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Article

Explores the assumption that collaborating with a second brand produces cut through for both brands and suggests good practice for co-branding in advertising.

Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Case Study

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

Opinion

In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.

Article

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Article

The Hershey Co, the candy manufacturer, is building a data strategy that solves the specific problems facing its brands and categories.

News

LONDON: Campaigns from Diageo, Microsoft and Procter & Gamble are among the 19 from around the world that have been shortlisted for the WARC Awards’ Effective Use of Brand Purpose category.

Case Study

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

Case Study

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Article

Walgreens, the health and beauty retailer, is putting its brand at the heart of efforts to transform its wider business.

Article

Global strategies, campaign updates and trends in the hair care category.

Case Study

Pantene, a hair care brand, launched an earned-led media campaign in the US to promote its product to, and engage with, consumers of African ancestry.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Case Study

P&G, a multi-national consumer goods corporation, launched a campaign in Vietnam to increase customer engagement, interaction and purchase.

Case Study

Pantene, a haircare brand, launched a micro-targeting campaign to reach and engage with females across Indonesia.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

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.

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.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Article

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.