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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.

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.

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.

Article

This article relays research from the Futures Company on the profound value differences between voters on opposing sides of the referendum in the UK on membership of the European Union, and explores the implications for both politics and communications.

Article

This article explores the effects of the results of the referendum in the UK on membership of the European Union, exploring what divides the two sides along attitudinal and demographic lines.

Article

This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Case Study

This case study looks at a campaign from Titan Raga, an Indian watch brand, that sought to bring back lost brand love and make the brand a staple of women's style.

Case Study

This case study looks at a campaign from UN Women that took place in Egypt to disrupt the peculiar local taboo that prevents men from saying their mothers' names.