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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.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

News

PHNOM PENH: Brands must prioritise product education in Cambodia if they want to build consumer trust for new categories, a senior agency executive has said.

Article

This article explores how Cambodia is becoming a new frontier of growth for multinational brands, and what marketers need to focus on to achieve success in the country.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Case Study

This case study explores how Breeze, a detergent brand, ran a national campaign in the Philippines to take out the worry from removing stains and help moms see the good in dirt.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Article

This Company Profile from Euromonitor provides key details and analysis of Church & Dwight Co, the owner of brands such as OxiClean, Xtra and Arm & Hammer.

Article

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

News

LONDON: Unilever, the consumer goods giant, plans to allocate more of its marketing budget to digital display advertising after a successful trial involving five of its brands delivered an average ROI of £1.47 for every £1 spent.

Article

This report examines 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 2016.

Article

This article examines how to exploit friction to maximise customer satisfaction.

Case Study

The case study describes how OMO, a washing powder brand from Unilever, used a digital campaign to build awareness and brand love, as well as drive sales and position it as a market-leading brand in China.

News

LONDON: A high-profile pricing spat between supermarket chain Tesco and Unilever, the food manufacturer, has been reportedly resolved, ending a stand-off that had threatened the presence of many Unilever food brands on the shelves of the UK's ...

Article

This article summarises some of the paradoxes which characterise the millennial generation, based on research carried out by Landor.

Article

This article, based on research by Ogilvy and Mather, explores how Asia's increasingly middle class women are driving consumer spending growth and provides case studies of how brands can successfully engage this rising consumer group.

Article

This article investigates developments in AI and why digital assistants need to be more conversational.

Article

This article seeks to set a new way of thinking about marketing to women as old definitions and associations such as motherhood, achievement in work, and age have shifted to near irrelevance; women are individuals with new priorities and desires.

Article

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

Article

This article argues that established principles of marketing science still apply to new channels of communication and that embracing them in the planning process can make social marketing campaigns more effective.

Article

This article investigates the significance of trust in the FMCG category as well as suggestions for how brands can foster trust amongst consumers.

Case Study

This case study describes how the washing powder Omo combined heart-warming content with mobile, social media and native advertising activations to engage young progressive Chinese mums.

News

NEW YORK: Procter & Gamble, the FMCG giant, is taking a category-based approach to media-buying, according to a leading executive explaining the decision to switch its US budget from Starcom Mediavest Group to Omnicom Media Group.

Article

This article outlines ten key shopper trends that brands need to recognise within the rapidly evolving retail sector and explains how best they can address them.

Case Study

This case study describes how Downy, one of the biggest fabric enchancers in Indonesia, overcame consumer apathy by using its Scent Switcher technology to engage consumers.