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Case Study •
U by Kotex (UbK), a feminine care brand, overtook market leaders in Australia by straying away from femcare advertising clichés and embracing its own lack of importance in the lives of its consumers.
Article •
This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Fairy and Febreeze.
Case Study •
This case describes a change-of-image campaign for TENA, a global supplier of bladder weakness products, and how it revived a declining range of products and recruited a previously inaccessible audience.
Article •
New Models of Marketing Effectiveness analyses the database of entries from the IPA Effectiveness Awards in order to assess the effectiveness of traditional integration, and the question of whether the looser, more conceptual approaches can deliver better business results.
Article •
This briefing offers an overview of the history, theories and key trends related to In-store marketing.
News •
BEIJING: Procter & Gamble, the FMCG giant, has outlined plans to invest $1bn (€781m; £643m) in China over the next five years, with innovation set to be one key focus of this spending.
News •
NEW YORK: Shoppers in the US are still trading down to cheaper brands in a variety of different categories, comScore, the research firm, has found.
News •
CINCINNATI: Procter & Gamble, the consumer goods giant, is planning to heighten its advertising spend this year, having described the reduction in its outlay last year as an "anomaly".
News •
CINCINNATI: Procter & Gamble, the consumer goods giant, is planning to invest in "high levels of marketing activity" as it seeks to support a range of new products that are being launched this year.
News •
CINCINNATI: Procter & Gamble, the FMCG giant, is aiming to provide "leadership levels of marketing support" for its brands, as it seeks to drive growth both during and after the downturn, according to its chief financial officer, Jon Moeller.
Article •
Neil Dawson, of Hurrell & Dawson and deputy convenor of the judges for the 2006 IPA Effectiveness Awards, looks at the lessons that can be drawn from the entries of the 30 winners.
Article •
This article offers advice on writing case studies involving multi-national campaigns. Three specific hints are given and explained: 1) be explicit about the objective of the campaign; 2) all case studies need empirical substantiation and 3) rewrite, more than once.
Article •
This article reviews the 2006 IPA Effectiveness Awards, covering a wide range of issues, product/service categories and thinking about media and channels.
Case Study •
Launched by Procter & Gamble, Naturella is a mass market feminine hygiene product available in several markets around the world.
Case Study •
This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad markets.