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Opinion

Appeals to identity have worked to bring about significant change in the political mood, but why did it work to such a degree? David Penn, of Conquest UK, asks whether marketers are thinking about the psychological overlap that allows people to identify with a cause.

News

WASHINGTON: Six in ten US adults use social media for news, but trust in the medium is exceedingly low across supporters of both parties, while trust in traditional news organisations divides along partisan lines, Pew Research Center figures show.

News

SINGAPORE: Cambodia's millennials are the most optimistic demographic in the ASEAN nations, with their elders not far behind, according to the latest Mastercard Index of Consumer Confidence.

News

LONDON: UK consumers are anticipating price hikes in every major category of goods, as confidence dips among Leave voters following the triggering of the process for the UK to leave the EU, a new study reveals.

Article

This event report outlines how JetBlue, the air carrier, is more deeply connecting its marketing creative with consumer insights.

Case Study

This case study describes how premium household appliances manufacturer Miele pushed its image in Italy beyond the communication pillars of price and performance, with a campaign based on a story about fashion.

Article

This case study describes how a new overactive bladder treatment, Myrbetriq, entered and became the market leader in the category in the US with a high touch campaign that told consumers about 'taking back control'.

Case Study

This case study describes how Nike, the US sportswear manufacturer, motivated young athletes to visit Nike.com for their annual "Gear Up Day" that equips people for the upcoming season.

Article

This case study describes how feminine hygiene brand Bodyform set out to own online share of voice with minimal marketing investment, by challenging taboos with a provocative film featuring sport, exercise and menstrual blood.

Case Study

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Case Study

This case study describes how Herbalife, a US manufacturer of nutritional goods, regained momentum by working with a global online community - CSpace - to identify which messages would resonate with the target audience.

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

News

LONDON: British consumers are more concerned about rising living costs than the consequences of Brexit, or the UK's departure from the European Union, according to a new report that finds this surprising since the two issues are interlinked.

Article

This report details the digital behaviours and purchase journeys of vacation buyers, defined as those internet users aged 16–64 who say they intend to purchase a vacation abroad or at home within the next six months.

Case Study

This case study shows how Flora ProActiv, a Unilever-owned margarine brand, halted declining sales in the UK by redesigning the product to stimulate emotions, reassure consumers, and reverse the decline.

Case Study

This case study describes how FT.com, the online division of the British business newspaper The Financial Times, redesigned its renewals and Step Up communications, primarily through email.

News

SINGAPORE: Consumers in most Southeast Asian markets remain bullish about their economic prospects and spending plans, although Singaporeans and Malaysians are the exceptions to this trend, a new report has revealed.

Case Study

This case study details how chatr, a mobile virtual network operator brand, redefined its brand identity by targeting immigrants in Canada.

Case Study

This case study describes how Kellogg's, a cereal manufacturing company, used one of its brand differentiators to reinvigorate its Rice Krispies brand in Canada.

Case Study

This case study details how Lotto 6/49, a national Canadian lottery game, increased sales among millennial Quebecers by making them realise life is full of lucky moments.

Case Study

This case study describes how EQ Bank, a digital bank, successfully launched in the Canadian market.

Case Study

This case study details how Kellogg, a cereal manufacturer, redefined its Special K cereal brand to appeal to women in Canada.

Case Study

This case study details how Super C, a discount supermarket chain, used a new brand purpose based around Zero Compromise to appeal to Quebec consumers.

Article

This report explores the online behaviour of students through a survey of 5,198 students - defined as those who responded that their current working status was 'in education'.

Article

This article summarises some of the key findings into the online behaviour of students, presented in infographic format.