Article
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Joeri Van den Bergh, WARC Best Practice, June 2018
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
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Stephen Whiteside, Event Reports, IAB Data Symposium, December 2017
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
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04 January 2018
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
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Stephen Whiteside, Event Reports, Attribution Accelerator, October 2017
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
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Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2017
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
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Geoffrey Precourt and Stephen Whiteside, Event Reports, ANA Multicultural Marketing and Diversity Conference, November 2017
Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.
Case Study
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SABRE Awards, Best in Show #3, Influencer Endorsements and Paid/Unpaid Product Placement, In2 North America, 2017
Cosmetics brand COVERGIRL used social media and PR to announce its new, male, brand ambassador in the US.
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.
