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Case Study

Sensodyne, the GlaxoSmithKline brand, wanted to celebrate Ramadan with Indonesian people and help them enjoy the sweet food enjoyed during iftar (the meal breaking the fast) with a social media campaign.

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

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

Case Study

Sensodyne, the GlaxoSmithKline toothpaste brand, launched a campaign via rich media and mobile to raise awareness on the problem of sensitive teeth in Indonesia.

Research Paper

GlaxoSmithKline, a pharmaceutical company, used social listening to collect data findings that were grounded on naturally occurring consumer conversations about athlete's foot in the US and South Korea.

Research Paper

Join the Dots, a consumer insight agency in the UK, explains how it is choosing to adapt its qualitative research methods in response to consumers' changing communication choices.

Case Study

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Case Study

Iodex, a pain relief brand, repositioned itself to appeal to modern Indian women through a TV ad.

Case Study

Anti-allergy medicine Flixonase added an allergen-tracking layer to China’s most popular weather app to drive in-pharmacy sales, by serving location-based ads and discount vouchers.

Research Paper

The British pharmaceutical company GlaxoSmithKline carried out an ethnographic study in the developing market to examine global healthcare challenges and R&D commercial opportunities presented by a rising urban population.

Case Study

Parodontax, a toothpaste brand, increased its sales across Europe by releasing a creative film to highlight the importance of stopping the journey of gum disease.

Opinion

Sir Martin Sorrell doesn't believe in keeping a low profile. After departing WPP he was soon back in the saddle with a new venture and now he's hitting the event circuit again.

Case Study

Ribena, a blackcurrant-based uncarbonated soft drink, moved away from its heartland 'in-home squash drinking' to focus on its ready-to-drink (RTD) range by launching a TV and VOD campaign.

Case Study

Parodontax, a toothpaste brand known as Corsodyl in the UK, increased brand sales by releasing a creative film that taught people to take gum disease more seriously.

News

Some of the biggest advertisers in the world have joined forces with at least three major agencies to form a new organisation that aims to clean up digital marketing.

Case Study

Abreva, a cold sore medicine, proved the value of a holistic content and search strategy as it was able to grow dollar sales 2.2 times faster than its competition.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

Case Study

Benefiber, a prebiotic fiber brand, relaunched its site Benefiber.com, to offer more information on intestine health and to help their target consumers incorporate it into their lifestyle and subsequently drive sales.

Case Study

Flonase, an allergy medicine, capitalised on a historic baseball moment to tell a compelling story and increase its category share position from fourth to third.

Case Study

Excedrin, a brand of headache and migraine pain relief, used real people, real stories and immersive 360° video technology to foster a deeper understanding of migraines by enabling non-suffering co-workers to walk in the shoes of a migraine sufferer.

Case Study

TUMS, an antacid brand, launched 'Chewy Bites' to millennials in the US via a cohesive digital and social campaign to emphasise the product's key message of fast, tasty relief.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Case Study

Horlicks, a malted milk hot drink, drove brand association using mobile audio stories containing information around exam preparation.

Case Study

Horlicks, a malted milk hot drink, launched a social experiment in Indian shopping malls that tested the lengths kids would go to for a chilled Horlicks shake to increase brand equity.

News

Mondelez India’s Bournvita has brought out a new variant targeting women and addressing health concerns more common among women as it seeks to increase its foothold in a more specialised emerging market.