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Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

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

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

Case Study

ITC's Savlon used TV to reposition itself from underdog to serious title contender in the race to become India's leading health and hygiene player.

Case Study

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

News

MUMBAI: Several Indian start-ups in the food and beverages sector have found that innovation, content marketing and the use of social media influencers are useful weapons in their David versus Goliath contest with established and global brands.

Case Study

Axe, a male fragrance brand, attracted a new generation of men to its brand with the 'Find Your Magic' campaign, launched in the US.

News

ORLANDO, FL: Procter & Gamble, the FMCG manufacturer, is exploring the use of two-second ads in a bid to engage digital consumers.

Article

Procter & Gamble, the FMCG manufacturer, is refining its advertising strategy to reflect changing consumer habits and eliminate sources of waste.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Article

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive's beauty and personal care brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

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

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

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.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.

Article

This article offers ten lessons from P&G's former Global President for E-Business, Deb Henretta, on future-proofing and digitally transforming large companies.

Article

This article explores how best to utilise the omnichannel model to offer seamless shopping experiences to customers.

Article

This article explores the topic of Masterbrands, a point of reference from which subsidiary brands flow, and a guiding architecture for the outlook of the company.

Article

This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.

Case Study

This case study examines how Dove, a personal care brand, drove awareness of Dove Men+Care and its vision of a nurturing masculinity through video in the UK.