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LONDON: Oxfam, the charity retailer, has emerged as an unlikely champion of online fashion retail, but reframing its image required a careful strategy.

Case Study

Cornetto, the ice-cream brand, increased brand equity in India by telling stories in short videos in a Valentine's Day campaign.

News

LONDON: New figures show that the UK’s retail sector enjoyed a lucrative Christmas this year, as the average household spent a record £1,054 on groceries in the three months leading up to 31 st December.

Case Study

Cornetto, the ice-cream brand, increased sales in India by connecting with young people in a series of campaigns focussing on friendship and love across social media, digital and events.

Case Study

Milk formula Bebelac by Danone regained resonance and brand identity in Indonesia through a campaign building an emotional connection with its customers.

News

LONDON: For British consumers, the arrival of Christmas is signalled not so much by a spate of seasonal advertising as by the sight of festive foodstuffs in store.

Opinion

Heather Dansie, associate research director at Publicis Media, discusses why experience is core to a Christmas strategy and what brands can do to truly embrace the festive season.

Research Paper

Marks and Spencer, a British retailer, found a new creative approach for its Mrs Claus Christmas ad through qualitative research.

Case Study

Samsung, a multinational conglomerate, launched its new smartwatch, the Gear S3, in the UK over the Christmas period by showcasing its biometric data tracking technology through choir singers.

Case Study

Powdered drink brand Tang used a multimedia campaign to extend its usage to innovative food and beverage recipes in order to increase consumption throughout the year in Pakistan.

Case Study

Channel 4, a British public-service television broadcaster, created a contemporary, interactive quiz to increase viewer engagement and prompt views on its catch-up service All 4.

Case Study

UK supermarket chain Sainsbury's used three different approaches to TV ads during its Christmas campaign, including a partnership with TV show Gogglebox, to boost sales.

Opinion

The modern Christmas ad is deeply associated with John Lewis and its mega-successful formula of tear-jerking storytelling and thoughtful gifting.

News

LONDON: Many of the UK’s top retailers have again splashed out on cinematic-style blockbuster ads in the run up to Christmas, but with consumers cutting back on their spending there is evidence that simpler ads could be more effective.

News

WASHINGTON DC: American consumers plan to spend an average $862 on Christmas gifts this year, or $110 more than they said they planned to spend this time last year, according to a new survey.

Case Study

Ancestry, a heritage family tree site, launched a branding campaign in the US aimed to drive conversion to their site.

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.

Case Study

Ice cream brand Cornetto connected with Indian teenagers during the Durga Puja festival to increase brand equity and sales.

News

AUSTIN, TX: Despite a series of recent reports that have suggested US holiday shoppers will spend more this year, it seems few of them plan to pay large sums on their most expensive gift this holiday season, a new survey has found.

News

MUMBAI: Concerns about the slow recovery of India’s advertising market in 2017 have been allayed to a great extent by reported growth of 15-20% during the recent festive season.

News

BANGKOK: Thailand’s finance ministry has edged up its economic growth forecast and businesses are hoping for more positive consumer sentiment following the end of a year-long mourning period for the late King Bhumibol.

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

Condiment brand Lady's Choice, used a TV campaign pushing the idea of reunions to boost Christmas sales of its mayonnaise in the Philippines.

Case Study

Motorcycle manufacturer TVS used a multimedia approach and leveraged the harvest festival of Pongal to win back consideration for its Star City+ model in Tamil Nadu, India.

Case Study

YiYang, a milk powder brand for the over-50s owned by Nestlé, increased sales in China by appealing to filial love.