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News

LONDON: At least 44% of British women aged 50 and over find advertising to be patronising, while more than a quarter (27%) believe ads contribute to negative stereotypes of their age group, new research has revealed.

Case Study

JOY, a dishwashing detergent from consumer goods foundation P&G, launched a video and made sharing chores part of a pre-nuptial marriage certificate in Japan to promote sharing housework between couples.

Case Study

Chando, a Chinese skincare brand, chose to inspire Chinese women with the real meaning behind Mother's Day.

Gunn Report

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and to be seen as a driver of change and innovation.

Article

China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy.

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.

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

Case Study

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.

Case Study

Ford, a car manufacturer, was able to disrupt the status quo by challenging the market leader as it took a new approach to marketing to truck buyers in Australia.

News

SYDNEY: The traditional gender roles presented in advertising are no longer fit for purpose in a modern world, but advertisers are struggling to catch up, according to two agency planning experts who have updated the standard brand archetypes.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Article

Using data effectively is crucial to effective B2B marketing, offering precision targeting, better customer experience and personalisation at scale.

Article

This Company Profile from Euromonitor provides key details and analysis of Coty Inc, owner of brands such as Rimmel and Marc Jacobs.

Article

A global outlook on the alcoholic drinks category, including information on the leading companies and brands, five trends shaping the industry and market snapshots.

Article

With the concept of a modern family evolving faster than ever, marketers should tap into enduring insights about what motivates family time and understand how children are involved in family purchase decisions.

Gunn Report

Aldi, the supermarket chain, accelerated its category growth in Australia by reversing the perception that its price-cutting reputation meant a compromise in product quality.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and be seen as a driver of change and innovation.

Article

Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.

Case Study

Tecate, a beer brand, challenged Mexico's macho notions of masculinity with a provocative TV commercial in which it took a stance against gender violence.

Case Study

Vicks, a cough and cold medicine, increased sales and brand affinity by launching a campaign that featured a transgender mother as a way to portray new types of families in India that use Vicks to care for their loved ones.

Case Study

Heineken, a beer brand, encouraged sales and increased positive brand perception in Brazil by launching an experimental film that broke gender stereotypes in football with its sponsorship of the UEFA Champions League Final.