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Article

US mobile network Sprint wanted to understand the impact of its customer retention efforts not only on chosen targets but also on those targets’ contacts who were also Sprint users.

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

News

ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.

Case Study

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

Article

This Company Profile from Euromonitor provides key details and analysis of Apple Inc.

News

GLOBAL: Recent forays by the tech giants into software to improve the experience of lower end devices indicate that they are not focused just on the upper end of the market in their pursuit of growth.

Opinion

Future network standard 5G is expected to take centre-stage at this year’s MWC in Barcelona, but, despite the excitement, Marc Schader of Havas expects some of the substantive issues to go unquestioned.

Case Study

Java Republic, the Irish premium beverage company, achieved high growth by using a new design to take advantage of the growing speciality tea sector.

Article

This article outlines the key media trends set to shape Thailand's marketing landscape through to 2020, including mobile, programmatic, AI, big data, and addressability.

Case Study

India is the fastest-growing telecoms market in the world and the second-largest globally, with government policies providing an open and conducive environment for telecoms operators and licences awarded on a regional basis.

Opinion

Faris Yakob wonders whether the explosion of the craft beer industry and resulting decline in the fortunes of the brewing behemoths carries any lessons for advertising? I'm in London this week and, having not been back for a while, I was struck by the visibility of craft beers, which I hadn't noticed to the same degree before.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Google, the digital giant, broadened internet access in India with a free WiFi scheme.

Case Study

BBC Asian Network, a UK digital radio station, successfully increased its audience by re-positioning itself as a true representative of its evolving community.

Case Study

Listerine, the US mouthwash brand, launched its smile whitening mouthwash in Italy with tailor made discounts.

Case Study

Tanqueray, a brand of gin, created a mobile campaign in Spain to relaunch and generate brand awareness to meet competitors.

Case Study

Vodafone, a telecommunications brand, created a mobile mini game to promote the introduction of 4.5G in Turkey.

News

SHENZHEN: As the development of a global 5G mobile standard reaches its final stage, China is keen to use its people and technological power to become a leader in the new landscape that will emerge.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Case Study

Ronald McDonald House Charities (RMHC), a non-profit charity, piloted its ‘Blink’ campaign in the US, which introduced a mobile communication technology for families with very sick children.

Article

This article explores what 5G is, the impact it will have on advertisers and challenges that it faces.

Article

This article looks at the growth of the Israeli start-ups, particularly in the automotive industry, and why the company is punching above its weight in innovation.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

News

MUMBAI: The use of mobile video is spreading to all parts of Indian society according to a new report, helped by the advent of 4G services and falling mobile data costs.