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Article

This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.

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.

Article

This article examines the innovative communications strategy launched by UNICEF in Pakistan and Afghanistan to help it finally eradicate the last vestiges of the poliovirus through its vaccination programme.

Research Paper

This paper examines the challenge of completing the first commercial market research study in Cuba since its revolution in 1959.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Research Paper

This paper describes how Ferrero, an Italian chocolatier, utilized a hybridized research approach to understand how children's behaviours are impacted during Ramadan in Saudi Arabia.

Article

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

Article

This article explores the enduring power of creative intuition in an increasingly data-driven world and how agencies can find a balance to best serve clients.

Case Study

This case study describes how non-profit organisation the Thai Health Promotion Foundation created AbsorbPlate, an innovative design inspired by the texture of sponge, that made Thai food less greasy, and helped tackle Thailand's obesity problem.

Article

This case study describes how credit-card company MasterCard used interactive technology to help shopping mall customers in the UAE overcome their compassion fatigue and donate food to refugee camps.

Case Study

This case study describes how Hindustan Unilever's soap brand Lifebuoy attempted to reduce childhood mortality in India, using an online film to promote good hand-washing habits.

Case Study

This case study describes how Walmart, the US supermarket, appealed to Hispanic consumers in the holiday season through research into inspirational sentiments about the festive period in order to create ads that would chime with the target audience.

Article

This article identifies five rules for marketers to navigate the post-Trump and post-Brexit landscape and shows how they can change their own messages to succeed.

Article

In this article, the author highlights the opportunities for international brands looking to invest in the Russian market.

Article

The article explores the trends impacting financial services in India as the country moves toward digital payments post-demonetization, based on new market research data.

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Article

This event report discusses how Cath Kidston, the British retailer, retains certain British traits as part of its identity, capitalising on moments of international interest in the brand's country of origin.

Article

This article explores the rise of 'daigou' (shoppers who buy Australian brands to re-sell in China) as a powerful shopper segment in Australia and offers advice for building a daigou engagement strategy.

Case Study

This case study describes how Tecate, a Heineken-owned Mexican beer brand, increased sales and market share, closing the gap between it and the international leader, Coronita, with a bold new design.

Case Study

This case study describes how Leon's, a furniture retailer, utilised the local phenomenon of Moving Day in Quebec, Canada, to increase store traffic and sales.

Article

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

Article

This article explores the challenges and opportunities that Latin American brands are facing as they adapt to social, political and technological changes in the region.

News

ASIA: International brands operating across Asian markets should consider whether they are prepared for the "politics of consumption" in a time of political uncertainty and growing brand nationalism.

Article

This article investigates characteristics of Korea's emerging consumer demographics including millennial parents, internationalist singles and shoppers in their forties with high disposable income.

Article

This article explores trends set to shape Vietnam's marketing landscape in 2017, including economic growth, rising smartphone penetration, and the growing popularity of e-commerce, as well as highlighting potential challenges ahead.