Article
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Euromonitor Profiles, July 2018
This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.
Article
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Euromonitor Profiles, June 2018
Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.
Article
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WARC Best Practice, June 2018
Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.
Article
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Gian M. Fulgoni, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 146-150
This article examines the impact and ramifications of the explosion of digital commerce and analytics.
Research Paper
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Stacy Wood, Stefanie Robinson, and Morgan Poor, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 165-176
Mainstream brands are increasingly introducing environmentally-friendly lines to compete with successful niche "green" brands, but are there unique challenges for mainstream brands that go green? The authors posit that mainstream brands' green offerings can suffer when the environmental-friendliness of the product is promoted through visual cues at the point of purchase.
Article
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Euromonitor Profiles, May 2018
Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.
Article
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WARC Best Practice, May 2018
Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.
Case Study
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SABRE Awards, North America, Consumer Products, 2018
Kingsford Charcoal, a charcoal brand, created the Stand With Ribs campaign in the US, featuring NFL star Vince Wilfork, to create demand, and drive sales of, its new long-burning product.
Research Paper
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Kimberly R. Clark, Kenneth R. Leslie and Matthew Tullman, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017
The US Advertising Research Foundation commissioned a study to prevent widespread adoption of mobile ad-blocking software.
News
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04 January 2018
SEATTLE: Major FMCG advertisers like Procter & Gamble and Clorox are reported to be talking with Amazon about how they can promote their products via Alexa, the e-commerce giant’s voice assistant.
Opinion
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David Tiltman, November 2017
We’re getting ready to launch Toolkit 2018 – our guide to tackling some of the biggest challenges brands currently face.
Case Study
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Case Studies on WARC, 2017
Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.
News
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24 October 2017
ORLANDO, FL: Marketers must find a more refined balance between building their brands and meeting short-term objectives, according to Eric Reynolds, the CMO of Clorox.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Conference, October 2017
Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.
News
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18 October 2017
ORLANDO, FL: Clorox, the cleaning brand, successfully managed to overcome a case of “short-termitis” by taking a more human-centric, and purpose-driven, approach to marketing.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2017
Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.
Article
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Michael J. McDermott, ANA Magazine, B2B Marketer, September 2017
Discusses the emergence of data virtualization technology and explains how B2B marketers can use it to their advantage, with reference to a success story from Syngenta, a global agribusiness.
Article
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Kari Shimmel and Marcia Lorente, Admap, September 2017, pp. 26-27
This article shows how brands that wish to understand and anticipate the customer experience can do so by using customer experience journey maps to make marketing plans more actionable.
Case Study
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Effie Worldwide, Bronze, North America Effies, 2017
This case study shows how Johnson & Johnson, an over-the-counter pharmaceuticals brand, teamed up with Kleenex and Clorox to develop the 'College Care Essentials' campaign which created a total care solution for parents and their independent college students in the US.
Article
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Euromonitor Profiles, April 2017
This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.
Article
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Michael J. McDermott, ANA Magazine, April 2017
This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.
Article
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Euromonitor Profiles, March 2017
This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Sofina, Merries and Biore.
News
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06 March 2017
LONDON/SAN FRANCISCO: Women on both sides of the Atlantic have given their verdict about which brands deliver the best positive impression, with retailer Marks & Spencer (M&S) winning in the UK while Band-Aid tops the rankings in the US.
News
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21 February 2017
NEW YORK: Clorox is among a small number of major brands which have experimented with the use of crowdfunding platforms as a marketing tool to drive awareness, engage consumers and launch new products.
Case Study
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SABRE Awards, Trade Shows & Awards, In2 North America, 2017
Clorox Healthcare, a hygiene brand for medical environments, promoted a nasal antiseptic product through PR and social media in the US.
