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News

LONDON: Traditionally male brands such as Unilever’s Axe deodorant and Arcadia’s Topman retail chain have adopted a modern approach to masculinity in their marketing efforts, in contrast to the toxic masculinity that has damaged both ...

Article

Global strategies, campaign updates and trends in the hair care category.

Article

The way brands speak to young men is changing to incorporate a more realistic, more sensitive idea of what it is to be a man, at a time when suicide among young men is at an all-time high.

Article

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Gunn Report

Contains the creative for the 'Nicknames' campaign for Axe by the agency Ponce in Argentina.

Opinion

David Chriswick, Head of Brand Strategy at DigitasLBi Chicago and a judge in the Effective Use of Brand Purpose category in the 2018 WARC Awards, talks to Lucy Aitken about what brands can learn from last year's winning Whirlpool paper, which he co-authored, and shares his favourite examples of effective brand purpose.

Research Paper

The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.

Case Study

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.

Case Study

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Case Study

Baileys, an alcoholic drinks brand, conducted a global, cross-category study to understand how indulgence differs depending on cultural beliefs and different social functions.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Case Study

The Ministry of Culture, Community and Youth (MCCY), a Singaporean government department, inspired young people to feel more confident in their resilience in the event of a crisis through emotional storytelling.

Case Study

Axe, a male fragrance brand, attracted a new generation of men to its brand with the 'Find Your Magic' campaign, launched in the US.

Case Study

AXE, a deodorant brand, created a hub and video series for young men in Indonesia to help them on their journey of self-discovery via advice and true stories from brand ambassadors.

Case Study

Unilever's deodorant brand Axe Target achieved its marketing goals through innovation on radio combined with the use of mobile.

Case Study

This case study details how AXE, a men's fragrance brand, inspired men in Indonesia to embrace individuality through its 'Find Your Magic' campaign, which celebrates the journeys of three Indonesian men.

Case Study

Axe, a men's product brand, developed the 'Find Your Magic' campaign in South Africa to engage with 18- to 25-year-old consumers, by increasing its local relevance.

Case Study

Axe, a men's products brand, created the Find Your Magic campaign to increase sales across Africa amongst 16- to 26-year-old men with a keen music interest.

Case Study

Ben & Jerry's, an ice cream brand, launched a campaign in Spain to raise awareness and tackle social issues, focusing on a relevant environmental issue at a local level.

Case Study

Axe, a deodorant brand, developed a campaign in Spain to redefine its brand in order to become more relevant and raise awareness.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.