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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.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Article

This article explains the factors and considerations for marketers when speaking to an LGBT audience in the United States, including facts and figures around the community and why brands should pay attention.

Article

This article offers advice on social media measurement, suggesting that too few brands are able to articulate their goals and objectives for activity on this channel.

Article

This article gives 10 tips for brands migrating from West to East or vice versa, and also shares a case study from fashion retailer Gap China.

Article

This article explores how brands are adapting from Western to Eastern markets - and vice versa - and pulls out some best practices for success in a different market.

Article

This Company Profile from Euromonitor provides key details and analysis of Pepsi Co, the owner of brands such as Lay's, Doritos and Quakers.

Article

This Company Profile from Euromonitor provides key details and analysis of Barilla Holding SpA, the owner of brands such as Mulino Bianco and Harry's.

Article

This Company Profile from Euromonitor provides key details and analysis of Bimbo SA de CV, Grupo, the owner of brands such as Oroweat and Thomas.

Article

This Company Profile from Euromonitor provides key details and analysis of Associated British Foods, the owner of brands such as Kingsmill, Ovaltine and Mazola.

Article

This report examines the value of a brand's 'Country of Origin', through research into how consumers define the concept and how important where a product is 'Made In' is to a brand's strength, story and differentiation.

Article

This report looks into the roles of trust and dynamism in appealing to consumers, as the combination of trust and dynamism make the future purchase index more than double, when compared to brand trust alone.

Case Study

This case study describes how Wasa, the crisp bread brand, reversed a negative sales trend in Denmark, Germany, Norway and Sweden.

Article

Food marketers have a greater array of considerations when it comes to selling their products than ever before.

Article

Client and agency views from the conference stage at the 2012 Cannes Lions International Festival of Creativity.

Article

This paper provides an overview of the pasta industry in the United States, specifically macaroni, spaghetti, vermicelli and noodles.

Research Paper

The revolution in smartphone technology ushered in by the iPhone has created innovative opportunities for marketers to reach consumers via downloadable mobile applications.

News

NEW YORK: Google and Sony are the companies which have the best reputations with consumers around the world, according to a new study.

Research Paper

What is the right way to advertise in times of crisis? What changes compared to normal times?What must be said, and how? What kind of stories have to be told, so as to connect to a worriedconsumer? The presentation addresses these questions by a semiotic desk analysis of messagesadvertised in Western media from December 2008 to June 2009; that is, in a time of persistingrecession in all developed nations.

Article

In the gloom of the current economic downturn, many brands are failing to change how they approach consumers, but a few are attempting to encourage and lift spirits.

Research Paper

The article describes a research study into attitudes to food. Food is said to have become a self-modelling process and something through which increasingly people define to themselves who they are and want to be, or from which they derive emotional consolation.

Research Paper

Based on global consumer culture theory, this empirical investigation examines how the usage of local appeals in Japanese and American advertising content has shifted over a period of nearly three decades.

Research Paper

This paper provides a cross-cultural view of the interaction between popular culture and dietary habits.

Research Paper

The aim of this paper is to question the segmentation of target groups, seeing that the demographic development in Europe has profoundly altered within the past years as well as the “traditional C.V.” of the individual.

Article

The authors discuss the importance of assessing advertising effectiveness and relating this to return on investment.