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SINGAPORE: The entire organization needs to step up when a brand is undergoing change, according to an executive at Singapore Tourism Board, who described her own brand’s journey as “very intense and very emotional”.

News

LONDON: Businesses with a strong marketing effectiveness culture are fitter and better able to deliver targets, according to a new study which highlights five behaviours that successful organisations are practising.

Article

Uber, the taxi app, is using smart strategy to move beyond a string of negative headlines and position itself for future development and growth.

Article

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

This article examines how companies need to restructure themselves in order to market more effectively in the digital age.

News

BILLUND: LEGO, the Danish toymaker, is streamlining its management structure as it seeks to improve its ability to implement marketing strategies and react to new trends.

News

LONDON: Weetabix, the breakfast cereal, believes that its management structure and workplace culture is central to its ability to successfully respond to the UK’s changing breakfast habits.

Article

This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.

News

SYDNEY: Optus, one of Australia's biggest telco brands, is encouraging teams to take "calculated risks" to drive innovation in a traditional but highly competitive category, according to a senior marketer at the company.

News

CANNES: State Street Global Advisors, the financial-services group responsible for the "Fearless Girl" statue in New York, is taking a long-term perspective as it seeks to follow up on this major marketing success story.

Article

This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

Article

This article examines the human side of marketing and how humanising CMOs and marketers can drive better leadership.

Article

This article explores how the collective intelligence of a large group of well-informed people can sometime be more useful than the input of a single expert.

News

CANNES: Marketers must push harder to advance gender equality both in their creative work and across the industry at large, according to Marc Pritchard, Global Brand Officer at Procter & Gamble.

Article

This event report outlines how Procter & Gamble, the FMCG company, is addressing the issue of outmoded gender portrayals in advertising.

News

GLOBAL: The marketing community not only needs to move away from stereotypical depictions of women in advertising if it is to successfully reach this group, but also to recruit more women to senior positions, an industry figure has argued.

Article

This case study shows how the Direct Line Group, an insurance provider, devised a strategic solution to boost its staff's morale and curtail its sales decline.

Article

This article explores the ways in which companies such as Kaiser Permanente, the healthcare group, Marriott International, the hotels group, and car brand Nissan promote diversity.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

Research Paper

This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business.

Opinion

Long ago, I had an interview in New York with a well-known advertising agency. In the last of a round of interviews, the head of human resources used a phrase that I've heard with increasing frequency over the intervening years.

Article

This article covers how Anheuser-Busch InBev (AB InBev), the beverage company, has adopted an innovation culture, including experiential marketing and establishing an in-house innovation lab.

News

ATLANTA: Beverages giant Coca-Cola is restructuring its senior marketing team in a move that will see the departure of Global CMO Marcos de Quinto, who has been responsible for the company's "One Brand" strategy.

Research Paper

This paper examines how dashboard applications might be transformed in order to maintain interest and user attention.