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News

WASHINGTON, DC: Donald Trump’s divisive presidency is forcing brands to take sides and risk a consumer backlash from his supporters or opponents – but some of those distancing themselves from the president have seen a boost in brand ...

Case Study

This case study shows how MS Limited Australia, an Australian charity organisation, successfully raised awareness about Multiple Sclerosis (MS) by designing a bicycle laden with the disease's symptoms.

Case Study

This case study describes how multiple sclerosis support charity MS Australia, used the design of a bike to raise awareness of the symptoms of the disease and, in turn, improve fundraising efforts.

News

NEW YORK: Merck, the pharma group, is pushing ahead into digital marketing despite the challenges of tight regulation and the need to transform long-standing mindsets.

Article

This event report addresses how Merck, the pharma group, is developing its approach to digital marketing.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

Case Study

This case study describes how Nexplanon, a long-term birth control brand in the US, used big data to approach new professional and consumer audiences with the campaign 'ARMOR up'.

Article

This article explores how highly regulated brands can produce interesting, surprising, and fresh marketing ideas despite the many restrictions on what can be shown.

Case Study

This case study describes Multiple Sclerosis Limited's campaign in Australia that raised money for MS treatment, and created huge earned media awareness by putting a disease into a bike.

Case Study

This case study describes how HCL Technologies, a number-four IT service provider in India, created a peer-to-peer content platform to expand its reach globally.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Opinion

"As far as I know," David Ogilvy said, "I’m the only creative genius who started his career in research." The ARF David Ogilvy Awards celebrate the extraordinary and creative use of research in powering effective advertising.

Case Study

This case study details how GRASTEK and RAGWITEK, the American allergy medication, launched a DTC campaign, breaking through the clutter of the OTC-dominated allergy market by activating a patient community.

Case Study

This case study describes how Kytta – an ointment principally sold in Germany – repositioned its brand to break a cycle of lack of return on marketing investment.

Article

This Company Profile from Euromonitor provides key details and analysis of Sanofi-Aventis. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the pharmaceutical market.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Vicks, Metamucil, Pepto-Bismol and Prilosec OTC.

Article

This Company Profile from Euromonitor provides key details and analysis of JCB Co Ltd, the owner of brands such as Tylenol, Zyrtec and Nicorette.

Article

This Company Profile from Euromonitor provides key details and analysis of Boehringer Ingelheim GMBH, the owner of brands such as Flomax.

Article

This Company Profile from Euromonitor provides key details and analysis of Reckitt Benckiser Group, the owner of brands such as Strepsils.

Article

This article sets out the reasons increasing numbers of investors are looking for businesses that do social good, not just generate profit, and asserts the importance of companies having a social mission.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway Corp. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the pharmaceutical market.

Article

This article discusses changing attitudes towards consumption globally, the rise of the 'sharing economy' and the opportunities this presents for brands.

Article

This report looks at how pharmaceutical companies can go beyond their products and provide further services to their customers as well, which will allow for greater differentiation from competitors.

Case Study

This case study explained how Help, a challengers OTC pharmaceutical brand in the US, used a packaging redesign to differentiate itself.