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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

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

Case Study

Sanitary napkin brand Stayfree increased sales and claimed the largest market share in India with a campaign based around videos posted on YouTube.

Article

Procter & Gamble, the FMCG manufacturer, is refining its advertising strategy to reflect changing consumer habits and eliminate sources of waste.

Article

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

News

COLOGNE: Advertising stands on the brink of a new wave of brand building innovation, according to Procter & Gamble’s chief brand officer, who has called on the industry to raise the bar on quality and placement.

Article

Online advertising is at a turning point as digital spending overtakes TV, says Procter & Gamble's chief brand officer.

Case Study

The case study describes how feminine hygiene brand Nana used a multimedia campaign to empower women and grow the Ultra sector in Tunisia.

News

LONDON: Views on what constitutes marketing “innovation” vary, but four themes, ranging from the facilitation of brand purpose to disruption of category norms, are evident in a new WARC report.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article covers how Johnson and Johnson is using video content in India to target specific audiences with household and baby products.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Article

This event report outlines how Procter & Gamble, the FMCG company, is addressing the issue of outmoded gender portrayals in advertising.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Article

This article explores how brands can tap into a new 'shopkeeper/storyteller' paradigm on social media in order to facilitate authentic and honest discussion around brands.

Case Study

This case study looks at how Always, a sanitary protection brand, created the Girl Emojis #LikeAGirl campaign, which ran in the US, Canada, Europe and Asia, to demand, and create, new non-stereotypical emojis reflecting real girls.

Case Study

This case study shows how Always, a feminine hygiene products brand, increased brand awareness globally by using emojis to tackle society's prejudices towards young girls.

News

GLOBAL: An innovation for the LandCruiser 4x4 vehicle by Toyota, the Japanese car manufacturer, bringing emergency communications to the Australian outback, has won the Grand Prix in the 2017 WARC Innovation Awards.

Article

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Opinion

Rajat Mendhi, Executive Vice President, Planning, BBDO Mumbai, was responsible for the widely lauded Share The Load campaign for P&G detergent brand Ariel.

Article

This Company Profile from Euromonitor provides key details and analysis of SCA Group, the retail tissue and hygiene manufacturer.

Article

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

Case Study

This case study describes how feminine hygiene brand Bodyform set out to own online share of voice with minimal marketing investment, by challenging taboos with a provocative film featuring sport, exercise and menstrual blood.

Case Study

This case study describes how feminine hygiene brand Stayfree, targeted women in rural India with an infotainment portal on mobile phones.