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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.
BMW Group and BMW of North America: Eyes on Gigi
This case study describes how BMW, a German car maker, used immersive and interactive video content to drive awareness of BMW M2 vehicles.
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.
Three does All It Takes for the Irish Rugby Team
This case study explains how Three, a communications brand, created awareness of its sponsorship of the Irish rugby team with the help of an integrated campaign.
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.
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.
Gender and the media: investigating audience opinions on TV, radio and the Internet
In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.
Connect, define and translate: developing a new fragrance for Giorgio Armani
This event report looks at the research that goes into developing a new fragrance and how a degree of rationality can be applied to what is essentially an emotional experience.
The neuroscience behind 'Epic Split' by Volvo Trucks
This article discusses a project that used neuroscientific research to track the effectiveness of Volvo's 'Epic Split', one of the most celebrated ads of recent years.
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