In order to establish cross-media measurement principles, the World Federation of Advertisers (WFA) and key advertisers from WFA’s Global Media Board including EA, Mastercard, P&G and Unilever, have formed a Cross Media Working Group. This group also includes participants from tech firms, broadcasters and agency… Read More
Brands are undertaking more active efforts towards fostering a more inclusive society. Procter & Gamble (P&G) and retail brand Carrefour partnered in similar vein in the UAE, where shoppers were encouraged to show support for living in a tolerant and inclusive society. Launched in July… Read More
P&G’s initiative to involve the student community for a business competition that demonstrates aptitude for strategy and problem-solving is gearing up for its second edition. The first worldwide challenge, held earlier this year, saw participation from more than 23,000 students from 40 countries applying. The… Read More
Key lessons from P&G and Unilever on how stereotypes can be thwarted in advertising, reports Sana Mahmud Leading FMCG brands P&G and Unilever highlight the importance of using marketing to break harmful stereotypes in a panel discussion at Cannes Lions. Aline Santos, EVP, Global Marketing,… Read More
In marketing and advertisement, authenticity and transparency can make all the difference in building trust with consumers. More people are now looking for the quality of the content that is being presented. Misinformation in social media campaigns is not only compromising influencer credibility but also… Read More
The year 2018 will see marketers face some new and some 2018 versions of old concerns, or so suggests the five key marketing challenges that WARC has enlisted to watch out for in the year ahead. The marketing intelligence service points out CX, data, digital… Read More
Procter & Gamble (P&G) has shifted its brand building initiative to embrace a ‘digital back’ approach. This essentially means that it begins in the digital world and works its way back to the rest of the marketing mix. And according to Marc Pritchard, Chief Brand… Read More
As the attention economy gets tougher, content marketing may be one of the best weapons in a marketer’s arsenal but it also is one the biggest challenges they face. The marketer needs to not only be associated with or create compelling content but also… Read More
Volvo Car Group has appointed Grey Group’s Beirut office to handle its business for the entire Middle East region. Grey’s mandate would include managing all digital assets in addition to developing and adapting creative campaigns for the launch of Volvo’s new car models. “With an… Read More
