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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.
PepsiCo: Sting Launch
The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling tactics to launch the brand and redefine the sector in Egypt.
Toyota GB's 2015 Sponsorship of the ECB
This case study shows how Toyota, a car brand, used a high profile sponsorship in order to enhance its brand's premium value and engage with a more affluent audience group in the UK.
Renault Kadjar: Renault's Innovative Use of a Mobile Device: Headphones targeted messaging
This case study explains how car manufacturer Renault used headphones to launch a new SUV, the Kadjar, through mobile phones in Turkey.
Mountain Dew Kickstart Comes Alive
This case details the launch of Mtn Dew Kickstart, a soft drink brand owned by PepsiCo, which targeted young men in the US.
Social insight for gender differences in navigation
This paper describes a research project for HERE, a global location data company, which wanted to understand why the majority of users of its smartphone location app were male and how it could better appeal to women.
Domestic Dudes: The story of a new consuming class
This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.
Understanding a Man’s Online World: Quality matters - inspirational, provocative, transformational insights from men’s world
This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.
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.
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