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News

CANNES: Pfizer, the pharma giant, managed to meaningfully shift consumer perceptions of its corporate brand through an advertising campaign that aimed to give the company a more human face.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Research Paper

In August 1997, the U.S. Food and Drug Administration (FDA) allowed brand-specific advertising on television.

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'.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA in the packaged foods market.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

News

SYDNEY: FMCG brands generate a return of A$1.74 for every A$1 invested in television according to new study that finds no other media achieving a similarly positive short-term revenue ROI.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's hot drinks brands, including Nespresso and Nescafé.

Case Study

This case study details how the Consumer Healthcare Products Association, a US trade association of drug companies, raised awareness about the dangers of the abuse of DXM (robotripping) through an online mobile game.

Article

This piece outlines how healthcare and pharmaceutical brands can build effective marketing strategies to launch new products, with case studies.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

This Company Profile from Euromonitor provides key details and analysis of Abbott Laboratories, the owner of brands such as Similac, Gain, and Glucerna.

Article

This Company Profile from Euromonitor provides key details and analysis of Sanofi-Aventis. Included is a strategic evaluation with key facts about the French company, competitive positioning against comparative brands, and assessment of its position in the pharmaceutical market.

Article

This Company Profile from Euromonitor provides key details and analysis of Pfizer Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the pharmaceuticals market.

Article

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Vicks, Metamucil, Pepto-Bismol and Prilosec OTC.

Research Paper

This article warns that that a wake-up call is needed for many companies that either ignore or respond inadequately to negative social media.

Article

This Company Profile from Euromonitor provides key details and analysis of JCB Co Ltd, the owner of brands such as Tylenol, Zyrtec and Nicorette.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

Article

This article gives advice to businesses trying to fend-off 'activist investors' who are trying to break the company up; and if a break up becomes inevitable, how to manage the brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Boehringer Ingelheim GMBH, the owner of brands such as Flomax.

Article

This Company Profile from Euromonitor provides key details and analysis of Reckitt Benckiser Group, the owner of brands such as Strepsils.

Article

This Company Profile from Euromonitor is the third part of three, providing key details and analysis of Nestlé SA in the confectionery, ice cream and condiments sector.

Research Paper

The paper describes the development of a tool to measure the emotional connection consumers have with PwC's Global Top 100 Organisations, and assesses the added value of that connection.