Romania’s deodorant market is highly competitive and price-driven, with low brand loyalty and established players such as Nivea, Dove, STR8 and Old Spice. To drive growth and strengthen its position, Old Spice needed to connect with a new generation of consumers: Gen Z, aged 18-24. […]
EACA and Effie Europe have named Jamie Peate, former Global Head of Effectiveness and Retail at McCann, and Claire Miller, Global Head of Strategy Planning at The LEGO Group, as the winners of the EACA Legends of Effectiveness Award. […]
This publication explores how creative communication can turn intention into action and shape how issues are understood. Through cases and industry perspectives, it shows how strong ideas can change behaviour and strengthen brands, while making complex issues easier to understand and act on. […]
What happens when connectivity becomes a commodity and “everything is accessible, and it’s all the same”? In this episode of Marketing Factories, recorded at Deutsche Telekom’s Bonn HQ, CBO Ulrich “Uli” Klenke reveals how the world’s most valuable telecoms brand fights for love over indifference. […]
Read More… from Inside the Deutsche Telekom Marketing Factory
Bulgaria has the lowest organ donation rate in the European Union, with only around 13 donations per year despite nearly a thousand people waiting for a life-saving transplant. Public awareness is extremely low, the topic is rarely discussed, and family consent is often withheld due to fear, uncertainty, and the absence of public dialogue. […]
During the war in Ukraine, protecting the sky became one of the country’s greatest challenges. Every night, millions of Ukrainians faced the uncertainty of air attacks, while the Air Defense Forces needed additional resources and equipment to respond effectively. […]
In Poland’s highly competitive convenience retail market, Żabka operates in a category where brands are constantly fighting for attention, loyalty, and app engagement. […]
Scandinavia is a region with a strong do-it-yourself culture, shaped by high labour costs and a deep-rooted focus on home life. Consumers take pride in improving and repairing their homes themselves, making home improvement an important part of everyday life. […]
