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Article

To optimise communication effectiveness and resonate with audiences, there should be a combination of emotion and motivation, as emotion is “only a vehicle, not the motivational message itself”.

Opinion

At the end of the year, trends are all around us. From across the marketing circuit, here are some that could cause a rumble in the coming year.

Case Study

Laundry detergent brand Ariel used an innovative campaign in the Philippines to change the perception of its Power Gel as an irrelevant choice and secure future growth.

Case Study

Laundry detergent brand Ariel used a 360 campaign in the Philippines to successfully break the spell of fragrance, which had become the new normal in a category about clean.

Case Study

Toilet cleaner brand Harpic used location-based technology in India to solve a long-standing social dilemma.

Case Study

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

Case Study

P&G, the consumer goods giant, reframed its existing education CSR programme in India to appeal to consumers who considered social issues when choosing brands.

Article

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Article

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.

Article

Procter & Gamble, the consumer goods giant, is evolving its approach to marketing research in a bid to more fully understand changing behavior.

Research Paper

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.

Article

When Reckitt Benckiser looked closely at issues around brand experience it proved a catalyst for wider organisational change.

Case Study

Febreze, a brand of household odour eliminator, successfully shifted its campaigns from being product/innovation led to having a brand-led approach, which gave it sustainable and continuous growth in its KPIs in France and the UK.

Case Study

Harpic, a toilet bowl cleaner brand, increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.

Case Study

CMPC, a brand focused on B2B companies with a wide range of cleaning products, launched a set of videos to showcase three attributes of its product to B2B clients across different categories in Chile.

Case Study

Rin, a detergent brand from consumer goods company Unilever, launched the Rin Career Academy in India to help young people succeed in job interviews.

Article

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

Article

Brand architecture is the structuring of a company’s portfolio of brands – good brand architecture helps consumers and companies by aiding choice and maximising efficiency.

News

Marc Pritchard, the chief brand officer of Procter & Gamble, has called for the marketing industry to become more purpose-driven in its approach, as this strategy could help fuel positive changes across society as a whole.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

Article

This Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Sofina, Merries and Biore.

Opinion

Part of an effective social strategy is ensuring that campaigns not only anticipate what their audience will talk about but also ensuring that they seamlessly become part of the conversation.

Opinion

There’s no one way to tackle digital transformation, says Rahmyn Kress, chief digital officer at Henkel.

Article

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.