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How P&G is building “citizenship” into brand-building efforts

Article • Geoffrey Precourt, Event Reports, Association of National Advertisers Masters of Marketing Week, October 2020

Procter & Gamble (P&G), the consumer-packaged goods giant, is baking the concept of “citizenship” into its brand-building efforts.

CMO Conversations: Marc Pritchard, Chief Brand Officer, Procter and Gamble

Opinion • Anna Hamill, October 2020

As one of the world’s leading marketers, Marc Pritchard, chief brand officer at Procter & Gamble, is driving a transformational agenda of equality and transparency. He speaks with WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 on reinventing brands post-COVID, prioritising media transparency, and pursuing accountability on diversity.

CPG brands have to call time on mass personalisation

News • 11 October 2020

CPG brands can’t compete with marketplaces like Amazon and Alibaba when it comes to the mass personalisation that defines the new model of owning consumer relationships – and they shouldn’t even try to, according to a new Ascential White Paper, How t

L'Oréal Paris: No.1 and always worth it

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.

How uniting with a common purpose helped L’Oréal Paris UK and The Prince’s Trust unlock the value of young people’s self-worth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris UK, a beauty brand, and The Prince's Trust, a non-profit organisation, launched a partnership to transform the lives of almost 10,000 disadvantaged young people in the UK.

How to win in retail 5.0

Article • WARC Exclusive, October 2020

Ascential’s Generational Retail Development Framework (GRDF) identifies five generations of retail and assesses how CPG brands can succeed in the fifth-generation model which is set to gain traction in the near future.

L’Oréal engages Vietnam with conversational commerce

News • 05 October 2020

French cosmetics firm L’Oréal is one of the major brands pushing into conversational commerce by making themselves accessible to customers all over Southeast Asia, and with particular traction in Vietnam.

The case for conversational commerce: How L’Oréal chats with Vietnam

Article • Low Lai Chow, Event Reports, IAB SEA+India webinar, July 2020

Conversational commerce, or c-commerce, is emerging a key opportunity for brands to engage and connect with consumers in APAC.

Japan, Toiletries & Cosmetics advertising spend by medium

Data • Cinzia Petio, WARC Data Points, October 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector in Japan since 2008.

Consumers seek more value while rural India boosts FMCG recovery

News • 28 September 2020

The emphasis of FMCG spending in India is changing, while the willingness of Indian consumers to spend on luxury and entertainment will be limited by financial and safety factors, according to the fifth edition of Nielsen’s COVID-19 Evolving Consumer

Beiersdorf AG (Beauty and cosmetics)

Article • Euromonitor Advertiser Profiles, September 2020

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Southeast Asian consumers reset as economics trump COVID concerns

News • 24 September 2020

The news cycle related to COVID-19 no longer influences trends on the FMCG market in Southeast Asia.

P&G’s Pritchard sets a September 2021 deadline for “transparent and level” cross-platform measurement

Article • Event Reports, ANA 2020 Media & Measurement Conference, September 2020

Procter & Gamble, the consumer packaged goods manufacturer, is pushing for cross-platform measurement and heightened transparency in the media ecosystem.

FMCG brands can win market share by courting ‘eco-active’ consumers

News • 17 September 2020

Investing in sustainable innovation can help brands win a growing market share of spending by increasingly environmentally conscious consumers, new research suggests.

Ad fraud ranging between 1–2% across regions

Data • Rob Clapp, WARC Data Points, September 2020

An overview of advertising fraud by country and industry.

Estee Lauder (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, September 2020

Provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobbi Brown.

How e-commerce growth has changed Unilever’s media strategy

News • 09 September 2020

E-commerce has grown under lockdown and media spending from FMCG companies such as Unilever is adjusting accordingly.

Mindshare’s Audrey Low: “COVID-19 has helped our business become more agile”

Opinion • Chiara Manco, September 2020

Audrey Low, Managing Director, L'Équipe L'Oréal at Mindshare China, will be judging the Effective Use of Partnerships & Sponsorships category of the 2020 WARC Media Awards. Here, she talks to Chiara Manco about the impact of lockdowns, the coming of age of Chinese e-commerce and the new partnership opportunities opened up by the worldwide digital transformation.

Dove: The 24-Hour Magazine of Natural Beauties

Case Study • Ha Tran, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Toiletries brand Dove created a content-led approach across platforms to change the beauty narrative and create disruptive awareness of its new Nourishing Secrets line, in Vietnam.

Self-reliance: An outlier trend for Indian consumers

Opinion • Grashima Sahni, August 2020

Lockdown in India changed many things about daily life, but one outlier trend that might just be here to stay is one of self-reliance and is an emerging space that savvy brands can capture, argues Grashima Sahni.

CPG brands in India must embrace new consumer trends to thrive

News • 24 August 2020

COVID-19’s impact on the consumer landscape in India have given rise to new trends that consumer-packaged goods (CPG) brands must embrace, according to analysis from Kearney .

IRI’s recession guidelines for CPG brands

Article • Stephen Whiteside, Event Reports, ARF SHOPPERxSCIENCE, August 2020

IRI, the research firm, has outlined various strategies that can assist consumer-packaged goods brands as they respond to the on-going COVID-19 pandemic and related economic downturn.

Influencer endorsements fail to influence purchase decisions

Data • Rob Clapp, WARC Data Points, August 2020

An overview of purchase drivers and planned purchases of UK and US consumers who follow influencers on social media.

Structuring internally to win in e-commerce

News • 05 August 2020

As more brands pivot to online retail during COVID-19, it’s important to get the right structure within the business internally to ensure success; brands need to take a modular approach when looking at a model for growth in e-commerce, says OMG Trans

ITV advertising revenue drops 43% in Q2, retail adspend down 57%

Data • Rob Clapp, WARC Data Points, August 2020

An overview of ITV's advertising revenue by category during the coronavirus (COVID-19) outbreak.

Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
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.