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Case Study

BBC Asian Network, a UK digital radio station, successfully increased its audience by re-positioning itself as a true representative of its evolving community.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Case Study

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Inspiring The Future, a career guidance charity, introduced the 'Redraw the Balance' campaign, in the UK, to help shape a solution to gender stereotyping in young children.

Case Study

Tate Britain, a British art museum, used the stories behind its paintings to make art accessible to everyone, particularly those who otherwise felt alienated by art and its associated culture.

Case Study

Marks & Spencer, a British retailer, used feminism to advertise to women in the UK with its 'Mrs Claus' ad, which successfully turned around year-on-year sales declines.

News

SHANGHAI/LONDON: China’s National Day Golden Week holiday has just come to an end, but there are still many ways in which Western brands can target Chinese consumers and a new survey provides essential insights.

Article

Behavioural economics has been a gift to anybody seeking to nudge behaviours but, crucially, it is not without its limitations.

Article

This article assesses Myanmar as an emerging market and promotes the opportunities the country can offer.

News

JAKARTA/KUALA LUMPUR: Young Muslim women in Southeast Asia are increasingly cosmopolitan and ambitious at the same time as being religiously observant, according to a new study which suggests these trends represent both opportunities and challenges ...

News

COLOGNE: Better homes create a better society, according to IKEA’s chief marketing officer, and it is this belief that helps the home furnishings brand focus on a long-term vision in a sector that is changing along with every other.

Case Study

This case study looks at how Nike, the sportswear brand, got India's youth moving again by focusing on young women who face more barriers in playing sports.

Case Study

This case study details how Elevit, a prenatal multivitamin supplement, introduced 'The First Hello' campaign in China to deliver relevant, tailored ads and branded content to a hard-to-find audience.

Case Study

This case study details how The Disaster Management Centre (DMC), the government-affiliated body to provide aid and rescue, introduced an SMS communication system as a means of contacting distressed individuals involved in floods in Sri Lanka.

Case Study

This case study details how Instituo AzMina, a Brazilian NGO, protested against the wage gap in Brazil with its 'More Than 70%' campaign.

Case Study

This case study explains how Coca-Cola, the soft drink brand, helped university students in Myanmar rediscover their enjoyment of the teashop break while putting its brand at the heart of the occasion.

Case Study

This article details how Rede Justica Social, a Brazilian social justice brand, created a campaign to make people take injustice personally and to start a change in Brazil.

Case Study

This campaign explains how Levi's, a fashion brand, engaged with Chinese youths by inspiring them to create their own version of the Levi's 'We Are Original' campaign.

Case Study

This case study explains how Mirinda, a soft drinks brand, created #ReleaseThePressure, a campaign to show parents and teens in India the effects of parental pressure.

Case Study

This case study details how Move, a series of fitness accessories from Samsung, was promoted by showing how it can be fun and useful for non-athletes.

Case Study

This case study explains how Ariel, a detergent brand, celebrated ordinary women in South Africa by partnering with gospel singer Rebecca Malope to launch a call to action at her concert.

Case Study

This case study explains how Yasmin, a contraceptive pill brand, increased sales in China by educating young people about safer sex in a country where the subject is taboo.

Case Study

This case study details how L'Oréal Paris Men Expert, a men's hair and skincare brand, expanded its relationship with gamers in China by giving them a real world spotlight and showing them the importance of looking their best.

Article

This article explains how IKEA's brand purpose remains relevant and embraces change in the business of home furnishings.