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Article

Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.

Case Study

Sobeys, the Canadian food retailer, reversed a trend of declining performance by emphasising the strong associations between Christmas, family and its brand.

Case Study

Budweiser, the American beer brand, associated itself with the most intense moments of hockey through an innovative marketing product in Canada.

Article

L'Oréal USA, the beauty company, is leveraging consumer data in nuanced ways as it seeks to engage with a wide range of consumers.

Opinion

For Mike Teasdale, the notion of brand love is a flawed one, believing it to be nothing more than a habit with some emotion or nostalgia thrown in.

Article

Pakistan is a growing and culturally distinct market that is worth looking at beyond the coverage of the country in the news.

Case Study

The first ever charity handball event live on TV raised the profile of Ford, the American automobile company, in the Czech Republic.

Case Study

Givenchy, a fashion brand, launched its eye makeup range in Russia by collaborating with ride hailing service UBER to produce an on-the-go brow studio.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.

Research Paper

This paper explains how Itaú Unibanco, Brazil's largest private bank, changed its life insurance products to focus on benefits in life, rather than after death.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

News

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

Article

This event report looks at how Danone, the dairy products company, departed from the category norm with its communications around the launch of a new yogurt brand in the UK.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

Case Study

This case study explains how Pantene, the hair care brand, increased sales in the US by promoting father-daughter time in a series of online videos and ads.

Case Study

Google, the multinational technology brand, deployed a digital advertising campaign that teased large UK retailers to try out its new productivity tool program.

Case Study

This case study explains how drinks company Red Bull used video to launch a new energy drink co-branded with motor fuel brand G-Drive in Russia.

Case Study

This case study explains how Weber Vetonit, a building materials company, introduced a new piece of software to reduce costs and increase sales in Russia.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

Case Study

GroundFloor Media (GFM), a PR agency in the US, used enhanced employee benefits to boost retention rates.

Case Study

Pantene, the hair care brand, used a series of videos featuring NFL players and their daughters to promote female empowerment and boost brand sentiment in the US.

Case Study

This case study describes how Google, the internet search company, improved its reputation in Russia by celebrating one of the country's most famous novelists, Leo Tolstoy.

Research Paper

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.