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Research Paper

In this article, Gian Fulgoni, co-founder and chairman emeritus of comScore, shares the insights he gained as a judge reviewing the finalist case studies submitted by companies around the world in competition for the Warc Prize for Social Strategy.

Case Study

This case study describes how not for profit organisation Check One Two triggered a grassroots movement to raise awareness of testicular cancer in the UK.

Article

This article argues that business people, as humans, should be approached like consumers in terms of thinking about their needs and desires, and telling a B2B brand story.

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

Most companies own a portfolio of brands, and metrics can be a valuable tool to measure and model brand architecture outcomes.

Case Study

In 2006, for the third consecutive year, Surf was losing volume and value share. It was perceived as cheap, limiting its appeal to promotion seekers who buy on price.

News

NEW YORK: Apple has emerged as the top brand in an analysis by Landor Associates of Young & Rubicam's Brand Asset Valuator.

News

LONDON: Procter & Gamble, the FMCG giant, is seeking to move into the value sector in the UK, having introduced a new, lower-priced version of Pampers, its nappy brand, in the country.

Article

In this article, WARC Online's media editor, Laura James, analyses the media trends of the published Gold and Silver Award winners from the 2009 U.S.

News

LONDON: Over 10 million consumers traded down to own-label clothes washing brands in the UK last year, showing that brand loyalty has become a "thing of the past" in the sector during the downturn, according to a study by Mintel .

News

CINCINNATI: Following October's launch of Ariel Excel Gel, Procter & Gamble has announced plans to streamline its laundry range over the next five years, culling liquid and tablet variants in favour of the new gel format.

Case Study

Launched in 1999, Activia is a yoghurt brand which contains a probiotic culture with digestive benefits.

Article

This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this from the top, how consumer needs segmentation influences the product offering and how research has developed from being highly rational to much greater awareness of emotional links with consumers.

Case Study

In 2003 the Procter & Gamble Company felt that its Daz laundry detergent, the number four brand in its category in the United Kingdom, had become outdated, thanks in no small part to a long-running advertising campaign perceived as artificial and old-fashioned.

Case Study

The 2002-05 Ariel 'Championship Whites' campaign followed an upgrading of Ariel Bio tablets to improve whiteness.

Case Study

Following eight years of declining market share, Daz embarked on a campaign from 2002-04 to reinvigorate the brand.

Article

This Knowledge Point article suggests that successful brands share a number of common features. An honest appraisal of their current circumstances leads to the development of a differentiating strategy: one based on real insight.

Research Paper

It is one of the accepted wisdoms of sponsorship literature that there should be a good fit between sponsor and sponsored.

Research Paper

In this paper we examine the reasons why the non-use of mail surveys is so prevalent in research in Spain when so many researchers have stressed the low economic costs of this information-gathering method.

Article

In this perceptive article, Anholt examines the changing status of brand America and how its once desirable image and values have become tarnished in the eyes of the world outside the US.

Case Study

The Daz 'Cleaner Close' campaign's challenge was to find a way to reconnect this iconic, yet ageing brand with a new generation of female homemakers in order to reverse a long term decline in its share.

Research Paper

Argues that qualitative group discussion research should no longer depend wholly on the central role of the moderator.

Article

The impact of the internet and time-shifting/VOD services on TV advertising is discussed by Jim Stengel, P&G's global marketing officer, in this 2004 4A's (the American Association of Advertising Agencies) speech.

Research Paper

In 1999 a study asked men around Europe what they thought of their lives: their jobs, their partners, their kids, their friends, women, sex, advertising? How did this differ by age from 21-65 years? How did it differ by country between the United Kingdom, Ireland, France, Germany and Spain? Four years later, the project assessed what had changed.

Research Paper

This paper outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK.