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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

MasterCard: Mother’s Day powered by the digital and e-commerce engine

This case study describes how MasterCard, the second-largest credit card brand in Asia-Pacific, created a campaign around Mother's Day to improve its competitive offering to customers in different countries.

Vodafone: Between us

This case study describes how Vodafone, the only foreign mobile phone provider in the Turkish market, created a secret alarm app to protect women in the face of domestic violence, which saved lives and strengthened the brand's position as innovative and reliable.

Babyshop embraces showrooming

This case study describes how Babyshop, a Norwegian maternity retailer, created a campaign to turn the practice of showrooming to its advantage, targeting customers in and around physical stores.

Rin: Career ready academy

This case study describes how Rin, a dominant detergent brand in some regions of India, created a mobile "career academy" to improve the career prospects of rural Indian women, and improve brand affinity.

Latest articles

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.

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: Mums

This article discusses recent global statistics, research and insights into mothers.

Marketing to women: the new rulebook

This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

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