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Opinion

Each year the landscape that marketers face becomes more complex. Mobbie Nazir, We Are Social’s CSO, explores the themes the agency believes will affect the industry in the coming year.

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 2017.

Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

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.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

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.

Article

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

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

News

AUCKLAND: New Zealand is one of the hottest tourist destinations in the world but the country’s wider brand was almost a victim of its own success, which prompted a focus on developing a more inclusive national masterbrand.

Case Study

Levi Strauss jeans relaunched an old jeans series in India with zero paid media through a social media campaign featuring inspirational women.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

Case Study

Paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

Case Study

Retailer Big Bazaar spoke directly to Muslims in India during Ramzan, with a multimedia campaign aimed at earning brand loyalty and boosting sales.

Case Study

UN Women Pakistan used a sports-based multimedia strategy to launch an anti-domestic-violence campaign.

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

Daily newspaper Dainik Jagran became relevant to, and changed perceptions of, small-town youth in India through a film festival.

Case Study

Romano, a men's shampoo brand, increased revenue by challenging the position of men in Vietnamese society in a social media campaign.

Case Study

Condom brand Skore used TV, digital and events to redefine the category narrative and boost sales in India.

Case Study

Taiwanese maternity brand Mamaway carried out a major rebranding exercise using online to connect with younger mothers outside its Taiwan and China heartlands.