Article
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Euromonitor Profiles, December 2016
This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.
News
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12 December 2016
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
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Ken Beaulieu, ANA Magazine, November 2016
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
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Low Lai Chow, WARC Exclusive, November 2016
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
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Tania Yuki, Journal of Advertising Research, Vol. 55, No. 4, 2015, pp. 458-470
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
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Euromonitor Profiles, October 2015
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
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05 June 2015
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
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Effie Worldwide, Silver, North America Effies 2015
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
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Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015
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
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WARC Exclusive, February 2015
This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.
Research Paper
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Esther Franklin, Journal of Advertising Research, Vol. 54, No. 3, 2014, pp. 259-262
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
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Institute of Advertising Practitioners in Ireland, Gold, AdFx Awards, 2014
This case study describes the launch of Daily Million, a daily draw game from the National Lottery in Ireland.
News
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22 August 2014
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
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Rachelle Headland, Admap, July/August 2014, pp. 24-25
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
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Effie Worldwide, Gold, North America Effies 2014
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
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Matthew Carlton, Event Reports, Advertising Week Europe, April 2014
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
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25 October 2013
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
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Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report describes how Procter & Gamble (P&G), the FMCG giant, reaches American millennials through their mobile devices.
Article
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David Tiltman, WARC Trends, January 2013
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.
Case Study
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Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012
Coca Cola's Diet Coke was struggling to recruit a new generation to the brand in the Irish Republic.
Article
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David Tiltman, WARC Trends, June 2012
This is the summary version of a Warc Trends report on shopper marketing (a full version of the report is also available on Warc).
Article
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David Tiltman, WARC Trends, June 2012
This is the full version of a Warc Trends report on shopper marketing (a summary version is also available on Warc).
Case Study
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Effie Worldwide, Silver, North America Effies 2012
In 2011, P&G needed to convince "Want-It-All" shoppers that P&G's beauty brands were equal to American department store brands and also get retailers excited about supporting the program, without innovation or new product launches.
News
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21 March 2012
CINCINNATI: Procter & Gamble, the FMCG giant, is generating significant revenues through licensing some of its brands and technologies to other firms.
Case Study
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ARF Ogilvy Awards, Silver, Shopper Marketing, 2012
COVERGIRL, a US cosmetics brand owner, aimed to reach recession consumers who were cutting back on non-essentials with this campaign.
