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Opinion

Advertising is as obsessed with the new new thing as it is with youth, often forgetting that the richest, most influential group of consumers already exists and though they might be older, they are full of life and optimism - Mike Teasdale explains how to speak to this crucial audience. 

Opinion

Individuals have built, and are building, significant brands that embrace community and diversity. So why, ask Jay Richards and Cat Agostinho, aren’t more established brands doing the same?

Opinion

From financial data, to healthcare data, to smart devices such as Alexa and the wearable devices that people wear on their wrists, consumer data trails are everywhere. But are marketers taking their customer’s data privacy seriously? And would your customer trust your brand to safeguard their data?

Data

An overview of different social platforms used for influencer marketing campaigns.

Opinion

Women have been at the sharp end of a year of pandemic and lockdown. As the world slowly emerges from the threat of COVID-19, brands are going to have to reset their relationships with their female audiences, say Philippa Roberts and Jane Cunningham.

Article

COVID-19 has transformed customer behaviour and sharpened the focus on customer experience.

Data

An overview of advertising channels and formats used by Amazon sellers.

Article

Online marketplaces have seen a surge in activity during a year of pandemic-driven lockdowns and stay-at-home orders.

Article

L’Oréal, the beauty giant, has made rapid progress on its e-commerce journey, and has now set the target of driving 50% of sales from this channel.

Opinion

Making public predictions is a notoriously embarrassing pursuit – think the Titanic is unsinkable and the iPhone will fail. Now with COVID-19, e-commerce, the ethical use of algorithms, and social and environmental issues, among other issues, predicting the next 10 years will be even harder. But Lee Walsh argues that APAC brands that thrived during the pandemic should be able to adapt.

Article

Grab’s digital transformation before the onset of the pandemic allowed the ride-hailing company to be well-positioned to face the crisis.

Opinion

Only through the holistic and integrated management of all forms of TV media can advertisers achieve better measurement and greater effectiveness, writes Paul Evans.

Opinion

The steady convergence of commerce and storytelling is driving the creation of a new advertising opportunity, writes Alex Brownsell.

Article

A new model for using search data to uncover regional growth opportunities.

Data

An overview of Airbnb's marketing and advertising spend between 2018 and 2020.

Case Study

NRMA, a home insurance brand, launched its platform Every Home is Worth Protecting in Australia, with a pledge to plant a tree for every insurance policy sold.

Case Study

Nike, a sportswear brand, launched its new product Next%, the fastest running shoe yet, in China with a data-driven campaign that focused on creating mass belief in Nike's product superiority.

Case Study

Globe Telecom, a telco brand, improved brand perceptions in the Philippines with its inclusive, multi-sensory campaign A Star Wars Experience.

Case Study

WWF Singapore, a non-governmental conservation organisation, launched its global campaign Your Plastic Diet to persuade UN member states to commit to tackling plastic pollution.

Case Study

Pizza Hut, a restaurant chain, gave female esports gamers a new hero with its campaign in partnership with mobile game King of Glory in China.

Article

Research by Cannes Lions, the events and content company, outlined several guidelines for engaging consumers in locally-relevant ways.

Article

This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully.

Article

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.

Article

This module has been assembled with one simple aim: to give the reader a thorough grounding in how to think about brands.

Article

This article discusses various approaches used by marketers to understand what consumers want.