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Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Case Study

This case study describes how food brand Knorr used branded content to increase the frequency of home cooking in Taiwan.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Article

This short report summarises the results for the food category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study shows how Unilever used a film and a travelling roadshow style promotion to increase sales of various beauty, food and other brands in Cambodia.

Case Study

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

News

GLOBAL: Top executives from Microsoft and Nokia are among the final round of judges Warc is announcing for the 2017 Warc Innovation Awards.

News

GLOBAL: Knorr, the Unilever-owned packaged food brand, has scooped a gold in the Effective Channel Integration category in the Warc Media Awards, with its #LoveAtFirstTaste campaign.

News

GLOBAL: LEGO, Knorr and Churchill Insurance have scooped golds in the Effective Channel Integration category in the Warc Media Awards, Warc's case study competition that recognises communications planning that has made a positive impact on business ...

Article

This article, taken from the Warc Toolkit 2017 report, looks at the marketing opportunities offered by artificial intelligence (AI) including insight generation, chatbots, digital personal assistants and optimisation of media buying.

Research Paper

This paper describes a global research project for Unilever, the FMCG manufacturer, which sought a holistic understanding of women beyond consumer and category behaviours, focusing on them as people with complex, evolving identities.

News

SINGAPORE: Major brand owners, including Nestlé, Unilever and Procter & Gamble, have been accused of profiting from the use of cheap palm oil produced by child labour.

Case Study

This case study describes how Unilever's packaged food brand Knorr changed its relationship with, and relevance to, Millennials with an online tool that identified the user's "flavour personality".

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Case Study

This case study describes how Knorr, a food and beverage brand owned by Unilever, used a fully integrated digital campaign in Thailand to inspire local mothers to cook more at home and increase the usage of Knorr food cubes.

Case Study

This case study describes how Knorr, a Unilever food brand, used a 360-degree promotion campaign to set its Knorr cubes as a meat substitute in the minds of Pakistani consumers.

Case Study

This case study shows how Knorr, a seasoning brand, was able to regain market share in the Philippines with a TV and digital campaign strategy.

Case Study

This case study describes how Unilever Cambodia used the deterministic beliefs of many rural Cambodians to showcase 10 of their brands.

Article

This article criticises the trend of bolt-on CSR, arguing that it reeks of insincerity if it fails to meet marketing needs and corporate image - the area in which purpose becomes extremely powerful for a brand.

Article

This event report addresses how Unilever, the FMCG giant, is ramping up its efforts to reach individuals, leverage influencers and deliver meaningful impacts.

Article

This article covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

News

NEW YORK: Unilever, the FMCG group, is actively tackling the use of female stereotypes in ads, having studied the problem in depth and identified a slate of solutions to begin redressing the issue.

Article

This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.