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SINGAPORE: Television remains the most popular lead media for advertising campaigns across Asia, but it is not necessarily the most effective, according to a new WARC report.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Case Study

Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Case Study

Condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Case Study

Zivame, a lingerie brand, increased sales among Indian women by developing a discreet online sales platform.

Case Study

This case study explains how Yasmin, a contraceptive pill brand, increased sales in China by educating young people about safer sex in a country where the subject is taboo.

Case Study

This case study explains how Maybelline New York, a cosmetics brand, launched its new lipstick in China with a livestream on the leading mobile purchase platform, Taobao.

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.

Article

This event report outlines how Reckitt Benckiser (RB), the FMCG group, has found the right balance between online reach and granular targeting on platforms such as Facebook.

Article

This article provides an overview of the behavioural economics concept of the hot-cold empathy gap, our tendency to underestimate how our preferences will change when in either a 'hot' or 'cold' emotional state.

Article

This event report details how brands can make their products more physically accessible to consumers by paying attention to the "three pillars of physical".

Article

This article aims to provide marketers with an overview of Snapchat, the photo and video messaging platform, that has recently opened up to publishers and brands, and now reaches 41% of 18-34 year-olds.

Article

The article examines how Colgate, Philips and Durex partnered with popular celebrities and online influencers to build their brands in India.

Article

This event report looks at the digital strategies of Reckitt Benckiser, the pharma/toiletries giant, with two of its key brands - Durex and Dettol - and how marketing activity revolves around the brand mission: 'healthier lives and happier homes'.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Case Study

The case study demonstrates how Durex, a condom maker, created an online campaign to inform consumers in the MENA region of a new product.

Article

This article argues that the key to successful personalisation is making customers feel special, and part of that means giving them something without expecting anything in return.

Research Paper

This article identifies the levers for behaviour change that could positively impact both the demand and supply of trafficked girls in India.

Article

This short report summarises the results for the UK from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This short report summarises the results for North America from the 2016 Warc 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study describes how Durex, the condom brand, created a reality show with MTV to drive brand conversation and awareness, preference and market share in India.

Article

This article presents guidance on how understanding neuro-scientific cues can equip brands to influence their audience's subconscious.

Case Study

This case study demonstrates how Durex, the sexual well-being company, used Earth Hour to help change its perception to a fun and playful brand.