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News

Colgate-Palmolive, the consumer products company, has attempted to use artificial intelligence (AI) to gain a clearer perspective on the payback from its retail promotions – but with limited results.

News

A trend towards in-housing is raising concerns among agencies, but there is no one-size-fits-all solution for brands and nor is the traffic all one way, according to a new WARC report which dissects the issue and highlights the potential pitfalls ...

Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Article

This Company Profile from Euromonitor provides key details and analysis of Shiseido Co Ltd, the owner of brands such as Clé de Peau Beauté.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

News

Several multinational FMCG companies, including Nestlé, Procter & Gamble and Unilever, are pursuing an online subscription model for some of their products, despite evidence that automatic delivery has not worked for some of their ...

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

News

Kumbh Mela is probably the single biggest religious festival in the world, attracting millions of Hindu pilgrims who come to bathe in sacred rivers, and its focus on cleansing and purification has again drawn the attention of marketers of FMCG ...

Article

Unilever, the fast moving consumer goods manufacturer, is preparing for a near future in which data-driven marketing at scale becomes a true possibility.

Article

Red Bull, the global drinks brand, undertook a behavioural study to uncover a need-state based segmentation of its audience in order to aid retail partners.

Article

Part of WARC's Marketer’s Toolkit 2019, this report looks at the trend of in-housing and whether it provides adequate utility for brands.

News

Procter & Gamble, the FMCG business, is fusing consumer insights and new technology to create goods and services that combine “what’s needed with what’s possible” according to chief brand officer Marc Pritchard.

Article

Provides key details and analysis of Adidas AG in the clothing and accessories market.

Opinion

Winning the 2018 WARC Awards’ Social category Grand Prix and Path-to-Purchase Special Award, McDonald’s Full-heart Support for Gaokao campaign achieved unprecedented engagement and footfall for the fast-food restaurant in China.

Article

Looks at how direct-to-consumer brands are shaking up retail and disrupting consumer packaged goods by raising the consumer expectations that all brands must meet.

Article

Explores how in the absence of big advertising budgets and traditional retail support, DTC brands can still apply traditional marketing principles to build long term brand equity.

Article

With viewer numbers dropping, BBC sought to make major changes in its three stage re-generation of the Doctor Who brand.

Article

Colgate-Palmolive, the consumer products company, used artificial intelligence (AI) to try a gain a clearer perspective on the payback from its retail promotions.

Article

Kraft Heinz, the consumer packaged goods giant, is using an approach called “actvertising” to build on the impact of its advertising.

Article

Provides key details and analysis of Henkel KGaA, the owner of brands such as Dial, Right Guard and Schwarzkopt.

Article

Provides key details and analysis of Arla Foods Amba, the owner of brands such as Lurpak and Castello.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Mondelez International, the consumer packaged goods company, has fostered engagement with the LGBT community in various ways.