Advertising best practice, evidence and insights

What's working in cleaning products

Article • WARC Category Intelligence, July 2018

Global strategies, campaign updates and trends in the cleaning products category.

What's working in laundry products

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the laundry products category.

How P&G blends traditional insight strategy with new technologies

Article • Geoffrey Precourt and Stephen Whiteside, Event Reports, CES, January 2020

Procter & Gamble, the consumer goods giant, believes that in-person observation still plays a vital role in the research process, despite the growing availability of digital data.

Kimberly-Clark Corp (Household and domestic)

Article • Euromonitor Profiles, December 2019

This Company Profile from Euromonitor provides key details and analysis of Kimberly-Clark Corp, the owner of brands such as Huggies, Kleenex and Depend.

Unilever: PDC Comparative Language Analyser

Case Study • MRS Awards, Winner, MRS Award for New Consumer Insights, 2019

Unilever, a consumer goods company, created a language analyser which used machine learning to analyse the language of various consumers in the UK to gain evidenced insights for informing demographic-dependent brand strategies.

SC Johnson & Son Inc (Home care)

Article • Euromonitor Profiles, November 2019

This Company Profile from Euromonitor provides key details and analysis of SC Johnson & Son INC, the world’s fifth-largest home care player and the global leader in air care.

Clorox uses brand purpose to engage consumers in Latin America

News • 26 November 2019

The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America.

How Clorox shapes its brand strategy in Latin America

Article • Geoffrey Precourt, Event Reports, Festival of Media LATAM, November 2019

The Clorox Company, which makes products ranging from bleach to charcoal and salad dressing, has a major presence in Latin America, and is making sure its brand strategies are fit for purpose in the region.

Scaling up a direct-to-consumer brand in 2020: Eve Sleep's CMO Cheryl Calverley

Opinion • Anna Hamill, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Turning brand purpose into activism: P&G’s Chief Brand Officer, Marc Pritchard

Opinion • Geoffrey Precourt, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

OMO: Express it, don't text it

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Laundry brand Omo launched a one-day, data-driven digital and social execution to build relevance for a new product variant on Mother's Day in Vietnam.

OMO: Project NEMO – Take Dirt to Give Dirt

Case Study • Uyen Nguyen Diep, Soumya Ranjan Panda, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Global laundry brand OMO increased brand love by expanding its ‘getting dirty is good’ philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.

Sunlight: Men Can Too

Case Study • Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Sunlight, Vietnam's leading washing-up liquid, launched a campaign centred around gender equality that increased sales and positioned washing dishes as a 'manly man's' chore.

Dulux: Brighter Homes, Brighter Kids

Case Study • Daniel Cui, WARC Media Awards, Bronze, Effective Channel Integration, 2019

International paint brand Dulux took a multichannel approach to persuade parents to decorate more often to promote its Easy Painting Service and boost sales in China.

Sunlight: The Mekong Connection

Case Study • Soumya Ranjan Panda, Nguyen Bao Tran, WARC Media Awards, Bronze, Effective Channel Integration, 2019

Dishwashing detergent brand Sunlight used a multi-pronged campaign to encourage reappraisal and win over rural consumers from the local brand in Vietnam.

GÜD: Rescue Dogz

Case Study • MMA Smarties, Best in show, X (Global), 2019

Güd, an online dog food brand, increased brand awareness by developing a stray-dog adoption campaign that took advantage of people’s spelling mistakes around dog breeds as a way to drive traffic to a rescue center in Brazil.

OMO: Less Screen Time, More Play Time

Case Study • MMA Smarties, Bronze, X (Global), 2019

OMO, a detergent brand, successfully increased its positive brand metrics and market share by launching a mobile advertising campaign that alerted Vietnamese parents about the time they spent online.

How Procter & Gamble uses analytics and insights to identify new opportunities

Article • Geoffrey Precourt, Event Reports, The Market Research Event, November 2019

Procter & Gamble, the consumer packaged goods manufacturer, is using a nuanced mix of analytics and insights in order to solve granular business problems.

How partnerships unleash Procter & Gamble creativity

Article • Geoffrey Precourt, Admap, November 2019

Looks at how P&G is changing the game of advertising through partnerships.

Procter & Gamble Co (Household & domestic - Home care)

Article • Euromonitor Profiles, October 2019

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble Co, the owner of brands such as Tide, Ariel and Febreze.

Tide: How a detergent won the Super Bowl

Case Study • Account Planning Group - (UK), Bronze, 2019

Tide, a laundry detergent brand, grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Vanish: #LoveForLonger

Case Study • Account Planning Group - (UK), Entrant, 2019

Vanish, a detergent brand, launched the #loveforlonger campaign in the UK which showed the amount of clothes that end up in refill through people throwing them out because of a tough stain.

Sheba: Dogs have owners, cats have willing staff

Case Study • Account Planning Group - (UK), Entrant, 2019

Sheba, a cat food brand by Mars Incorporated, replaced its previous earnest, serious campaign tone with something more humorous, which led to Sheba becoming the number one wet cat food brand in Australia and Europe.

Dreamies: Pavlov's cats – How we brokered a connection with the most fickle creatures in the world

Case Study • Account Planning Group - (UK), Entrant, 2019

Dreamies, the cat food brand, boldly levelled with cat owners in a funny way, which saw it being aired first in Canada and later aired across Western markets.

Pedigree: Dog Dates – Doing Some Good in Europe

Case Study • Account Planning Group - (UK), Entrant, 2019

Pedigree, a petcare brand, launched Dog Dates across the UK and Europe, which matched lonely elderly people with dog owners in the area to get them to go on dog walks and socialise out of the house.