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Cultural influences & values

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News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Opinion

Strategists often benefit from an outsider’s eye, observes David Tiltman, Content Director at WARC, as he explores the story behind SK-II’s Marriage Market Takeover: this used an element of Chinese culture so ingrained as to go unspoken as an emotional springboard for a stunningly effective campaign.

News

DUBAI: Achieving consistent messaging across 22 MENA countries is a difficult task, and agencies need to be more sensitive to the cultural differences of the region – which is likely to require more localised campaigns.

Case Study

Cocks Not Glocks, a US non-profit student organization, changed the face of safety by creating an integrated campaign to draw awareness to recent "campus carry" legislation.

Article

Ford, the automaker, has successfully retooled its approach to reaching audiences that have not always been the focus of the industry’s marketing efforts.

Case Study

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Case Study

Fast food chain McDonald's revitalised its yearly Monopoly contest in the UK market.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Case Study

Safety razor brand Gillette drove sales in under-performing states in India through an educational approach.

Case Study

Lynx, the deodorant brand, worked with CALM, the suicide charity, to increase awareness of suicide among men aged 20-45 in the UK, and encourage men to talk about their feelings and seek help.

Case Study

Chocolate brand Ferrero Rocher managed to rebrand itself from a solely romantic love symbol in the Taiwanese market to an everyday gift through a partnership with LINE.

Case Study

Tech giant Google created a digital lantern site to allow users in Taiwan to share the lantern tradition in a more sustainable way, and in doing so, built brand love.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

Article

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

News

BEIJING: Consumer trends in China are set to be shaped by a unique combination of the old and the new and the particular circumstances of society, according to new research.

News

NEW DELHI: US tech giants have turned to Hinglish – a blend of Hindi and English – to power the virtual assistants and smart speakers they are launching in India.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Pizza Hut sought to refresh its brand in 50 vastly different Indonesian cities by employing ethnographic research and developing 'city personas' for segmentation.

Case Study

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Case Study

Coca-Cola, the beverage brand, increased in-home consumption by challenging cultural norms in India with a TV ad.

Case Study

Credit card brand Mastercard used a digital, social media and mobile campaign to change the cash-centric culture in Vietnam.

Case Study

Tech giant Google created a digital lantern site to enable users in Taiwan to share the lantern tradition in a more sustainable way.

Case Study

Airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.