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Article

Ben and Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.

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.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

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

GLOBAL: Wrigley, Hormel and McDonald’s are among the US brand owners whose campaigns have contributed a quarter of the shortlist for the Effective Channel Integration category in the 2017 WARC Media Awards.

Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

Case Study

Iconic pen brand Bic devised a new and unconventional way for consumers to use up their 4 Colour Pens in Australia.

Case Study

Extra Gum accelerated its growth in the US by building emotional equity through a short film.

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

Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.

Article

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

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Looks at how behavioural economics can be used to improve people's financial future and encourage consumer engagement.

Article

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

News

LONDON: The growing use of household connected devices, such as smart TVs and voice-activated home assistants, could leave UK consumers open to viruses and data theft, a new official report has warned.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

Voice-controlled devices, or bots, are going to fundamentally change the way consumers search for goods on the internet and marketers can make bots work for them.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the leisure market.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Article

This research provides an overview of patterns in shopper behaviour across Europe and what issues this may cause for the industry.