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Opinion

Each year the landscape that marketers face becomes more complex. Mobbie Nazir, We Are Social’s CSO, explores the themes the agency believes will affect the industry in the coming year.

News

NEW YORK: The great majority of sales still take place in physical stores, and while Amazon is undoubtedly a threat, retailers need to be more methodical in assessing where the real battleground lies, according to four McKinsey consultants.

News

LONDON: English-language newsbrands operating internationally face stark choices in terms of which business model they follow, with only a handful likely to find success with paid subscriptions, according to a senior News Corp executive.

News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Article

Political campaigns typically struggle to persuade voters about how to cast their ballot, but innovation in this area could help increase the impact of their activities.

News

LONDON: Email remains the trusted workhorse of digital marketing, but new research shows a majority of consumers don’t think such communications are done well and many have a separate address just for marketing messages.

News

SINGAPORE: Aligning with a social or cultural purpose continues to be a popular strategy for many brands in Asia but customers are increasingly wary of brands that seem inauthentic in doing so, according to analysis of more than 180 ad campaigns ...

Article

Ben and Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

News

MELBOURNE: Amazon’s expected full-scale launch in Australia today is stressing small business owners and focusing the minds of top executives at large retailers.

Article

This Company Profile from Euromonitor provides key details and analysis of Wal-Mart Stores Inc, the owner of brands such as Asda and Walmart.

News

NEW YORK: A key trend for advertisers and publishers to watch in 2018 is the relationship between total time spent online by the average consumer and where they spend the most time, according to Verto Analytics.

News

WASHINGTON, DC: US internet users face larger bills and being blocked from accessing some websites as a result of FCC plans to dismantle regulations that ensure internet providers treat all web traffic equally.

Opinion

Strategists often benefit from an outsider’s eye, observes David Tiltman, Content Director at WARC, as he explores the story behind SK-II’s Marriage Market Takeover: this used an element of Chinese culture so ingrained as to go unspoken as an emotional springboard for a stunningly effective campaign.

News

MUMBAI: Future Group, the retail business, is teaming up with Google India to open a chain of member-only, tech-driven stores under the Easyday name in a development they termed “Retail 3.0”.

Opinion

Freedom of speech is fundamental to the U.S. constitution, but the latest developments in the dispute over net neutrality are putting this basic human right under threat, argues Sovrn's CEO, Walter Knapp.

News

LONDON: Economic uncertainty surrounding the Brexit process will not deter the UK advertising industry, which will remain one of the world’s fastest-growing media markets in 2018, increasing 4.8% to £19.8bn according to the latest ...

News

SINGAPORE: Television remains the most popular lead media for advertising campaigns across Asia, but it is not necessarily the most effective, according to a new WARC report.

News

DUBAI: Achieving consistent messaging across 22 MENA countries is a difficult task, and agencies need to be more sensitive to the cultural differences of the region – which is likely to require more localised campaigns.

Article

Explores the most current thinking and reading on the topic of pricing strategies, examining their impact on sales, profitability, and perceptions of the brand itself.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

News

SYDNEY: Publishers and advertisers wanting to target parents are better off appealing to the “whole person” rather than just their role as parents, according to a Buzzfeed executive.

News

NEW YORK: The balance between global and local brands is tilting towards the former in many categories, new research from Nielsen indicates.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

Article

Provides marketers with information about the risks of online ad fraud, which is costing the industry billions a year, and ways of taking action against it.