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Key reading

men

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.
Not a subscriber? Download this sample

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

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.

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.

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.

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.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com