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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 TV ad and social media to break taboos and connect with women in the UK.

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.

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

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

This 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

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.

Case Study

This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.

Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

Case Study

This case study details how Kellogg, a cereal manufacturer, redefined its Special K cereal brand to appeal to women in Canada.

Case Study

Pantene, the hair care brand, used a series of videos featuring NFL players and their daughters to promote female empowerment and boost brand sentiment in the US.

Article

This event report outlines how refocusing on quality content can help marketers and publishers achieve their digital goals.

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.

Article

This paper explores how Barbie, the Mattel-manufactured children's doll, adopted a new positioning that rejected the identikit image of American beauty that had defined her past, and embraced diversity and aspiration.

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 shows how Unilever Hair, the FMCG giant's haircare brands, created its own multi-brand digital platform to engage Filipino consumers.