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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.
Old Spice gentleman hunt
This case study describes how a campaign that combined online content with local knowledge helped Old Spice, the male grooming brand, tap into the confusion over masculinity and reconnect with its target audience.
Heineken Ireland: Heineken DAMOC coolers
This case study explores how Heineken made use of innovative new technology to increase interest in its faltering Heineken Served Extra Cold option.
Wasps Rugby Football Club (RFC): Building a new profitable base for fans
This case study describes how Wasps Rugby Football Club (RFC) built an emotional connection with new target audiences in the UK after its relocation to Coventry's Ricoh Arena through a local, strategic and relevant campaign.
Lynx-Unilever: Black Space
This case study demonstrates how Lynx, the deodorant brand, overcame its immature image among UK men in their early 20s to promote its Lynx Black variant.
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.
This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.
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.
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.
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.
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.
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