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Article

Discusses key characteristics that can help marketers prioritise strategies to bond with the up-and-coming consumer generations and outlines case studies from across the world of brands that are successfully connecting with NextGen consumers.

Article

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.

News

NEW YORK: Coty, the beauty company, has adopted a “glocal” approach to analytics as it seeks to maximise the impact of the data at its disposal.

Article

Coty, the beauty company, has adopted a "glocal" approach to analytics in order to deliver locally-relevant insights while still setting core standards globally.

Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

Case Study

Cosmetics brand COVERGIRL used social media and PR to announce its new, male, brand ambassador in the US.

News

BALTIMORE/NEW YORK: CoverGirl, the make-up brand, has launched what it says is the first influencer marketing campaign involving chatbots and has seen 91% positive sentiment about the initiative so far.

Article

This article relates an interview with Jim Speros, longtime financial marketer and the first marketing boss to place an online banner ad, in which he looks back at his career.

Article

This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.

Research Paper

From January to October 2015, U.S. brands published 35 million posts across Facebook, Twitter, and Instagram, sparking 65 billion actions with social audiences (i.e., comments, shares, re-Tweets, etc.).

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Vicks, Metamucil, Pepto-Bismol and Prilosec OTC.

News

NEW YORK: American Greetings, Procter & Gamble and Newcastle Brown Ale were among the multiple winners at last night's 2015 North American Effie awards, picking up golds in a number of categories.

Case Study

This case study explains how P&G, the multinational consumer goods company, re-imagined its 'best in beauty' campaign to be more relevant to women in the US.

Article

This event report outlines how Procter & Gamble, the FMCG giant, is blending scale and agility to tap the diverse possibilities now offered by the digital marketing ecosystem.

Article

This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.

Research Paper

This paper argues that too much of what we see in marketing - while tolerant and inclusive toward Black-Americans - is neither entrenched nor rooted in their experiences or cultural insights.

Case Study

This case study describes the launch of Daily Million, a daily draw game from the National Lottery in Ireland.

News

NEW YORK: The trend towards real-time marketing has taken another step with cable music channel MTV dedicating a production truck to the creation of content during the annual MTV Music Video Awards show.

Article

This article shows why 'retail-out' marketing strategies which should replace 'shelf back' strategies, given that purchase journeys do not take a predictable shape.

Case Study

This case study explains how Procter & Gamble, the multinational consumer goods company, partnered with Walgreens, the US retailer, and the People's Choice Awards to increase sales of P&G beauty products and improve Walgreens' positioning.

Article

This report describes the characteristics of the "omnishopper", consumers who have embraced the technology that allows them to shop whenever and wherever they want, and discusses their effect on brands.

News

NEW YORK: Oreo stands out as an exception among CPG brands which are finding it difficult to engage online audiences, new research has said.

Article

This event report describes how Procter & Gamble (P&G), the FMCG giant, reaches American millennials through their mobile devices.

Article

Warc's Toolkit 2013, in association with Deloitte, distils the smartest new thinking and best practice in marketing into a guide for the year ahead.