Men

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Article • WARC Best Practice, February 2019

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 and at a time of social change.

How a gender strategy can improve your marketing

Article • Amy Fridlund, WARC Best Practice, November 2017

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

How to market effectively to men

Article • Scott Manson, WARC Best Practice, February 2017

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Brands back a new masculinity

News • 13 May 2019

Harry’s, Estee Lauder, Wellman, Coty and Freedom beer are among the brands who are backing a drive to address issues around men’s health – and mental health in particular, as UK Mental Health Awareness Week begins.

Dove Men+Care Champions Paternity Leave for All Dads This Father’s Day

Case Study • SABRE Awards, North America, Cause-Related Marketing, Gold, 2019

Dove Men+Care, a men’s skincare brand, celebrated dads on Father’s Day in the US by making contributions to crowdfunding pages looking to raise money for paternity leave.

Heineken: Chairman

Case Study • Adeola Kayode, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Nigerian Breweries developed a ground-breaking campaign to attract consumer attention and drive volume sales of its Heineken brand in the cluttered World Cup period.

Tefal: Getting people to barbecue at 50ºC

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Tefal, the global cookware brand, used whole-funnel marketing to extend the purchase season and increase sales of its electric grill in Saudi Arabia and the UAE.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2019

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

TENGA: Feel More – Redefining Masculinity by Destigmatizing Masturbation Around the World

Case Study • SABRE Awards, Best Persuasive Content, In2, 2019

TENGA, a global sexual wellness company, increased sales and brand awareness in the US by launching Feel More, a platform that encouraged men to feel more and be unashamed of sex toy use.

Brands and consumers at odds on gender stereotyping

News • 29 January 2019

The vast majority of marketers reckon they’re doing well when it comes to avoiding gender stereotyping, yet almost half of consumers say advertisers are still not getting it right.

Clear: Real-Time Multi-Screen Sports Sync

Case Study • Kel Alegre, Nol Christian Calimbahin, Loren Saguil, WARC Media Awards, Entrant, Effective Use of Tech, 2018

Clear Shampoo launched its Real-Time Multi-Screen Sports Sync campaign in the Philippines for its hero variant, Clear Men Anti-Dandruff Shampoo, Cool Menthol Sport.

How Bonobos built its menswear brand through redefining masculinity

Article • Stephen Whiteside, Event Reports, IAB Direct Brand Summit, October 2018

Bonobos, the online retailer focused on men’s apparel, has built its brand through challenging traditional concepts of masculinity.

Is the time finally right for male cosmetics in Asia?

News • 21 December 2018

The male cosmetics market in Asia has yet to take off in the manner frequently predicted, but manufacturers are gearing up for another go, this time focusing on making products more accessible.

Reclaiming our sense of self through social media: Think Forward

Opinion • Mobbie Nazir, December 2018

We Are Social’s ‘not another trends report’ is a dispatch from the changing social space. CSO, Mobbie Nazir takes us through some of the key trends.

The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

Axe: Cybersport

Case Study • Natalia Kudryavtseva, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Deodorant brand Axe used a cybersports sponsorship to connect with young men in Russia and increase market share.

Clear: NBA Live in-game sponsorship

Case Study • Kel Alegre, Nol Christian Calimbahin, Loren Saguil, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Anti-dandruff shampoo Clear changed its brand proposition and used its sponsorship of the NBA Live app to increase brand awareness of its Cool Sport hero variant, and drive engagement in the Philippines.

Evans Cycles: Return to Gold Hill

Case Study • Direct Marketing Association - UK, Gold, 2018

Evans Cycles, a British cycle retailer, increased awareness of the electric bikes market in the UK by remaking Sir Ridley Scott's famous 1973 Hovis advert.

Gillette updates “The best a man can get” for the #MeToo era

Article • Stephen Whiteside, Event Reports, Advertising Week, October 2018

Gillette, the male grooming brand owned by Procter & Gamble, is adapting its marketing to reflect new social realities.

BP: Say Hello to BP – Waze case

Case Study • MMA Smarties, Bronze, LATAM, 2018

BP, an oil and gas company, partnered with navigation app Waze to reach Mexico’s smartphone-using drivers.

Clear Men: World Cup Winning Moments

Case Study • Mimmie Ong, Peeyush Shekhar, Essy Prita Cinta, WARC Media Awards, Bronze, Effective Use of Tech, 2018

Shampoo brand Clear Men Anti-Dandruff ran a mobile campaign in Indonesia to generate brand awareness and increase engagement among its target audience of 18- to 34-year-old sport-minded males.

Gillette: BabyFace

Case Study • Gilad Kat, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Shaving brand Gillette targeted new dads via a multimedia campaign to try to become relevant again among Israel's beard-loving millennials.

Gillette Deodorants: I Don't Roll On Shabbos

Case Study • Gilad Kat, WARC Media Awards, Gold, Effective Channel Integration, 2018

Gillette deodorant used a multimedia approach, Biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel.

Axe: Find Your Magic

Case Study • Sumeet Parab, Lusiana Teguh, Ferdi Wahyudi, WARC Media Awards, Silver, Effective Channel Integration, 2018

With an inspirational digital campaign in Indonesia, Axe, the Unilever deodorant brand, launched a repositioning drive to change its brand image from one that helps men get the girl, to one that helps men find their own magic.

The Diamond Concierge: The Surprisal

Case Study • Benjamin Davis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

What we know about marketing to men

Article • WARC Best Practice, February 2019

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 and at a time of social change.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
Gillette updates “The best a man can get” for the #MeToo era

Article • Stephen Whiteside, Event Reports, Advertising Week, October 2018

Gillette, the male grooming brand owned by Procter & Gamble, is adapting its marketing to reflect new social realities.
Rethinking gender archetypes in modern advertising

Article • Anna Hamill, Event Reports, Mumbrella360, June 2018

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.
How to market effectively to men

Article • Scott Manson, WARC Best Practice, February 2017

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.
How Nike adapts ‘Just Do It’ to work across cultures

Article • TNS, WARC Exclusive, April 2016

This article reveals how Nike, the sportswear brand, successfully adapted its core brand proposition of 'Just Do It' to very diverse cultures.