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Case Study

Polase, Italy's category leader of saline nutritional supplements, used a data- and programmatic-led strategy to optimise brand visibility, relevance and profitability.

Article

The area of scientific-related claims in advertising is ripe for additional investigative endeavor. This article aims to access the nature and potential deceptiveness of scientific-related claims that appear in cosmetics advertising.

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Article

Details the emergence of megacities – clusters of cities and suburban areas that contain enormous populations – and what marketers need to do to target them.

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 2018.

Case Study

Theraflu, Russia's market-leading anti-cold and flu treatment, created the Theraflu Flu Tracker which warned its target audience when flu and colds were heading their way.

Case Study

Nicorette, the market leader in the smoking cessation product category in Malaysia, produced the Nicorette Quit Buddy, which not only helped smokers kick the habit but also turned around declining sales.

Case Study

Odomos, a mosquito repellent, increased sales in India by increasing awareness of dengue fever in an integrated campaign.

Case Study

Dettol, the hygiene brand, increased its market share in India by increasing relevance.

Case Study

Navratna, a pain relief brand, increased sales in India by repositioning as a multipurpose oil.

Case Study

Iodex, a pain relief brand, repositioned itself to appeal to modern Indian women through a TV ad.

Case Study

Antiseptic brand Dettol ran a childhood handwashing behaviour change campaign to grow market share in India.

Case Study

Anti-allergy medicine Flixonase added an allergen-tracking layer to China’s most popular weather app to drive in-pharmacy sales, by serving location-based ads and discount vouchers.

Case Study

Dettol, the hand sanitiser and antiseptic brand, increased market share and equity association with mothers by repositioning its hand wash products in India.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

News

Many big brands are feeling the heat from a new kind of competitor: the smaller, younger, quicker upstart brand.

News

As ever more internet-connected devices enter our homes, the opportunities for marketers to get up close and personal are growing.

Article

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.

Research Paper

Nature’s Way, a vitamins and supplements brand, transformed itself from not leveraging data at all to becoming dependent on data, insights and the Marketing Capabilities function, which has resulted in growth for its products in the US.

Research Paper

Johnson & Johnson Vision, an optical arm of the pharmaceutical company, leveraged data and intuition by applying control systems, engineering techniques and deep qualitative insights in its global Vision Care franchise.

Article

When Reckitt Benckiser looked closely at issues around brand experience it proved a catalyst for wider organisational change.

News

Vicks, the medications brand, sought to change its image and appeal to young consumers in India by rethinking the idea of a traditional family, according to a senior executive at Procter & Gamble, the brand’s parent company.

Article

Vicks sought to change the image of its brand and appeal to young consumers in India by rethinking the idea of a traditional family.

Case Study

Pfizer, an American pharmaceutical corporation, showed the Brazilian public that depression is treatable but often misunderstood, by creating a video of actors playing the role of someone with depression to highlight and help to stop stigma.