global brands

This TNS report sets out cultural comparisons based on different concepts of the 'ideal man' from around the world. It argues that the brands most likely to win are those closely aligned with consumer needs – rooted in distinct cultures.

How to market to men

Best Practice paper offering practical tips, examples and recommended reading on men.
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How men shop for personal grooming products

Results from a study of 10 countries looking into young men and personal care brands.

Do men and women respond differently to ads?

Research measuring gendered emotional responses to ads by creative approach.

Young men's attitudes towards health, fitness & wellbeing

Euromonitor's global report analyses both attitudes and the implications for marketers.

Latest case studies

The new Opel Astra upsets the luxury class

This case study describes the launch of a new Opel Astra car model in Germany and Spain, targeting social climbing, high income men.

Nike: Spark Brilliance

This case study describes how Nike, a US sports brand, used innovation to inspire its target audience and got them excited about the launch of the new Turkish National Jersey, produced by Nike, during the Turkish National Team friendly games before the Euro Cup.

How Heineken won Rugby World Cup 2015

This case study shows how Heineken Ireland, a global beer brand, built a strong communications campaign and delivered on commercial objectives during the Rugby World Cup (RWC) held in Ireland.

Paramount Pictures International, MEC, and Phunware Rev Up Mobile Advertising for 'Mission: Impossible - Rogue Nation'

This case study describes how Paramount Pictures International revved up mobile advertising for "Mission: Impossible - Rogue Nation" to generate awareness of the film.

Latest articles

The changing face of the beauty customer

This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.

Unilever's formula for avoiding advertising stereotypes

This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.

Blurred lines: Exploring contemporary attitudes to gender portrayal in the media

This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.

Four ways to make your ideas more effective: Insights from the 2014 IPA Effectiveness Awards winner

This event report looks at the story behind the development of a campaign that won top honours in the 2014 IPA Effectiveness Awards and offers some useful advice to planners.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
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