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Research Paper

Advertising researchers have highlighted how electrophysiological methods can improve the understanding of consumers’ emotional experiences, yet few published methodological studies draw the necessary guidelines to obtain reliable results.

Case Study

This case study describes how specialist investment manager Architas, part of AXA, created an educational and interactive tool for independent brokers and Architas managers to help them sell more unit-linked products in France, Belgium and the UK.

Case Study

This case study describes how Unilever launched a new format of concentrated fabric conditioner, Comfort Intense, in the UK, Ireland, France, and the Netherlands with a smaller package for a higher price.

News

DALLAS: Supermarkets need to adopt machine learning techniques to overcome a disconnect between retailers' perceptions of product availability and those of shoppers, a new study suggests.

Case Study

This case study describes a campaign by Lacoste, a clothing brand, which used A/B testing and programmatic channels to target audiences in the UK, France and Germany.

Case Study

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Case Study

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

Case Study

This case study describes how Vype, the e-cigarette brand, launched in the UK, France, Italy, and Poland, by rejecting conventional vaping ads that replicated 20th century tobacco advertising.

Case Study

This case study explains how Babybel, the snacking cheese, created a new brand character to engage children and teenagers in Europe.

Case Study

This case study explains how online retailer Zalando used micro-targeting to make people living in small towns and villages feel special - and increase sales.

Case Study

This case study explains how the British government used digital ads to increase the number of voter registrations among British people living abroad.

Case Study

This case study explains how Magnum, the ice cream brand, launched a new product in Europe by associating moods and flavours.

Case Study

This case study explains how Sensodyne, the toothpaste brand for sensitive teeth, used TV ads featuring dentists to increase sales in France, Italy and the UK in a long-term strategy.

Case Study

This case study explains how Meetic, the online dating subscription service, fought back against newer competitors in France, Germany, Sweden and the UK.

Case Study

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

News

PARIS/LOS ANGELES: Snapchat plans to launch its Discover service in France, marking the first time that the image-messaging and multimedia app will provide content in a language other than English.

Case Study

This case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.

Case Study

This case study demonstrates how Always, a feminine pad brand manufactured by P&G, an American multinational consumer goods company, set out to change the meaning of the common playground insult 'like a girl' to demonstrate that Always could do more than offer protection during a girl's period.

Case Study

This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

Case Study

This case study shows how EDF, a French energy company, diversified its business away from just providing electricity - and became instead a well-known supplier of innovative services.

Case Study

The case study describes how Lacoste, a French clothing brand created in 1933, used a 360 degree marketing approach to reignite its fans' passion for the brand while maintaining that important link to its sports DNA.

Case Study

This case study describes how Hello Bank!, BNP Paribas' mobile banking solution, launched a crowd sponsoring platform dedicated to music in France.

News

PARIS: When French publishers ran a week-long campaign against ad blocking last month, those taking a tougher stance had more success in changing user behaviour – an experiment that may prove instructive for publishers in other markets.

News

PARIS: French publishers and media owners are taking a week-long stand against ad blocking, asking those consumers using blocking software to disable it if they want to access content.

Research Paper

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.