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Case Study

Bodyform, a brand of feminine hygiene products, got its company to think and act more boldly than ever before in order to bring to life its purpose and make a meaningful difference to women.

Case Study

Colors TV, India's largest general entertainment channel, positioned Hindu goddess Mahakaali as a feminist icon in a show about her.

Case Study

ActionAid, a non-governmental organization, launched Yours, Mrs Claus in the UK as part of its Christmas Appeal.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

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.

Gunn Report

Contains the creative for the 'Fearless Girl' campaign for State Street Global Advisors by the agency McCann in the USA.

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

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.

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.

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.