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Article

This report reviews the strategies and priorities of the 15 largest packaged food players in the world, covering the forecasts from 2015-20.

Research Paper

This report describes the results of a Unilever Habits and Attitudes (H&A) study that looked into consumer behaviour and the opportunities provided by listening to social media conversations to pick up emerging signals of change.

Article

This article argues that when it comes to corporate branding, marketers need to move away from cold-corporate branding to more human brands with unique personalities.

Article

This Company Profile from Euromonitor is the third part of three, providing key details and analysis of Nestlé SA in the confectionery, ice cream and condiments sector.

Opinion

A survey, conducted by the the Association of National Advertisers, (ANA) found only 21% of marketing leaders were satisfied with the performance of their global marketing strategy and just 22% were satisfied with how their global marketing is co-ordinated.

Case Study

This set of brief case studies demonstrates how doordrop media have been used to encourage trial for FMCG brands.

Article

This Company Profile from Euromonitor provides key details and analysis of Lotte Group, the owner of brands such as Xylitol.

News

NEW YORK: Major brand owners like AT&T, Visa and NBC are undertaking increasingly ambitious projects connecting digital media with television content.

Research Paper

This paper proposes a new model for how advertising works and how it should be measured. It seeks to demonstrate the importance of measuring emotional response to advertising and illustrates the flaws in conventional pre-testing measures of persuasion, cut-through, and message receipt.

Case Study

Sasso is a popular olive oil brand in Italy but with very mature targets. The brand is seen as being traditional, historical and a bit rigid.

Article

New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.

Article

This paper provides an overview of the global fats and oils industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Case Study

Belgian cooking margarine Solo, owned by Unilever, had been declining at a larger rate than the market average owing to increased competition from soya products, olive oils and low-fat margarines, and the product itself being perceived as old-fashioned and less healthy.

Article

Some predictions for the future of advertising. 1) Social media will come to inform nearly all brand communications, with campaigns like My Starbucks Idea and the Carl's Jr YouTube-fuelled relaunch of its Portobello Mushroom Six Dollar Burger becoming the norm.

Article

Reporting from an IAB-sponsored session on Branded Entertainment at 2010 Advertising Week, Warc's US editor Geoffrey Precourt covers a presentation about a social-media-centric campaign for Bertolli, the upmarket frozen Italian meal brand owned by Unilever.

Research Paper

This paper outlines an experiment that links established pre-testing measures and Brainjuicer's proprietary emotional metric, FaceTrace®, with in-market effectiveness.

News

NEW YORK: PepsiCo and Unilever are among the advertisers seeking to use online branded content to engage with consumers in innovative ways.

News

NEW YORK: Digital media offers a unique way of connecting with consumers, and is now "woven" into all aspects of the marketing strategy employed by Unilever, the FMCG giant, according to Rob Master, its North American media director.

Research Paper

This article examines the generalizability of convex-shaped advertising response functions. Using single-source data, the authors analyzed the response functions of brands in four consumer goods categories.

News

NEW YORK: Major advertisers including Unilever, Kraft and Wal-Mart are increasingly looking to "dollar deals" as they seek to attract US consumers who are cutting back their spending levels in the downturn.

News

ENGLEWOOD CLIFFS: Unilever, the consumer goods giant, is increasingly challenging broadcast networks in the US to develop unique partnerships that will benefit its brands, resulting in an approach that takes the form of a "reverse upfront." The ...

News

BENTONVILLE, Arkansas: Wal-Mart increased its US adspend by 55%, or $300 million (€234m; £210m), last year, with Unilever also upping its outlay by over $60 million in 2008.

News

LONDON: Unilever posted an annual profit of £4.6 billion ($6.7bn; €5.3bn) in 2008, up 28% year-on-year, with revenues up 1% to £35.40bn.

Article

In an earlier Knowledge Point article, “Why is it so difficult to produce world class international advertising?”, the article highlighted the pitfalls to be avoided in producing global advertising.

News

NEW YORK: Ad-skipping – the bane both of advertisers' and broadcasters' lives – is an increasing problem in this era of shrinking marketing budgets and the incursions of the internet.