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Article

This Company Profile from Euromonitor provides key details and analysis of GlaxoSmithKline, the owner of brands such as Aquafresh and Sensodyne.

Opinion

The DBA Awards were published on warc.com earlier this month. These awards recognise design projects that are creatively and commercially effective.

Case Study

This case study describes how a complete relaunch of oral care brand Aquafresh for Kids achieved impressive sales growth and increasing reach to parents and children.

Case Study

This case study demonstrates how an office design for GlaxoSmithKline Consumer Healthcare (GSK CH), a division of the pharmaceutical company, improved performance, awareness of the company's vision and brands, and staff pride among employees in the UK.

Article

This article argues that the successful brands of the future will place consumer needs at their centre, rather than the more traditional approach of building a product and then marketing it to consumers.

Article

This briefing offers an overview of the history, theories and key trends related to Brand Launches.This short report outlines different arguments about how to brand a new product, especially after the rise of social media and collaboration-based marketing.

Case Study

In 2010, Aquafresh toothpaste was under pressure in South Africa from the decision of its rival, Colgate, to change the volume, price and packaging of its 100ml tube.

Case Study

In South Africa, Aquafresh, the GlaxoSmithKline oral healthcare brand, wanted to ensure it remained relevant to its core audience of mothers and their children in a tough economy.

Article

With the rise of social media, a brand’s image is no longer the solely the creation of marketers but also depends on the conversations and experiences of millions of consumers.

Article

This report summarises a range of consumer-centric methodologies in the field of new product and innovation research, as discussed at the MRS's Innovation conference.

Case Study

Sales for the Aquafresh Kids range of toothpaste have increased by 144% in the UK market over the past four years.

Article

Digital has and continues to change the whole world of media and advertising, and where previously the media were structured and utilised in a linear and generally 'siloed' fashion, they are now merging and overlapping, creating a 'media flow'.

Article

Games generally have a simple proposition: play with us and we will reward you. The strategies employed by games designers to draw in gamers play to some core and complex human emotions and are therefore are of interest to marketers.

Article

Michael Andrew and Uli Veigel from GREY Dusseldorf look at how recent developments in neuroscience have enhanced understanding of how to create effective advertising.

Case Study

Fourteen million people a year suffer from bleeding gums. This paper outlines how from 2008–2009 ‘The Campaign for Healthy Gums’ meant Corsodyl gained the biggest growth from one of GSK’s smallest brands, through hard-hitting advertising which mimicked public service announcements showing the shocking impact of gum disease.

News

NEW YORK: Major marketers including Johnson & Johnson, Coca-Cola and Whirlpool are placing a heightened emphasis on innovation, as they seek to drive growth both during and after the downturn.

Article

Social networking websites are playing an increasingly fundamental part in the social lives of young adults, making them a potentially attractive – and lucrative – opportunity for advertisers.

Article

This article, by Laura James, WARC Online’s Media Editor, reports on the “TV on a Shoestring” conference, hosted by the industry body Thinkbox.

Article

This paper summarises the key findings of "Social Media Futures - The future of advertising and agencies in a networked society", a report published by the Institute of Practitioners in Advertising.

Article

This article discusses the key findings from the latest European Entertainment Futures report from the Future Foundation research consortium, which explores the trends impacting on European consumers' experience and participation of existing and emerging forms of entertainment.

Article

In this article, James Aitchison, Managing Editor of WARC Online, discusses WARC's Word of Mouth Marketing Awards 2008.

Case Study

This case study demonstrates how Aquafresh Iso-Active used social network marketing to win brand engagement as part of its launch campaign.

News

LONDON: Seven entries have been shortlisted for prizes at the inaugural Word of Mouth Marketing Awards, organised by WARC in association with WOM UK .  Case studies shortlisted include campaigns for  O 2 Aquafresh, Axe/Lynx and STA Travel .

Article

The advertising industry needs to evolve and develop a new business model, but three pitfalls have created a vicious cycle which keeps the advertising industry glued to the past.

Article

This Knowledge Point article argues that with increasing fragmentation leading to a long media tail, it is usually necessary to use multiple media to reach your target audience.