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Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.

Article

This short report summarises the results for the FMCG category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

NEW YORK: Procter & Gamble was named as the top US advertiser in the WARC 100, an annual ranking of the best marketing campaigns and companies according to their business impact, while Starcom New York claimed the title of top agency.

Article

This short report summarises the results for the US from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Case Study

This case study describes how AXE body spray used mobile behavioural data and multi-screen behaviour as a guide to capture its Taiwanese core target audience accurately, and serve them with relevant tailored messages to trigger their interest in the brand.

Article

This paper outlines the findings from Euromonitor International's Beauty survey, which drew from 1000 online consumers in 20 markets and concludes that the diversity of global beauty routines creates expansion opportunities.

Opinion

In recent years, female empowerment has been a hot topic in both adland and broader culture - from the 3% Conference (and their mission to support female creative leadership in agencies) to the lyrics of Beyoncé.

Article

This event report covers how Dollar Shave Club, a digital subscription service for male grooming products, is driving downloads and revenue from its mobile app.

News

HOLLYWOOD, FL: Turner Sports, the broadcasting channel, says it is reaching a whole new audience through its eSports coverage and the Eleague it launched less than a year ago "It's an insanely passionate growth area of the young male demographic," ...

Case Study

This case study details how Lynx, a brand of male grooming products, and CALM, a male suicide prevention charity, collaborated to raise awareness of male suicide in the United Kingdom.

Research Paper

Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.

Research Paper

This paper explores the digital commerce in the two largest economies on earth: the US and China, describing where they differ in attitudes, notably with regard to online security.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.

Case Study

This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

Research Paper

This paper examines a new worldwide consuming male class that has arisen since the turn of the millennium: that of the 'Domestic Dude'.

Research Paper

This paper describes a qualitative research project for Unilever, the consumer goods manufacturer, which wanted to understand better how Turkish men shopped online for personal care products.

Case Study

This case study describes how Wild Stone, an Indian deodorant brand, overtook the market leader Axe to become the number 1 brand in the gas-based deodorant category in India by challenging existing preconceptions.

Case Study

This case study shows how Vaseline Men, a grooming brand, highlighted the product's healing capabilities with a digital campaign that focused on Thai men's worst fears.

Case Study

This case study shows how Gillette, a shaving products brand, doubled its sales during China's Singles Day festival by using a virtual-reality mini-movie campaign.

Case Study

This case study shows how Axe, a men's toiletries brand, increased brand sales using a digital strategy to become Indonesian men's 'wingman'.

Article

This event report addresses how Procter & Gamble, the FMCG giant, is seeking to enhance the standard of creativity across all of its advertising.

Article

This report describes how FMCG brands are using mobile strategies including geo-targeting, iBeacon technology and online brand films to innovate the path-to-purchase.

Case Study

This case study describes how Philips India, the electronics brand, increased consideration of its male hair removal products with the use of a character-fuelled digital campaign: It's time to #Unpain.