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Article

Netflix’s unique blend of content savvy and technological expertise have helped the streaming platform rapidly build its subscriber base and content portfolio.

Article

The advertising and marketing sectors are facing a talent "crisis" as millennials look to other industries regarded as offering careers with both greater remuneration and a clearer sense of purpose.

News

NEW YORK: Pharmaceutical marketers posted the greatest increase in brand-activation spending last year, according to a report from the Association of National Advertisers (ANA), the trade body, and PQ Media, the research firm.

Article

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

News

COLOGNE: The newspaper President Trump frequently derides as “the failing New York Times” is actually doing rather well at a time when, according to CEO Mark Thompson, “the importance of high-quality journalism couldn't be ...

News

NEW YORK: Brands such as Target and Band Aid are moving beyond simple transactional interactions with influencers, which can be fraught with issues around brand safety and transparency, to develop longer term relationships that can include product ...

News

MEXICO CITY:  AB InBev, the global brewing company, will attempt to speak to Mexican workers planning to cross the border to the US for a life of poorly paid work by offering the opportunity to become small business owners selling the ...

Article

Brand activation commands a major share of marketing budgets, and category trends in this space help demonstrate how brand mindsets and budgets are changing.

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

NEW YORK: Forward-thinking banks can build a strong branded position as consumers’ “trusted” data manager, according to a timely study published a week after credit reference agency Equifax admitted that hackers had stolen the ...

Article

Agencies are facing major challenges as industry disruption and budget shifts put pressure on old business models, but also have significant opportunities in the digital age.

News

NEW YORK: Six major advertising industry trade associations have signed an open letter attacking Apple’s “heavy-handed” approach to setting cookies in the latest update of its Safari browser.

Case Study

This case study explores how US athletic apparel and uniform brand Russell Athletic regained relevance among a new generation of athletes through a campaign defending the importance of team over individual glory.

Case Study

This case study explains how The Ad Council's Love Has No Labels campaign, an equality movement, flooded American culture with diverse images of love to normalize them and reduce implicit bias.

Case Study

This case study explains how BASF, a global manufacturer of crop protection products, radically reconsidered its brand and the people it serves through its 'Grow Smart' campaign in the US.

Case Study

This case study explains how Under Armour, an American sportswear brand, cemented its connection to Golden State basketball player, Stephen Curry, to become a credible threat in the lucrative basketball category.

Case Study

This case study explains how UNIQLO, a Japanese clothing retailer, launched its brand in Toronto despite a wave of store closures from well-established Canadian and international brands.

News

SAN FRANCISCO: Facebook has announced it is taking steps to address advertisers’ concerns over brand safety by restricting the type of content that can be monetized around in-stream ads and Instant Articles.

Case Study

This case study explains how letgo, an app for buying and selling secondhand goods, took over the US, Turkey and Norway by tapping into psychological differences between cultures.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

Case Study

This case study shows how biopharmaceutical company Shire introduced its new dry-eye drug by educating women about their eye health and launching empowering lifestyle brand eyelove.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

Case Study

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Case Study

This case study explains how Lysol, an American cleaning products brand, connected with mothers to turn its functional germ-kill claim into an emotional promise of protection.

Case Study

This case study looks at how Jolly Rancher, the American candy brand, transformed its strategy to go from an undesired brand to a sustained success.