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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.

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.

Case Study

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

Case Study

This case study shows how Elevit, a prenatal vitamin supplement brand, increased sales by finding a creative solution to regulatory obstacles in China.

Case Study

This case study explores how Elivit, a brand that provides pre-natal multivitamin supplements (PMVS), developed a campaign to enable Chinese couples to become closer during pregnancy.

Article

This article describes how Copa90, the football website, is preparing for the new media landscape that waits for the 2018 World Cup Finals in Russia.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Case Study

This case study details how Bayer Pharmaceuticals drove awareness of prostate cancer in the US using silent films.

Case Study

This case study shows how Kohl's, a department store in the US, created a social media driven campaign in order to engage with a wider audience and increase sales.

Article

This article considers the need to develop a patient-centric added-value marketing approach in healthcare, taking in therefore the patient's wider needs to retain meaningful relationships.

Article

This article outlines a case study for Bayer Consumer Healthcare's Bepanthen babycare skin cream that supported new mothers through educational reassurance.

Article

This article describes the changes that are taking place within the US healthcare ecosystem, and argues that traditional solutions no longer work for the system or the patient.

Article

This article explores new research about how the US population can be convinced to engage in preventative behaviours when it comes to healthcare.

Article

This article suggests that people are more concerned with taking ownership over personal health and wellness - there is a significant opportunity for healthcare marketing to bring design-led creativity and tech to deliver a personal experience.

Article

This article looks at building a brand under difficult circumstances: limits on licences, unwavering adherence to factual truth, and appeals to rational decision making - all critical to market prescription medicines.

Article

This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

Article

This article introduces a series of papers addressing the issue of healthcare marketing.

Article

This article looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

News

LONDON/SAN FRANCISCO: This is a "golden era" for traditional media, according to an industry figure who argues that data and technology are enabling marketers to add value to their television buying.

Article

This article explores the challenges that mobile programmatic can offer solutions to, with advice on strategy and real-time data.

Article

This article explains how, as programmatic is taking an increasingly large share of digital budgets, brand data needs to play a key role in both targeting and creative development.

Article

This article explores using new world, or programmatic principles to access the most granular data and latest technology to reach highly targeted TV audiences.

Article

This article examines the four main stumbling blocks to programmatic creative.

Article

This article explains programmatic advertising: the technology, terminology and opportunities, with advice on how to get started, the challenges it poses, and what the future might look like.