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Best reads of January

Whiplash Team, January 2019

Here’s a brief selection of readings for brand enthusiasts like you to enjoy during the weekend!

Gillette’S campaign “We Believe” has the support of the Millenial and Z generations (EN)

Marc Pritchard, CMO to P&G, Gillette’s owner since 2005, announced that an independent study conducted via mobile apps by the pollster Perksy, revealed that most of Millennials and Gen Zs consumers (a particularly valuable market for brands) reacted positively to the ad “The Best a Man Can Be”.

Gillette’s announcement does not arouse so much polarization (EN)

Despite the heated reaction against Gillette’s ad defying “toxic masculinity,” researchs conducted by Ace Metrix and Morning Consult show that most consumers like the spot.

What do CMOs think about? (ES)

A study on the conversations of marketing managers at the last CES reveals that innovation, the fundamentals of the brand or Artificial Intelligence are the subjects that take away their sleep.

Eight examples of activist brands (ES)

Eight stories of brands, from one of phones made with recycled materials to large companies such as Ikea or Patagonia, that are involved in the sustainability of their products.

Brand activism implies compromised decisions (ES)

We are witnessing the deployment of new marketing strategies that show that brands are willing to take risks to create authentic connections with their users.