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Opinion

OMO’s gold-winning campaign in last year’s WARC Media Awards offered a new take on integration. Tahaab Rais, Regional Head of Strategic Planning, FP7/MENA, explains how eBay, ambient, Periscope, a 23-hour Facebook Live ad and social media disrupted and engaged Arab parents in a quest to show them that dirt is good .

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Explores how Tide is continuing its strong heritage when it comes to the Super Bowl, by looking at its 2018 offering, 'It's A Tide Ad'.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Opinion

The Super Bowl is deserving of our attention, and brands that shell out to feature had to bring their best game.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Case Study

Laundry detergent OMO Ultimate was re-launched on the Australian market with a video-led campaign around mothers and kids.

Article

A crisis of trust is impacting brands globally, as people revert to trusting their gut, and brands in both developed and emerging markets need to adapt, albeit in different ways.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Case Study

Persil, the laundry detergent brand, reinvigorated its Dirt Is Good campaign in the UK through a dedicated mobile app.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how Persil, a detergent brand, successfully increased its sales in the UK with a bold campaign that reinforced its decades long motto.

Case Study

This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.

Opinion

BEST OF 2017 OPINION: Following the announcement of the WARC Awards shortlist for the Best Use of Brand Purpose, Lucy Aitken revealed some of the feedback from judges about what qualifies as purpose.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

Opinion

At the 2017 Dubai Lynx festival, Asad Rehman, Director Media, North Africa & Middle East, Unilever, and chair of the inaugural WARC Prize for MENA Strategy, was interviewed by Tod Donhauser, CEO of Edelman UAE, as part of Edelman's series of Brand Breakfasts at the festival.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel KGaA, the owner of brands such as Persil and Purex.

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.

Research Paper

This paper describes research that explores whether consumer decision-making, in relation to shopping across different categories and seven national markets, is influenced by culture.

News

LONDON: Unilever, the consumer goods giant, plans to allocate more of its marketing budget to digital display advertising after a successful trial involving five of its brands delivered an average ROI of £1.47 for every £1 spent.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.

Article

This article discusses the importance of brand meaning and the threats that have emerged against it in the digital age.

Article

This article offers seven industry insights into marketing including that leadership skills must be learned ant that it is equally important to be aware that the product is at the heart of most marketing successes.