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Setting the strategy

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Article

McDonald's has long been the subject of rumour and supposition around the contents of its products; the campaign has not been easy for the US-headquartered QSR, but it is beginning to shift the dial and regain trust in the UK.

Article

This article looks at how marketers can use big data and data-driven marketing to build a data strategy.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

News

NEW YORK: Unilever, the FMCG manufacturer, believes that following a “5Cs” strategy can help marketers navigate the rapidly-changing communications landscape.

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.

News

LONDON: There are various types of strategy, with a plethora of prefixes – business, marketing, brand, advertising – to further muddy the waters, but, says an industry expert, you will generally have one brand strategy and you can have ...

Article

This paper advises on how to develop a communications strategy and outlines the skills that need to be employed in strategic thinking for anyone in an account planning role.

Article

This short article examines In Your Creative Element: The Formula for Creative Success in Business by Claire Bridges.

News

KOLKATA: India’s FMCG companies use smaller pack sizes as a way of widening distribution and increasing penetration but these efforts may be hampered by government plans to tighten regulations surrounding tobacco sales at paan shops.

Article

This interview examines the success of the Art Fund non-profit’s Art Pass campaign in the UK.

Article

This article examines the constants that won’t change in marketing and society in the future.

Research Paper

The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.

Article

To solve the problems inherent in the existing Bass model, this paper develops a grey Bass model using a non-linear least squares method (NLS) and provides the whitenisation solution of differential equations.

Article

Ethiopia-based multimedia brand Yegna was at the centre of a media storm after criticism from UK tabloids, but despite the noise, the band, talk-show, and drama has the ambitious aim of changing the way girls in the East African country think of themselves.

Article

Despite President Trump's assertions it is "failing", the New York Times reports it is thriving as digital subscriptions grow and it attracts more international attention.

News

NASHVILLE: Planners must effectively employ the “products” of their trade to deliver impactful results, according to Faris Yakob, co-founder of consultancy Genius/Steals.

News

BEIJING: Apple will this week announce the next iteration of its game-changing iPhone model, widely thought to be the dubbed iPhone 8.

Article

This article argues that planners must develop a granular understanding of the “products” of their craft in order to deliver effective work.

Article

This article outlines the importance of process to planners, and is based on the views of Faris Yakob, a co-founder of consultancy Genius/Steals.

Article

This article looks at how brand owner concerns over brand fragmentation and the complexity of the channel landscape can be overcome by putting consumer experience planning at the heart of marketing through a multi-disciplinary, cross-agency approach.

Article

This article examines the idea that brands must ensure every touchpoint, both online and offline, is in alignment as the customer journey grows increasingly complex.

News

NASHVILLE, TN: Planners must ensure their work is supported by a clear underlying philosophy, according to Faris Yakob, the co-founder of consultancy Genius/Steals.

Article

This article addresses the importance of philosophy for planners, based on the insights of Faris Yakob, the co-founder of consultancy Genius/Steals.

News

LONDON: Marketers need to leave themselves the flexibility to respond to events on which they can successfully piggyback their brand, as the recent experience of furniture retailer IKEA has demonstrated.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.