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Article

Summarises knowledge and offers guidance and reading on brand equity, a measure that sometimes relates to financial value but more commonly reflects a consumer view of a brand.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

Explores the current thinking and writing on the subject of TV effectiveness, a discipline of measurement that has undergone significant change in light of TVOD and streaming.

News

GLOBAL: Content should be a long-term play for brands, which ought also to be considering how they can best utilise data to make their campaigns more effective, according to a new WARC report.

Article

This article explores the reading and thinking surrounding Sina Weibo, a popular Chinese micro-blogging platform allowing users to post, share and explore Chinese-language content, but which also finds itself under pressure to censor unfavourable content by China's government.

Article

Covers the current thinking and reading on the subject of artificial intelligence, a significant step for any industry that manipulates large quantities of data and has to make quick decisions based on those findings; in marketing the implications of AI are far-reaching.

Article

As online content becomes a core brand platform in India, marketers must understand local media consumption habits, be useful and think long term to build brand love.

News

MUMBAI: Recent decisions by the Indian government to relax rules around foreign direct investment and sourcing in the retail sector are expected to accelerate the growth of organised retail and to push its market share to 10% by 2020.

Article

Arsenal football club and agency partner AKQA built a skill for Amazon's Echo that allows users to engage with the club in a new way, but one familiar enough to become a habit.

News

DETROIT, MI: Lifting a brand out of “irrelevance” in a market as big as the US doesn’t come cheap, as German car marque Volkswagen prepares to invest over $3bn to boost branding and launch a new sedan in an attempt to win over ...

News

SYDNEY: The majority of Australians now spend more time online than offline, as their consumption of digital entertainment content continues to increase, according to new data from Nielsen.

News

WASHINGTON, DC: New research suggests that one in six US adults now own a smart speaker in the style of Google’s Home or Amazon’s Echo, but, as Apple fans await the launch of the HomePod, there are questions about how many devices the ...

News

BEIJING/COPENHAGEN: Lego, the Danish toymaker, has announced a partnership with Tencent, owner of China’s WeChat and one of the biggest mobile games developers in the world, to jointly create online games and possibly a social network for ...

Article

Procter & Gamble, the consumer packaged goods manufacturer, is taking a nuanced approach to digital marketing in Latin America.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

News

CHICAGO: United Airlines, the air carrier, believes that leveraging employee advocacy can effectively deliver multiple benefits for its brand.

Article

Asia's kids are digitally-native consumer powerhouses, influencing their parent's spending in the clothing, travel and household categories while also spending more than three hours a day online.

News

LONDON/ADELAIDE: Big brands are not dying, brand loyalty to them is stable and younger consumers are not rejecting them, according to research from the Ehrenberg-Bass Institute.

News

SAN FRANCISCO: Facebook founder Mark Zuckerberg announced late last week that the platform will overhaul its news feed to prioritise posts from family and friends.

News

SHANGHAI: Marriott, the US hotel chain, has found itself at the receiving end of official Chinese anger after a Mandarin-language questionnaire emailed to its loyalty program customers listed Tibet and other territories as independent countries.

Opinion

Rob Isaacs, Head of Content and Partnerships at Lucky Generals and a judge for the 2017 Effective Content Strategy category at the WARC Awards, says that content marketing campaigns need to learn to love data.

News

LAS VEGAS: Augmented reality should be the technology on which marketers place the highest priority coming out of CES, according to Shelly Palmer, CEO of The Palmer Group, a strategic advisory and creative-services firm.

Article

United Airlines, the air carrier, has successfully increased employee advocacy on social media through taking a rigorous approach to driving this activity.

News

LONDON: Cadbury, the UK chocolate brand owned by US giant Mondelez, is ditching its six-year-old “Free the Joy” marketing campaign to concentrate instead on messages that emphasise everyday moments of kindness and generosity.

News

GLOBAL: Global adspend growth is expected to increase to 3.6% in 2018, up from 3.1% in 2017, according to the latest estimates from Dentsu Aegis Network.