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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.
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.
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.
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.
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.
Point of view: The gender-neutral Korean
This article explores the dual aspect of Korean society in which one side is gender defined, and the other is gender neutral, and how are brands responding to this.
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