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Key reading

women

Marketing to women: the new rulebook

Sets out a new way of thinking about marketing to women as old definitions and associations become outmoded. Traditional identity-drivers such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Young women's health, fitness and wellbeing

Topline global trends in attitudes and approaches to health among under-30s women.

Women 2020: How women's actions and expectations are changing the future

Why marketers need to respect the changing role of women in society.

How to market to women

Best Practice paper offering practical tips, examples and recommended reading.
Not a subscriber? Download this sample

P&G tackles a taboo with a digital conversation – 'Like a Girl'

How Always engaged consumers in a new way by changing the conversation.


Latest case studies

The Economist: Raising eyebrows and raising subscriptions

This case study explains the Economist Magazine's effort to onboard younger subscribers, by prompting unseen targets to click, read, and join the prospect pool through provocative messaging.

UK Department for Transport: 50 years of drink driving

This case study details a campaign from the UK government's Department for Transport that, 50 years after the first comms about drink driving, spoke to those hardest to influence through behavioural theory.

L'Oréal: Makeup Genius

This case study explains how L'Oréal Paris, a cosmetics brand, created the first app that used augmented reality, so women could try on makeup anywhere, anytime, using a smartphone.

Peta: Online fur shop

This case study explains how Peta, an animal rights non-profit organization, used an ecommerce platform to change people's behaviour when it came to buying fur in China.

Latest articles

Barbie's road to multicultural reinvention - and renewed relevance

This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

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.

Sanitary protection: Evolving category in the changing world of womanhood

This report looks at sanitary protection, the second largest disposable hygiene category globally after nappies, analysing the challenges faced in developed markets, the opportunities in developing countries and key trends in product segmentation, packaging, marketing and distribution.

Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

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