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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

Powerade: Workout Billboards

This case study shows how Powerade, the soft drink brand, created a 'Workout Billboard' in Germany to excite thousands of people over 3 weekends in 3 major cities.

Treboom Brewery Bottle Range

This case study describes how the microbrewery Treeboom utilised a high visual impact and innovative packaging to launch a bottled range of its beers that stood out from the crowd.

UN Women: Give Mom back her name

This case study looks at a campaign from UN Women that took place in Egypt to disrupt the peculiar local taboo that prevents men from saying their mothers' names.

Mike's Hard Lemonade: Mikehacks

This case study explains how Mike's Hard Lemonade, an American alcopop brand, created a campaign to connect with a millennial audience through 'mikehacking' a play on the trend of lifehacking.

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.

Know the audience: The affluent

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.

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

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.

How Nike adapts ‘Just Do It’ to work across cultures

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200