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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.
Turn off to turn on for Durex
This case study demonstrates how Durex, the sexual well-being company, used Earth Hour to help change its perception to a fun and playful brand.
This case shows that Gillette, Europe's biggest shaving brand, made body shaving, and thus buying a specific body razor, feel socially acceptable.
adidas: Luis Suarez - Brand Strategist
This case study details how adidas, a sportswear company, used social media and a controversial stance to promote its range of football boots.
Mobil Delvac: Behind the wheels
This case study describes how Mobil Delvac, a motor oil brand in the US, increased its brand loyalty by focussing on customers rather than the product in its media campaign.
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.
This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.
This article summarises a study of 10 countries into how young men are shopping for personal care and grooming products, finding that they are becoming increasingly engaged in the industry and are more likely to be influenced by advertising than women.
Packaging the Johnnie Walker Collection
This article discusses Diageo's campaign for the JW Collection, made up of four miniature whisky bottles, which employed premium contemporary packaging to increase desire and devise sales.
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.
Trends Snapshot: eSports – A new type of sponsorship opportunity
This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.
"Drinkable ads" put fizz into Coke Zero's marketing
This event report addresses how Coke Zero – a low-calorie carbonated drink in Coca-Cola's portfolio – rolled out an innovative campaign seeking to drive consumer trial.
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