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Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This article investigates the impact of temperature on consumer purchase behaviours, and the link between warmer weather and an increased reliance on 'social proof'.

News

LONDON: In an age of social media, it is understandable that marketers devote so much effort to digital channels for the launch of new products, but a new report has shown how important good package design remains to be successful.

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'.

Case Study

This case study shows how Whiskas, a cat food brand, successfully repositioned itself in the Australian market by developing a new Instagram-based product.

Research Paper

This article discusses the findings from a 2015 large-scale global empirical study conducted by Kantar Vermeer in order to provide readers with a practical roadmap to customer-centric revenue growth.

Case Study

This case study shows how Royal Canin, a pet nutrition brand, successfully launched one of its first digital campaigns for the Indian market by encouraging user participation.

Article

This article explains how the UN Global Goals have provided brands with the opportunity to decide how to take positive action in the world and connect with the needs and values of their target audience.

Article

This article argues that business can learn from the art world about the principles of value in order to better understand consumer expectations.

Opinion

It's not often that marketers turn to the Bible for brand insight. However, this quote from Matthew reflects an interesting occurrence.

Article

The typical model for innovation is that a company will launch many products in the hope that some of them will stick and become a success.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

Clients and agencies have many different reasons for making new work: partly it's self-interest as both can make their names from new work and partly it's a kind of restlessness - they tire of their own ads long before the public does.

Article

The brand manager at a food company asks: 'What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch?' Feldwick says it is harder to find a brand leader that hasn't successfully defended itself.

Opinion

What examples are there of a brand leader in a category successfully defending itself against a major branded competitive launch? Brand manager, food company What examples? How about PG Tips, Nike, Whiskas, O2, Hellmann's, Heinz Ketchup, Nescafe, Coca-Cola...

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

The chief operating officer of DDB London discusses his most influential books: The Art of Fly Fishing by Lieutenant-Colonel W Keith Rollo; Fear and Loathing in Las Vegas: A Savage Journey to the Heart of the American Dream by Hunter S Thompson; The Real Mad Men by Andrew Cracknell; The Catcher in the Rye, by JD Salinger; Anna Karenina by Leo Tolstoy and The King James Bible.

Article

This paper provides an overview of the dog and cat food industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This article presents lessons of how best to approach branding and advertising in Canada. This includes examples from the CASSIES case studies - Canadian Advertising Success Stories - over the years and how lessons cross over from one case to another.

Article

This article presents lessons of how best to approach branding and advertising in Canada. This includes examples from the CASSIES case studies - Canadian Advertising Success Stories - over the years and how lessons cross over from one case to another.

Case Study

The WHISKAS Dry campaign for Mars New Zealand reversed a six year decline and combated the problems posed by a 15% price increase and 8% reduction in distribution.

Article

Most people involved in brand marketing would agree that an element of continuity is generally a good thing.

Article

Reporting from MAP 2010, the conference organised by Warc, Joseph Clift's coverage includes talks from the IPA on the best case studies of the past 30 years of judging effectiveness; online analytics with Google's DoubleClick adserving platform; and how to predict viral video hits.