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Article

This article covers how marketers can target India's poorest mobile phone users - the low average revenue per user (ARPU) demographic, multi-language programming and the impact of India's demonetization initiative on mobile marketing strategies.

News

WILLIAMSBURG, VA: Over the past five years, social media has overtaken newspapers ads, events and direct mail as a source of new customers for local businesses, research has shown, with Facebook the main beneficiary.

Research Paper

This paper discusses why enjoyment is key to engagement and asks how research can be made more enjoyable for participants without compromising on quality of output.

Article

This article explores how Nike rode on a wave of enthusiasm for running in China, leveraging the brand's running heritage to cut through the competition - local and international - to lead the trend.

Article

This event report shows how Nike, the sportswear brand, connected with Filipinos during the 2014 FIBA Basketball World Cup, by demonstrating its understanding of local culture.

Article

This article looks at the growing importance of 'rurban' India as small town and rural consumers fuel growth in many categories.

Article

This article looks at the factors driving growth in India's rural markets and the challenges that marketers face.

Article

This report studies how companies wishing to predict the future of the ASEAN region must understand the fundamental changes currently taking place in the populations and urban areas of these countries.

Research Paper

This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims.

Article

This event report relates how a "complete reset" of its business model turned around a failing newspaper brand.

Article

This presentation for an American audience demonstrates the importance of understanding other cultures outside the US and offers a way to understand how and why they think differently.

Research Paper

This paper examines the purchasing habits and priorities of low-income consumers in Latin America. This group represents an exciting target segment for many consumer goods companies - in Brazil alone there are 2.2 million households with a disposable income below US$2,500.

Article

This event report explains how for Family Dollar, the US discount retailer, 'value' is more about quality and experience than price.

Article

This report describes how Citibank, the financial services provider, improved brand health through the sponsorship of the New York bicycle sharing programme.

Article

This article discusses the changing nature of communities, and how brands can be part of those communities.

Article

This article highlights 10 trends that are expected to significantly impact consumers and brands in 2014.

Article

This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets.

Article

The Asia Strategy Report explores the smartest thinking in marketing across Asia. The report demonstrates how smart strategy can unlock brand growth, global brands are rethinking their strategy to gain greater cultural relevance in the region, locally owned brands, particularly in India, are raising their game and social media is now the most-used channel in the region.

Article

This report discusses how Diageo, the alcoholic drinks group, markets its products in Latin America. Latin American countries are argued to have more similarities than differences, including language and cultural underpinnings, allowing for a more homogenous regional marketing approach than elsewhere.

Article

This report covers a talk given by Scott Hudler, vp, global consumer engagement, Dunkin' Brands, about Dunkin' Donuts’ mobile initiatives in the US.

Article

This extract from the book Business is Beautiful, a collection of case studies in five categories - integrity, curiosity, elegance, craft and prosperity, focuses on Rabobank, the Dutch bank.

Article

A key consumer trend identified by the Future Foundation for 2013, and discussed in this article, is 'De-globalisation'.

Article

This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans.

Article

Larry Light, chief brands officer of InterContinental Hotels Group, is one of America's most-heralded marketing experts.

Article

This paper provides some general advice for brand owners planning a global launch, and features insights from experts and senior leaders at ANA member companies on creating, developing, and maintaining lasting brand value globally.