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Article

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

Case Study

Fashion brand United Colors of Benetton used its support of women's rights worldwide to introduce the #UnitedByHalf campaign in India and shape perception that Benetton valued issues that mattered to customers.

Article

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Research Paper

This paper explores the applications of big data for new out-of-home measurement, using new technology to access new cost-effective methods of measurement.

Article

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

Case Study

This case study demonstrates how Monster, one of the largest employment websites in the world, generated quality jobseekers' registrations in India with the help of targeted creative ads, messaging and the online medium.

Research Paper

Consumer–brand engagement (CBE) is a priority in the current marketing agenda. However, there is still a lack of empirically based studies appraising its essence.

Gunn Report

An essay by Nils Leonard, Chairman & Chief Creative Officer, Grey London, accompanying the Gunn Report 2015.

Research Paper

International advertisers routinely struggle to adapt humorous ads for the domestic markets of different countries.

Opinion

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them...

Article

This article argues against the common perception that brands can function as "thought leaders". Instead, the authors suggest, real consumers do not talk about brands in their day-to-day lives; brands are much less influential than marketers tend to think.

Article

This report provides insight and analysis from a macro-economic perspective of M&A activity across the key consumer products sub sectors, using M&A data provided by 36 leading European companies.

Article

In the light of the current economic climate and the societal change it has caused, this article argues for the place of "wisdom" at the centre of business and planning.

Research Paper

In traditional cause-related marketing (CRM) campaigns, marketers focus on a promoted product and ads contain CRM messages only in small print at the bottom.

Gunn Report

Contains the campaign video of 'Unhate' for United Colours Of Benetton by the agency Fabrica / 72andSunny in Italy / Netherlands.

Gunn Report

Contains the print creative 'Unhate Korea', 'Unhate Merkel Sarkozy', 'Unhate Obama Chavez' and 'Unhate Israel Palestine' for United Colours Of Benetton by the agency Fabrico / 72andSunny in Italy / Netherlands.

News

BEIJING: The apparel sector is set to boom in China in the next five years, but many brands and retailers may also have to "rethink their strategies", the Boston Consulting Group has argued.

Article

This paper provides an overview of the global clothing and apparel industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Research Paper

This paper reviews the contributions of qualitative methods to the development of advertising as represented within the Journal of Advertising Research over the last 50 years.

News

LONDON: Facebook, the social network, is introducing its Places Deals service in several key European countries, allowing marketers to send tailored offers to mobile phone users.

Case Study

Italian fashion company The Benetton Group were looking to reconnect its casual fashion brand United Colors of Benetton with teenagers via a global campaign.

Research Paper

Recent years have seen increasing interest in the consequences of culture for global marketing and advertising.

News

BANGALORE: Levi Strauss and United Colors of Benetton are set to be among the first multinational apparel brands to post $100 million (€67.2m; £55.6m) in annual sales in India, a result of more than ten years of activity in the country in each ...

Article

In an earlier Knowledge Point article, “Why is it so difficult to produce world class international advertising?”, the article highlighted the pitfalls to be avoided in producing global advertising.

Article

The article examines the Indian market for luxury and fashion brands, based on a research project in Mumbai among affluent consumers and fashion store managers.