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News

DUBAI: Achieving consistent messaging across 22 MENA countries is a difficult task, and agencies need to be more sensitive to the cultural differences of the region – which is likely to require more localised campaigns.

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.

News

NEW DELHI: Faced with the threat of anti-profiteering action, FMCG companies in India have fallen in line with government insistence that the benefits of GST rate cuts are passed on to consumers.

Article

Winners in the WARC Prize for MENA Strategy presented at an event in Dubai where the importance of planning was emphasised while individual case studies highlighted particular takeaways for marketing in the region.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

News

MIAMI BEACH, FL: Tide, the laundry detergent owned by Procter & Gamble, has become a best-in-class example of how the consumer packaged goods giant can successfully reach multicultural consumers and drive growth.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

Research Paper

International Flavours & Fragrances (IFF), a global designer of fragrances and flavours, developed a pioneering international research programme that would allow them to connect with consumers regularly and uncover early insights that could result in consumer-driven innovations.

News

MIAMI BEACH, FL: Marc Pritchard, Procter & Gamble's Chief Brand Officer, believes that fighting racial inequality is an urgent priority for the marketing industry - as well as representing a mission of profound personal significance.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

Case Study

Procter & Gamble created a Super Bowl TV and social media campaign in 2017 to mesh seamlessly with live game commentary and convince viewers to buy Tide detergent.

News

SINGAPORE: A campaign for Japanese prestige skincare brand SK-II, by Forsman & Bodenfors Sweden, was last night awarded the Grand Prix in the 2017 WARC Prize for Asian Strategy.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Case Study

Germ-prevention brand Dettol used a multichannel approach to grow sales of anti-bacterial handwash in India.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

Case Study

Japanese fabric freshener brand Resesh grew market share with online binaural videos and traditional TV advertising.

Case Study

Detergent brand OMO launched a TV, digital and outdoor campaign to change the meaning of New Year, or Tết, to help drought victims in Vietnam.

Case Study

Johnson's Baby, the personal care brand, launched a new shampoo for kids aged 2-10 in India, using digital and social media ads.

Case Study

Johnson's Baby, the baby care brand, turned around negative perceptions of its products in India with an influencer and social media campaign.

Case Study

Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

News

ORLANDO, FL: Clorox, the cleaning brand, successfully managed to overcome a case of “short-termitis” by taking a more human-centric, and purpose-driven, approach to marketing.