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Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

This article addresses the shortfall between the increasing number of planners and brands that work on global campaigns, and the little literature there is to support them; the author illuminates, here, a unique field in strategy.

Article

This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.

News

SHANGHAI: China's urban FMCG market grew 3% to about $190bn in 2016 and Chinese brands were the main beneficiaries as they captured greater market share at the expense of their multinational competitors, according to a new report.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Article

The article explores how local retail giants in Thailand, India and Vietnam are adapting for market-specific shopping culture and a digital future.

News

SAN FRANCISCO: Unlike Facebook, Twitter has found it hard to develop a large user base in emerging markets, so the messaging network is hoping that its launch of a new slimmed down and data-optimised version will remedy the situation.

Article

This report explores how BMW is tackling the three major business obstacles of autonomous driving, connectivity and electrification.

Article

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

News

HAVANA: Although the US trade embargo on Cuba still exists, a new report from Kantar Millward Brown advises international brands to take a serious look at the opportunities the country presents.

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.

News

NEW YORK/BEIJING: Global brands seeking to succeed in the Chinese market might do better to simply cash in on their name rather than get involved on the ground themselves, according to a legal expert who points to the decisions of Yum Brands and ...

Article

This event report addresses how Johnson & Johnson is seeking to transform the marketing efforts for its consumer-facing brands.

Article

The article explores how the Ultimate Fighting Championship (UFC), one of the world’s most lucrative sports leagues, is using marketing to millennials with content marketing and OTT services, and how the brand is localizing its experience in South East Asia.

Article

This report reviews the strategies and priorities of the 15 largest packaged food players in the world, covering the forecasts from 2015-20.

Article

This event report addresses how Unilever, the FMCG giant, is ramping up its efforts to reach individuals, leverage influencers and deliver meaningful impacts.

Article

This article suggests 5 steps to developing a flexible, adaptable strategy for e-commerce, through insight that creates a solid case, and constant improvement.

Article

This article explores common challenges facing Western tech brands in India, and provides insight into how Samsung and Vivo successfully localized to grow market share.

Article

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.

Article

This article investigates the opportunities and challenges presented to brands by urbanization in emerging markets, and provides case studies of successful campaigns in fast-developing urban areas.

Article

This article, based on data from Ogilvy and Mather's Velocity 12 research, investigates the rise of local brands taking on multi-nationals in developing markets, and provides examples of how single market brands are leading the way in successful localization of marketing initiatives.

Article

This report looks at Ogilvy & Mather's V12 report through an interview with Kent Wertime, COO Ogilvy Asia, on the cluster of South Asian countries experiencing rapid growth.

Article

This event report explains how Twitter's consumer insights team is helping the social media service optimise its product and build its brand.

Article

This article contrasts the most commonly held assumptions about brands from developing and emerging (D&E) markets with the reality.

Article

This event report argues that in order for marketing departments to get the full benefit of data there needs to be a huge shift in attitude.