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Article

This article explains how beauty brands can overcome biases about their category and use bold online strategies that resonate with consumers.

Article

This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Article

This report looks at the trends and technologies that are set to become more important and relevant to marketers in 2017 including live video, VR and AR, web TV and chatbots.

Article

This article provides best practices for developing a content strategy on the most visited online video platform in the world, allowing brands to engage a different culture from the mainstream and find a place in the 'everything channel'.

Article

This article explores the different ways in which brands can engage with YouTube and the potential pros and cons of each approach.

Article

This event report explains how Coty, the beauty and cosmetics company, has changed its approach to marketing as the way people perceive and connect with brands changes.

Article

This article discusses how brands can engage with young consumers who frequently respond to the deluge of digital entertainment and communications by rejecting material that is too lengthy with the shorthand "Tl;dr" - or, "Too long; didn't read".

Article

OMD UK, the media agency, presented findings from its third wave of research from its Future of Britain series, exploring British consumers’ interactions with technology.

Article

This report examines the value of a brand's 'Country of Origin', through research into how consumers define the concept and how important where a product is 'Made In' is to a brand's strength, story and differentiation.

Article

This event report discusses several new strategies now open to media owners, market research firms and brands for understanding and working with consumers.

Case Study

In Ireland, drinks brand Diet Coke had a share of 14% of all carbonated soft drinks. Over 60% of Diet Coke consumers are loyal, mostly 35+ females, driving 67% of volume.

Article

Celebrity endorsement remains a valid approach for communicating to a wide audience, but research shows that for it to be effective, guidelines need to be followed.

Article

With celebrity culture showing no signs of abating, stars are increasingly used to promote brands. But celebrities can be expensive and risky.

Research Paper

The paper describes an original research approach using an interactive video-on-demand television platform to determine the value of the medium as a research tool to measure consumer response to various stimuli.

Case Study

Rimmel has established itself through the 1960s and 70s as the nation’s favourite make-up. It was the first brand women bought and had been successfully positioned as ‘beauty on a budget’.

News

The London office of WPP-owned J Walter Thompson is to launch a new concept designed to pool its resources in a specific sector and offer a more effective service to new and existing clients.

Case Study

By the late 1930s, when the ad "When Heaven Was at the Corner of Sycamore and Main" first appeared in magazines, the Packard Motor Car Company had established itself as a major player among American manufacturers of luxury cars.

Case Study

Analyses the history of Boots's No.7 cosmetics and the highly competitive market from 1982-85 before its relaunch in 1986 and shows how a long-term advertising plan has built and sustained the brand.

Case Study

The paper covers an evaluation of Rimmel Cosmetics' brand position in the market in 1983 and compares it with that in 1985.