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LONDON: Modern marketing is all about data, but collecting that from a multiplicity of sources and then making sense of it is a major challenge for businesses which really need to consider investing in a data management platform, an industry figure ...

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SYDNEY: Australian media agency spending passed A$7bn in the 2016-17 financial year with digital and outdoor registering the biggest increases, new data show.

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This event report outlines how PNC, the financial services group, approaches sponsorship.

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LONDON: Out-of-home media is attracting some unexpected advertisers as the medium’s digital capabilities expand and the possibilities grow for a more creative approach using real-time and contextually relevant content.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

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This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

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NEW YORK: Half of US millennials welcome CEO activism – as long as they agree with the opinions being expressed – and say this positively affects their purchase decisions, a new report says.

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CANNES: Diageo, the alcoholic drinks company, believes that purpose-driven marketing remains a powerful form of communications, despite some emerging criticisms of this strategy.

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This event report outlines how POLITICO, the political news provider, is tapping consumer insights to more fully understand its audience at a time of profound change.

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CAMBRIGE, MA: From chatbots handling routine customer service inquiries to high-powered strategic consultancy work, there are few business areas immune from the advance of artificial intelligence.

News

SHANGHAI: Brands looking to prosper in China need to tap into the nation’s cultural trends and position themselves in a way that resonates with key demographic groups a new study suggests.

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CAMBRIDGE, MA: Brands need to adopt a portfolio approach to the material they post on social media, with a mix of emotional content and product information, to drive both engagement and purchase, an academic has said.

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LONDON: Own-label "copycat" brands are taking business from leading brands by "preying" on shoppers' unconscious decision-making processes in noisy and confusing retail settings, neuroscience research suggests.

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SINGAPORE: Concise and clear collateral design is at the heart of customer experience for financial brands, according to a senior executive at a major Singapore bank.

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SHANGHAI/NEW YORK: WeChat and Weibo dominate the social media landscape in China, but for Becky Li, one of the country's top fashion bloggers and key opinion leaders (KOLs), WeChat is more effective because of its trust factor.

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GLOBAL: Two-thirds (66%) of the world's population, or more than 5.5bn people, are expected to be using mobile devices by 2022, according to a new global forecast.

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SAN FRANCISCO: Stung by criticism earlier this year that it wasn't doing enough to combat online extremism, YouTube has now launched software that redirects would-be jihadists to anti-hate videos aimed at debunking extremist narratives.

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NEW YORK: Neuroscience can offer a range of powerful insights into creative effectiveness, as shown by an analysis of popular Super Bowl spots conducted by Nielsen Consumer Neuroscience.

News

SINGAPORE: Exports from New Zealand to Singapore and other Asian markets have risen steadily over the past decade, leading a senior public relations executive to believe it is New Zealand's national brand itself that is driving much of the growth.

Article

This event report outlines how Lane Bryant, the fashion retailer for women, has challenged conventional images of beauty.

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This event report outlines how MillerCoors, the brewing giant, establishes and activates its sponsorship priorities.

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This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

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This event report outlines some of the failings of political pollsters during the 2016 Presidential election, drawing particularly on learnings from consumer-focused market research.

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This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

Article

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.