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Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, is transforming the client-agency relationship to reflect the new demands facing its brands.

Case Study

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

Gunn Report

Contains the creative for the 'Aveeno Masterbrand Cross Category Conversion' campaign for Aveeno by the agency J3 in the US.

Gunn Report

Contains the creative for the 'The Vaseline Healing Project' campaign for Vaseline by the agency PHD in the US.

News

AUSTIN, TX: Artificial intelligence (AI) has the promise to help marketers work faster, smarter and at scale, according to Rachel Weiss, VP of innovation and entrepreneurship at L'Oréal, the beauty company.

Article

L'Oréal, the beauty company, could deploy artificial intelligence (AI) in a variety of ways as it seeks to build new forms of consumer engagement.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Article

This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.

News

BERLIN/HANOI: Commercial scents are created in a laboratory but they need to take account of the local context in which they are experienced, as fragrance manufacturer IFF discovered during a global research project.

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

News

PALM DESERT, CA: Glossier, the beauty brand, believes values such as “belonging” and “community” are far more powerful than the “negging” – or deliberately undermining the confidence of women – that ...

Article

Glossier, the beauty brand, has subverted norms in its category through both its digital-first approach and adopting a distinctive overarching philosophy.

Article

Summarises knowledge and offers guidance and reading on the Internet of Things (IoT), a term referring to the network of physical devices and objects, such as cars, buildings, watches and fridges, that have sensors and network connectivity embedded in them.

Article

Diageo, the alcoholic drinks company, is adopting a nuanced approach as it seeks to solve its main marketing challenges, including the task of guiding established brands to continued growth.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Article

International Flavors & Fragrances Inc, a manufacturer of - among other things - laundry products, needed to reconceptualise its idea of freshness for the Vietnamese market.

Article

Sustainability and CSR remain embryonic in Thailand, so marketers must think outside the box to engage Thai consumers.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

Article

Nestlé and P&G have been investing in innovation for some time, learning and adapting their strategy for working with startups – here the companies share their lessons.

Case Study

Face care brand Pond's managed to shift sales growth of its anti-aging line in the Philippines by partnering with a social and e-commerce platform.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is taking a nuanced approach to digital marketing in Latin America.

Case Study

Nivea Men, the beauty brand, used a football-focussed campaign to increase sales in Mexico.