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Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This Company Profile from Euromonitor provides key details and analysis of Amway, the owner of brands such as Nutrilite.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Research Paper

This paper investigates how different phonetic structures used in brand names affect their luxurious appeal.

Research Paper

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country.

Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Article

This event report outlines how Staples, the retailer, is seeking to drive revenues through tapping new technologies.

Article

This Company Profile from Euromonitor provides key details and analysis of Aldi Group. Included is a strategic evaluation with key facts about the German company and competitive positioning against comparative brands in the retail market.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Sofina, Merries and Biore.

Case Study

This case study describes how a new overactive bladder treatment, Myrbetriq, entered and became the market leader in the category in the US with a high touch campaign that told consumers about 'taking back control'.

Article

This article outlines how Procter & Gamble, one of the world’s largest FMCG companies, used virtual reality, programmatic buying and data innovation to transform its marketing.

Article

This article, taken from the Warc Toolkit 2017 report, explores how the proliferation of video is transforming social media marketing by turning social platforms into broadcast media.

Research Paper

This paper argues for the evolution of the role of video in qualitative research, given that half of the human brain is dedicating to visual function.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Case Study

This case study shows how Sensodyne, a toothpaste brand, increased sales and maintained market leadership with a 10 year campaign in the UK to raise awareness about tooth sensitivity.

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.

Article

This event report addresses how Procter & Gamble, the FMCG giant, is seeking to enhance the standard of creativity across all of its advertising.

Article

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

News

NEW YORK: Marketers aiming to deliver real-time messaging on multiple channels risk falling into a content "crap-trap" unless they also champion creativity, according to Marc Pritchard, Chief Brand Officer at Procter & Gamble.

Article

This event report addresses how Procter & Gamble – the owner of brands like Always, Pantene and Tide – is seeking to maintain high standards of creativity across its widely diverse output.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Case Study

This case study shows how Colgate, an oral care brand, increased awareness to the brand and the issue of oral care through a high profile sports team endorsement campaign.

Case Study

This case study demonstrates how Sensodyne, a toothpaste brand, used its Wake up to Tooth Sensitivity (WUTS) campaign to get its target audience to treat tooth sensitivity.