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Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.

Trends of the month: Facebook regulation, FMCG growth in China and digital publishers

Opinion • Rob Clapp, January 2021

This month: how regulation may challenge Facebook’s reliance on Instagram and WhatsApp, how FMCG brands are growing in China, and the role of digital audiences for publishers.

Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

Only the largest Indian FMCG brands grew during COVID-19

Data • Rob Clapp, WARC Data Points, January 2021

An overview of FMCG volume growth in India during the coronavirus (COVID-19) outbreak.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

A change of pace: How China’s smaller cities are both modern and traditional at the same time

Article • Oliver Sweet and Aude Charbonneau, WARC Exclusive, Spotlight China, December 2020

Ethnographic work by IFF and Ipsos reveal the untapped opportunity for brands in meeting the demands of China’s smaller cities.

Unlocking the creative genie: How the content rock stars at Unilever and Brandscapes Worldwide collaborated to help the bar on creative development

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Unilever, a consumer goods company, devised a plan to raise the bar for its creative development, leading it to win Marketer of the Year for the Effies in both 2018 and 2019.

Unilever: Putting the consumers voice through-out the business

Research Paper • MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020

Unilever, a consumer goods company, launched the Digital Voice of the Consumer (DVOC) programme which uses research techniques to empower the brand to detect incidents in the marketplace and provide actionable insights.

Dove: Not Just One Brand of Real Beauty

Case Study • Imogen Bourke, Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove, the beauty care brand, localised its global brand platform to tackle unrealistic beauty standards for women in Hong Kong.

Top Chinese FMCG companies attracted 82m more consumers this year

Data • Rob Clapp, WARC Data Points, December 2020

An overview of the top 22 FMCG companies in China in 2019 and 2020.

Norway, Toiletries & Cosmetics adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector in Norway since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

New Zealand, Toiletries & Cosmetics adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector in New Zealand since 2013.

Computing the crystal ball: Can you predict trends before they occur?

Research Paper • Barnava Nandi, Chandan Agarwal and Ritika Sinha, ESOMAR Conference papers, APAC, 2020

Hindustan Unilever, an Indian consumer goods company, inspected multiple data sources to gain insights into current market trends to enable it to act ahead of the market across multiple sectors.

Winning the beauty contest with the right touchpoint mix

Opinion • Caroline Schicketanz, November 2020

In the fifth of Kantar’s category-specific touchpoint investigations, Caroline Schicketanz explores effective touchpoint management for personal care and beauty brands.

Online FMCG consumer spend is 46% higher than in store

Data • Rob Clapp, WARC Data Points, November 2020

An overview of online and offline FMCG consumer spend by region.

Why CPG marketers need to reassess their strategies

News • 18 November 2020

With eight in ten CPG brands having seen a shortening of their purchase cycles, even as consumers are visiting stores less frequently, brands need to re-examine their marketing strategies.

US, Toiletries & Cosmetics advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector in the United States since 2013.

L'Oréal looks for focused reach through connected television

Article • Geoffrey Precourt, Event Reports, Advertising Week, September 2020

L'Oréal, the cosmetics manufacturer, is using connected television (CTV) to generate incremental reach and engage particular audiences.

How Procter & Gamble takes a stand for racial equality while building brands

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2020

Procter & Gamble (P&G), the consumer-packaged goods giant, has been a champion of racial equality in its advertising while also driving growth.

How CPG advertisers should approach loyalty in the face of changing COVID-19 purchasing habits

Article • Lance Brothers, WARC Best Practice, November 2020

Details how CPG brands can pursue loyalty as the COVID-19 pandemic continues, drawing on data from over 51 million US households.

Thailand, Toiletries & Cosmetics adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector in Thailand since 2013.

Sweden, Toiletries & Cosmetics advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector in Sweden since 2013.

Global, Toiletries & Cosmetics advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector globally since 2013.

South Korea, Toiletries & Cosmetics adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the toiletries & cosmetics sector in South Korea since 2013.

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
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.
What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
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.
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.
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.