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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 Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This article provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This report offers a global outlook for the apparel and footwear market, examining the performance of its various categories comparatively, against other consumer industries and across regions and markets.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

News

CANNES/GLOBAL: "Van Gogh's Bedrooms", a campaign from the Art Institute of Chicago created by Leo Burnett Chicago, took the Grand Prix in the Creative Effectiveness category at the 2017 Cannes Lions International Festival of Creativity.

Case Study

This case study explains how MEDCOM, a TV channel in Panama, promoted a local news segment by focusing on potholes and social media.

Case Study

This case study shows how the Movimiento Ayuda Cancer de Mama (MACMA), an NGO for the prevention of breast cancer, successfully engaged Argentinian women with breast self-examination by borrowing men's boobs in order to circumvent social media's tight restrictions of women's breasts depictions.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Article

This article explains what the new General Data Protection Regulation entails and how brands can prepare for its arrival.

Case Study

This case study shows how Premier Futsal, India's first professional futsal league, took the country's love for competition shows and turned it into a successful strategy to raise brand awareness and find new players.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

Article

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Research Paper

This paper describes how Coca-Cola, the beverage company, ensures consistency in its market research globally, through the use of a partner organisation that monitors and supports the activities of its research agencies around the world.

Research Paper

This paper explores the different types of TV audiences in Latin America and attempts to identify any changes in TV consumption within the region, using both quantitative and qualitative approaches.

Research Paper

This paper assesses the performance and potential of the Latin American market research industry in relation to three B2B sectors: Healthcare, Agriculture, and Construction and Mining.

Article

This event report explores how brands have partnered with Guinness World Records to drive engagement and awareness in unconventional ways.

Research Paper

This article contends that market research in Latin America is not fully utilising the opportunities offered by smartphones to conduct surveys and collect data, relying too much on face-to-face research.

Research Paper

This paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.

Research Paper

This article explores the use of artificial intelligence in Latin American countries, including Mexico, Argentina and Peru, and suggests that accurate AI-based social listening and analytics can work in any language/country and for any topic.

Article

This Company Profile from Euromonitor provides key details and analysis of Bayer, the pharmaceuticals company, following its acquisition of Merck & Co Inc's consumer health portfolio.

Article

This article looks at how to effectively manage digital marketing assets and why organisation is key in the digital age.