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News

CANNES: Marketers should be more willing to discuss their failures and recognise that these slip ups are often part of a longer journey towards making great work, according to Syl Saller, the Chief Marketing Officer at Diageo.

Article

This event report addresses how Diageo, the alcoholic drinks group, has learned from failure in building brand strategies that truly connect with consumers.

Opinion

It’s a well-known cognitive hack that the more you are exposed to something, the more likely you are to like it, but Faris Yakob thinks that brands need to get smarter about taking advantage of this.

News

LONDON: Channel 4, the UK broadcaster, was forced to dip into its content reserves last year in order to protect creative programming as income from TV advertising declined in the wake of the EU referendum.

News

SYDNEY: Goodman Fielder, the owner of 33 well-known food brands in Australia and New Zealand, is re-orienting its marketing in response to ever-faster consumer cycles, according to a senior marketer at the company.

Article

This article outlines the principles behind innovation at Goodman Fielder, which owns 33 well-known brands in the bread, dairy, poultry and grocery categories across Australia and New Zealand.

News

MUMBAI: India’s marketers must "stay humble and paranoid" to avoid being disrupted by competitors during the mobile revolution, according to the head of Facebook in the country.

Article

This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.

Article

This article looks at how global brands should be appealing to wealthy consumers who continually migrate around the globe.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

Article

This event report looks at how drinks brand Guinness reacted to a changed marketing environment, developing its global brand purpose and successfully tweaking creative when necessary.

News

CANNES/BEIJING: Western companies have the opportunity not only to grow in China but to embrace some of the elements that have made China grow at incredible pace, particularly its tech sector, according to the President of Nielsen Greater China.

News

CANNES: Oath, the new media company created from the merger of Yahoo and AOL, does not envisage taking on the internet giants head-to head, but instead intends to seek a "differentiated" relationship with consumers, its chief executive has said.

Opinion

What skills does the planner of the future need to have? A tough question for today’s agencies, in which the traditional brand planner often needs to share room at the (client’s) table with CRM strategists, social strategists, content strategists and all the rest of the roles that have popped up over the years.

Article

This event report looks at the lessons learned in the course of developing the award-winning The Fixer campaign for Direct Line insurance.

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article examines the importance of a scientific approach, in addition to a creative one, and the value of marginal gains theory to improve overall advertising effectiveness.

Research Paper

This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.

News

LONDON: Ryanair, the low-cost airline, focuses its marketing efforts on SEO and content marketing in order to drive traffic to its website rather than higher cost activities that are open to fraud and which deliver questionable metrics, its CMO has ...

Article

This event report explores Cambridge Analytica's program of research, data analytics and digital marketing during the 2016 US Presidential election.

Article

This event report outlines how WWE, the wrestling group, is developing its content strategy across multiple channels.

Article

This event report addresses how Nescafé, the coffee brand, has sought to enhance its digital presence.

News

LONDON: Automotive marketing remains stuck in the past and has yet to catch up with the technological and social changes taking place around the world, according to an industry figure who argues it can usefully learn from the approach taken by ...

Article

This report explores how Intel, the technology company, implemented a new campaign to help reinvent its brand.