Household & domestic

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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.

Mars Inc (Household and domestic)

Article • Euromonitor Advertiser Profiles, January 2021

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

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.

Shopping reinvented in home and garden

Article • Euromonitor, Research on WARC, December 2020

This report examines how shopping is being reinvented in the home and garden industry. ‘Shopping reinvented’ is one of the eight most influential megatrends shaping consumer markets.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Colgate-Palmolive Co (Petcare)

Article • Euromonitor Advertiser Profiles, December 2020

This Company Profile from Euromonitor provides key details and analysis of Colgate-Palmolive.

New Zealand, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

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

Norway, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the household & domestic 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.

OMO: The 100 Stains Challenge

Case Study • Tahaab Rais, Anna Sadykoova, WARC Media Awards, Bronze, Best Use of Data, 2020

Laundry detergent brand OMO harnessed the power of data-driven targeting to deliver its stain removal message to mums, increase consideration and boost usage in the Middle East.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

Sweden, Household & Domestic advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in Sweden since 2013.

Indonesia, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in Indonesia since 2013.

Belgium, Household & Domestic advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in Belgium since 2013.

France, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in France since 2016.

China, Household & Domestic advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in China since 2013.

Netherlands, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in the Netherlands since 2013.

Philippines, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in the Philippines since 2013.

Thailand, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in Thailand since 2013.

United Kingdom, Household & Domestic advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in the United Kingdom since 2013.

Taiwan, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in Taiwan since 2013.

Italy, Household & Domestic advertising spend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in Italy since 2013.

South Korea, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

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

Spain, Household & Domestic adspend by medium

Data • Cinzia Petio, WARC Data Points, November 2020

An overview of advertising spend by medium in the household & domestic sector in Spain since 2013.

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.

The evolution of direct-to-consumer brands: Admap summary deck

Article • Admap Magazine, January 2019

A summary of new thinking and best practice on the evolution of direct-to-consumer brands from Admap.
How digital channels can help build a brand

Article • Oliver Feldwick, WARC Best Practice, April 2018

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.
Building brand salience through direct-to-consumer value propositions

Article • Danyl Bosomworth, Admap Magazine, January 2019

Discusses how DTC brands create brand salience through a persistent and purposeful brand experience, rather than pure ad-driven front of mind brand recollection.
What we know about the theories of brand growth

Article • WARC Best Practice, September 2020

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.
Marketing skills help to build profitable growth

Article • Hugh Davidson, Market Leader, Quarter 3, 2011, pp. 18-18

Hugh Davidson advises marketers to spend less time on communication and more of their time on the levers of growth.
Differentiation or Salience

Research Paper • John Scriven, Niel Barnard and Andrew Ehrenberg, Journal of Advertising Research, Vol. 37, No. 6, November/December 1997

In this important paper the authors discuss what makes a brand leader. Firstly they critically review the notions of brand differentiation and of major sustainable competitive advantages.