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Case Study

This case study shows how The Heart Foundation, a heart disease organisation, successfully changed New Zealander's behaviours towards heart attacks using an effective TV ad campaign.

Case Study

This case study describes how SmartLife, a UAE government-affiliated organisation for Dubai's blue-collared labourers, created educational content and placed it at touchpoints across Dubai to help labourers learn English.

News

GLOBAL: After contracting in 2016, expenditure on luxury advertising is set to recover this year and next, with almost all of the growth being taken by online spending, according to a new forecast.

Case Study

This case study describes how India Gate Basmati Rice used findings from in-depth research to discover its USP in a generic category to boost loyalty in the Indian rice market.

News

NEW DELHI: India's Broadcast Audience Research Council (BARC) first released data about TV audiences in rural areas in October 2015 and now, with almost 16 months of measurement to hand, the organisation's CEO has outlined some of the findings.

News

LONDON: UK retail sales fell by 0.3% in January compared with the previous month, which was well below market expectations of sales growth of 0.9%, according to official figures released on Friday.

News

BEIJING: China's smaller cities will be the main engines of growth in the future, as government polices seek to tackle the problems of urban density in top tier cities, analysts have said.

News

LONDON: As the annual Six Nations rugby tournament prepares to kick off on Saturday, marketers have a unique opportunity to reach a wealthy demographic if they set about it in the right way.

News

ASIA: Rural consumers in emerging markets are increasingly tech-literate and brand-aware, but much about their behaviour remains misunderstood, according to a leading academic.

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.

Case Study

This case study details how Digi Telecommunications, a mobile service provider, increased sales and customer loyalty among migrants in Malaysia.

News

ASIA: Even though there is a global market of 3.4bn rural consumers, many companies fail to reach them because of difficulties with logistics and other issues, yet Unilever stands out as an innovator in this field, a leading academic has said.

News

NEW DELHI: FMCG brands are suffering a significant sales hit in rural India following recent demonetisation efforts by the Indian government, but are hopeful the chaos will ease eventually.

News

NEW DELHI: A number of regional brands in India, in categories from food to personal care, have aspirations to become national brands, but they face a number of challenges in making that leap, not least how much to invest in marketing.

News

BEIJING: China's rural consumers are more adventurous online shoppers than their urban counterparts, and when that trait is combined with improved digital connectivity and better distribution networks there appears to be significant untapped demand ...

News

SINGAPORE: 'Super consumers' – just 10% of all consumers – spearhead profitability in any category, driving an estimated 30% of sales and more than 50% of profits, according to an analysis by Nielsen across 140 categories globally.

Case Study

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian communities with an on-the-ground programme to teach children the importance of hand washing.

Case Study

This case study describes how SmartLife, a leading NGO for Dubai's blue-collared labourers, launched free English classes by using visual learning techniques.

Case Study

This case study describes how Indian detergent brand Active Wheel used its product pack to drive consumers to a specially-created mobile platform to target and help the wives of migrant workers and relaunch the brand.

Case Study

This case study shows how Lifebuoy, a health soap brand, successfully targeted United Nations policy makers with an emotional campaign about child mortality in India.

Case Study

This case study shows how Eden, a cheese brand, increased its sales by providing an alternative to a much-loved Christmas classic in the Philippines, without alienating its audience.

Case Study

This case study shows how Tata Sky, a television service provider, successfully engaged the Indian rural market without changing its brand image for urban customers by developing a new pay-as-you-go product.

Case Study

This case study describes how The Heart Foundation, a New Zealand charity for heart disease awareness, created a challenge, 'The Heart Attack Act' that taught people how to recognise heart attack symptoms.

Case Study

This case study describes how safefood, a public food safety and healthy eating body in Ireland, changed the conversation around the use of folic acid with a digital, educational campaign.

Case Study

This case study describes how Active Wheel, a challenger detergent brand in northern India, created a free phone call platform for families of migrant workers to encourage users of other brands to switch to Active Wheel.