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Opinion

Each year the landscape that marketers face becomes more complex. Mobbie Nazir, We Are Social’s CSO, explores the themes the agency believes will affect the industry in the coming year.

Article

This Company Profile from Euromonitor provides key details and analysis of Fast Retailing Co Ltd, the owner of brands including Uniqlo and Comptoir des Cotonniers.

Article

Discusses the rising popularity of facial recognition technology, which retailers have been investing in, partly as a means of tackling shoplifting, but also with the intention of improving the shopping experience.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

E-commerce generates huge amounts of data that platforms can utilise to assist brand partners in a variety of ways.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

This Company Profile from Euromonitor provides key details and analysis of ASOS, the online fashion and beauty store.

Article

Bricks-and-mortar stores are being re-imagined as price and assortment are no longer enough to guarantee footfall.

News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.

News

MINNEAPOLIS: Almost half (47%) of American teenagers regard Snapchat as their favourite social media platform, or almost twice as many as those who prefer Instagram (24%), a new survey has revealed.

Case Study

Nike, the sportswear brand, created Nike On Demand, to re-engage with young athletes in Germany and compete with its top competitor in the country, adidas.

Case Study

Oasis, a soft drink brand, reversed its declining UK sales by devising a brutally honest campaign.

Article

Bricks-and-mortar stores remain important for brands but not necessarily for simply shifting products in the short term.

Case Study

ESPN, a sports television channel, created a mobile ad unit in the US to connect with people who were on the fence about watching the NBA playoffs and finals.

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.

Article

This event report addresses how Under Armour, the sporting goods group, is seeking to “pivot” and become a technology company.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Article

This article explores the reading and thinking surrounding Sina Weibo, a popular Chinese micro-blogging platform allowing users to post, share and explore Chinese-language content, but which also finds itself under pressure to censor unfavourable content by China's government.

Article

This article summarises the insights from a series of key papers about influencers in China who have a huge market which requires an effective strategic approach, bespoke content and local considerations to build consumer loyalty and access hard-to-reach consumers.

News

CANNES: Operating as a “brand in beta” has yielded major benefits in terms of relevance, consumer engagement and driving sales for adidas, the sporting and lifestyle goods manufacturer.

News

LONDON: More than any previous year at Cannes, online video has proven to be a key channel for creative effectiveness, according to a WARC study of the 122 campaigns entered for the Creative Effectiveness Lions this year.

Article

This report highlights trends among the campaigns entered into the 2017 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches, metrics and regional variation.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.