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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.

News

SINGAPORE: FMCG giant Procter & Gamble (P&G) has succeeded in turning around the fortunes of two of its beauty brands in China by deploying the power of consumer empathy, according to a leading executive at the company.

Article

This Company Profile from Euromonitor provides key details and analysis of ASOS, the online fashion and beauty store.

Article

When SK-II, a luxury skincare brand, and VS Sassoon, a hair care brand, sought to grow market share in China, they turned to emotional intelligence to rethink their product category.

Case Study

Local brand Cute Press, created an online "soap opera" to boost sales of its UV Expert White & Matte sunscreen in Thailand.

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

Japanese prestige skincare brand SK-II allied itself to unmarried women to build an emotional multichannel campaign to raise awareness and boost sales in China.

Case Study

Clean & Clear Morning Energy, a facewash, reversed a decline in sales in India with a TV ad, online video content, radio and social media.

Case Study

Beauty brand Parachute Advansed Body Lotion used a multichannel approach to carve out an identity in West Bengal, India.

Case Study

Beauty brand Dove built an online campaign around an old nursery rhyme to broaden the definition of beauty in the Indian market.

Case Study

Johnson's Baby, the personal care brand, launched a new shampoo for kids aged 2-10 in India, using digital and social media ads.

Case Study

Parachute Advansed Body Lotion used a multichannel strategy to completely relaunch its brand in a slowing Indian market.

Case Study

Clean & Clear, the skincare brand, relaunched a facewash targeting teen girls in India with a series of videos and posts published on YouTube and Facebook.

Case Study

Johnson's Baby, the baby care brand, turned around negative perceptions of its products in India with an influencer and social media campaign.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

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 Company Profile from Euromonitor provides key details and analysis of Kao Corp, the owner of brands such as Laurier and Merries.

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 article examines the over-65 market, and how this segment presents an opportunity for growth to marketers.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Case Study

This case study explains how Zwitsal, an Indonesian baby products brand, increased its market share and mothers' emotional connection to the brand by using AI to create special moments between them and their babies.

Article

This Company Profile from Euromonitor provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Article

This article outlines the challenges of brand differentiation in the automotive category and offers five steps agencies can adopt to create original and exciting automotive advertising.

Case Study

This case study shows how biopharmaceutical company Shire introduced its new dry-eye drug by educating women about their eye health and launching empowering lifestyle brand eyelove.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.