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Opinion

Every year a few strong trends dominate the marketing industry. This year was supposed to be about blockchain, artificial intelligence, machine learning and the rise of the consultancies, but one subject has emerged to overshadow the rest.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Article

Bayer, the pharmaceutical company, has ramped up its focus on digital data as a means of fueling business value.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson in the consumer health category.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

Article

This Company Profile from Euromonitor provides key details and analysis of Sanofi-Aventis.

Article

Some audiences – especially young people – are migrating to video-on-demand services from their tradtional TV broadcasters, and this offers challenges (consistent measurement) and opportunities (VOD-specific commissioning) for media owners.

Article

This Company Profile from Euromonitor provides key details and analysis of Reckitt Benckiser, the owner of brands such as Mucinex and Gaviscon.

Case Study

Bayer, a pharmaceutical brand, made its product relevant to a new audience in the US by focusing on its life-saving capabilities.

Case Study

Dr. Scholl's, a footwear and foot care brand, launched a creative platform that repositioned its brand as one that provides support for every step of life, in order to reach a broader audience in the US.

Case Study

Bayer Aspirin, an aspirin brand produced by Bayer Healthcare, promoted the life-saving power of aspirin when it comes to heart attacks by sharing the stories of eight Americans with the most popular last name, Smith.

Article

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Gunn Report

Looks into which Asian campaigns, along with the agencies that have worked on campaigns in the region, have performed best over the past year.

Case Study

Bayer, a pharmaceutical and life sciences company, used PR to celebrate the fifth anniversary of its Bayer Bee Care Program and launch its Feed a Bee campaign in the US through a multi-faceted integrated communications program.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

Article

Details some of the guidelines O2 uses for developing new digital services and communications, in addition to how they should come to life conceptually, structurally, visually and verbally.

Article

Surveys some ways in which market research organisations need to adapt their mindsets to stay relevant in the modern insight pipeline and data dispensation, as facilitated through technology.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

Pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

Case Study

Yasmin, a contraceptive pill brand, increased sales in China by educating young people about safer sex in a country where the subject is taboo.

Case Study

This case study explains how BASF, a global manufacturer of crop protection products, radically reconsidered its brand and the people it serves through its 'Grow Smart' campaign in the US.

Case Study

This case study shows how Bayer Consumer Care's brand 'Berocca' reinvented its purpose in Australia, from restoring after a big night to preparing for a big day.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Case Study

This case study shows how Canesten, a vaginal medication brand, successfully overturned its declining sales in Hong Kong by creating an original web series that allowed women to learn and talk about vaginal yeast infections.