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Case Study

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Article

Prasoon Joshi, Chairman and Co-Creative Officer of McCann Worldgroup India, is optimistic that the tech revolution on the subcontinent will bring positive change to the advertising industry.

Case Study

Laundry detergent brand Ariel used an innovative campaign in the Philippines to change the perception of its Power Gel as an irrelevant choice and secure future growth.

Case Study

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

Case Study

OMO, a brand of laundry detergent, designed a platform combining gaming, music, audio and entertainment to make a low involvement category such as washing more fun and engaging in Vietnam.

Article

Fernando Machado, the global chief marketing officer at Burger King, was chair of the Creative Effectiveness jury at the Cannes Lions in 2018, and thus has several valuable tips for entrants in this annual competition.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

News

CANNES: Savlon, the antiseptic brand owned by ITC, won the Grand Prix in the Creative Effectiveness category at the 2018 Cannes Lions International Festival of Creativity for a campaign developed with the Mumbai office of Ogilvy, the agency.

Case Study

Savlon, a hygiene brand, affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.

Case Study

OMO, a detergent brand, wanted to promote its motto 'Dirt is Good' in the Middle East in order to impact growth in its stain removal equity and increase sales.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Opinion

Jeremy Bullmore, described by Campaign as “Adland’s greatest philosopher”, has contributed an essay to WPP’s Annual Report for more than a decade.

Case Study

OMO, the laundry detergent brand, used social media, PR and educational content to change attitudes and increase sales in the Middle East.

Case Study

P&G increased its sales and market share of Fairy, a laundry detergent, in the UK by redesigning its packaging to stand out against competitor brands.

Article

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.

Article

Voice-enabled technology, from smart speakers to virtual assistants, is opening an entirely new interface through which brands and consumers will engage and communicate.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

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.

Case Study

OMO, a detergent brand, launched a campaign in Vietnam to drive awareness, generate leads and gain market share.

Case Study

Boxer Superstores, a retailer in South Africa, increased sales of Sunlight, a household soap, by giving customers the chance to live out their dream when they purchased the product.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

Case Study

This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.

Case Study

Leading hygiene brand Savlon affected change in the behaviour of Indian primary school children by introducing and promoting an innovative product in a fun and memorable way.