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Opinion

Brands are talking about ethics because consumers are increasingly aware – so goes the story. But Wasserman’s Tom Lovegrove wasn’t so sure.

Opinion

Gender equality is less a hot topic than a burning issue right now. With International Women’s Day on 8 March, the7stars’ Frances Revel delve into what Brits really think about gender equality in 2018 and how that might impact advertisers’ media strategies.

Article

Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.

Article

Though in the UK men's sport has not broken any records or gone anywhere new in a while, women's sport is reaching new levels of international achievement; but brands still prefer to align with men's sport.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

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.

News

JOHANNESBURG: On some estimates, three-quarters of household spending power in Africa will lie with women within a decade, but research indicates that current marketing efforts are failing to resonate with this group and budgets are being wasted.

Case Study

Barbie, a children's doll brand, reversed years of global sales' decline by using a multiplatform campaign paired with a new product launch.

Case Study

Marks & Spencer, a British retailer, used feminism to advertise to women in the UK with its 'Mrs Claus' ad, which successfully turned around year-on-year sales declines.

Article

This article presents six lessons that marketers can learn from the results of the 2017 UK general election.

Case Study

This case study explains how Dove, a skincare brand, got involved in beauty and body empowerment conversations by creating an algorithm that detects sexist comments made about female athletes.

Case Study

This case study explains how Dove, a skincare brand, spoke about the media's judgement of female athletes based on their appearance through its 'Dear Media' campaign in the US.

Article

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

Article

This event report considers the evolution of Contiki's content marketing strategy as the travel firm tackled the challenges of category disruption.

Case Study

This case study shows how M&S, a retailer brand, revamped Mrs Claus to suit 21st century women and thus increase clothing sales across the UK.

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.

Case Study

This case study describes how Special K Canada, a Kellogg's brand, had faced 10 quarters of losses as the idea of dieting fell from grace; taking a new approach, the brand invoked feminism and ownership, returning to growth as a result.

Article

This article identifies five rules for marketers to navigate the post-Trump and post-Brexit landscape and shows how they can change their own messages to succeed.

Opinion

Millennials are not lazy, as some would have us believe. Young people today aim to be superhumans.

Article

In this article the author cautions brands to be mindful of the varying forms feminism takes in the modern age when appealing to female consumers.

Research Paper

This paper describes a global research project for Unilever, the FMCG manufacturer, which sought a holistic understanding of women beyond consumer and category behaviours, focusing on them as people with complex, evolving identities.

Research Paper

This paper argues that valuable and illuminating insights about the mainstream can be gleaned by examining outliers in society 'people on the fringe), and in turn, those insights can teach brands how to be different.

Opinion

It’s a question we’ve all asked ourselves as we scroll through yet another smug status update or toss our phone across the room because we didn't match a row of colourful candy: is all this digital distraction actually good for us? One thing’s for sure: digital media has been blamed for a lot of society’s ills.

News

LONDON: The UK's vote to leave the EU raises some potentially difficult issues for brands, particularly those that have chased innovation and new technology at the expense of more traditional marketing approaches, two industry figures have said.