Article
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Euromonitor Strategy Briefings, May 2018
Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.
Case Study
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Design Business Association, Gold, 2018
Seedlip, a non-alcoholic spirits brand, designed the bottle for its launch based on botanical illustrations to stand out from the sickly sweet non-alcoholic drinks category.
Article
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J. Walter Thompson Intelligence, Research on WARC, December 2017
This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.
Case Study
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Tushar Handa, Sumeer Mathur, WARC Prize for Asian Strategy, Entrant, 2017
Patanjali's Ayurveda-based toothpaste brand, Dant Kanti, used a TV campaign to take on the market giants and grow beyond its category, in India.
Article
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Brian Carruthers, Event Reports, Festival of Marketing, October 2017
The internet-connected fridge grabbed the early headlines around the Internet of Things (IoT), but it’s no longer about appliance makers and FMCG brands taking their first steps into this space.
Article
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May O. Lwin, WARC Exclusive, January 2017
This article outlines how Asian consumers approach the concept of health and nutrition in food choice making, compared to Westernised countries.
Article
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Pippa Bailey, Admap, April 2015, pp. 28-30
This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.
Case Study
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Design Business Association, Gold, Design Effectiveness Awards, 2015
This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.
Article
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David Rutherford, Institute of Communication Agencies, Crossover Notes, 2013
This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.
Article
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David Rutherford, Institute of Communication Agencies, Crossover Notes, 2013
This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.
Case Study
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WARC Prize for Asian Strategy, Entrant, 2012
This campaign launched Johnson's Baby Herbal Cooling Bath in Taiwan. The product was developed to refresh a toddler's skin without irritating it during the hot and humid summer months.
Case Study
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Effie Worldwide, Bronze, North America Effies 2012
To launch its Nourishing Oil Hair Care line, Dove Canada needed to earn credibility among hair-involved women, steal share from market leader Pantene and spend less than $1million.
Article
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David Rutherford, Institute of Communication Agencies, Crossover Notes, 2012
This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.
Article
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David Rutherford, Institute of Communication Agencies, Crossover Notes, 2012
This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.
Article
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Gale American Industry Overviews, 2011
This paper provides an overview of the soap and detergents industry in the United States. It includes companies who make crude and refined glycerin products from fats, or synthetic detergents such as laundry detergents, dishwashing compounds, and personal cleansing bars.
Article
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Nazia Hussain, WPP Atticus Awards, Highly Commended, 2010
At a time when beauty campaigns are increasingly influential on a woman's idea of beauty, Nazia Hussain from Ogilvy & Mather sets out to explain the cultural constructs which underpin beauty in Asia.
News
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30 November 2010
NEW YORK: Brand owners such as Procter & Gamble, Johnson & Johnson and The Campbell Soup Company are using eye tracking technology to improve their understanding of consumer purchase decisions.
Case Study
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Design Business Association, Bronze, Design Effectiveness Awards, 2009
Inspired by his win over cancer, Deluxe Honeydrop’s founder David Luks used his knowledge of the beverage market to challenge popular soft drinks with their sugary recipes, to create a truly natural thirst-quencher that was delicious as well as healthy.
Article
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Todd Wilkinson, ANA Magazine, June 2009, pp. 13-14
This article from The Advertiser covers an interview with Edgar Sandoval, vice president of marketing and multicultural business for Procter & Gamble, where the importance of gathering, analyzing, and understanding consumer insights is summed up as "Consumer Is Boss." The company's multicultural focus are identified as extending the company's reach, although P&G believe that its penetration of the Hispanic marketplace remains underdeveloped.
Article
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Peter Field, Admap, May 2008, Issue 494, pp. 16-18
This article reviews advertising case histories in which insights have clearly contributed to success for the brand.
Article
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Peter Field, Admap, January 2008, Issue 490, pp. 16-18
This article poses the question of why there are so few case studies demonstrating success in multi-market campaigns.
Article
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Roisin Donnelly and Judie Lannon, Market Leader, Issue 39, Winter 2007, pp. 46-49
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
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European Association of Communications Agencies, Bronze winner, Euro Effies, 2007
Herbal Essences positions its products in terms of being an experiential brand, rather than focusing on science and problem-solving, as was the case with much of the rest of the category.
Article
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Millward Brown Points of View, 2007
Woody Allen is reputed to have said, “Eighty percent of success is showing up.” Unfortunately this cannot be taken for granted in the world of branded content, even though many brands pay for the privilege of showing up in movies, TV programs and video games.
Case Study
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Megan Mcnamer, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 333-336
Clairol, Inc.'s Herbal Essence was a top-ranked shampoo in the 1970s. Although it retained a following in California, by the 1990s it had dropped in popularity elsewhere.
