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Article

Tamara Mellon, a direct-to-consumer luxury footwear brand, has recovered from Chapter 11 bankruptcy protection to truly disrupt the fashion category.

Article

Rebecca Minkoff, the fashion brand, has successfully leveraged the power of digital media to build its brand.

Case Study

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

Opinion

What lessons did we learn from World Cup 2018 marketing strategies, and how can their influence be harnessed to deliver winning campaigns? TVSquared’s Marlene Grimm investigates.

Article

Argues that the expertise within consultancies doesn’t lie in brand strategy, the mobilisation of channels or the ability to inspire ground-breaking creativity and provides five steps that planners need to take.

Article

Provides key details and analysis of Reckitt Benckiser Group, a multinational consumer goods company, including home care market assessment, surface care, laundry care and automatic dishwashing.

Opinion

As the 2018 World Cup group stages come to a conclusion, certain brands have shown their marketing colours.

Case Study

Adidas, a sportswear brand, launched an exclusive pair of football boots that could only be purchased with a unique referral code in order to create brand buzz and expand its reach in the UK.

Article

A look at how artificial intelligence (AI) can be used by marketers and how they can get started on their AI journey.

Case Study

Parodontax, a toothpaste brand, increased brand sales by redesigning its packaging and launching global ads that encouraged people to take their gum health seriously without scaremongering.

Case Study

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

Article

General Motors, the automaker, has tapped the power of video research to help bring its consumer insights to life in compelling ways.

Case Study

Timberland, a manufacturer and retailer of outdoors wear, increased its sales and reconnected with Asian consumers by rebranding itself as Teeboolang in China and creating a campaign video for its classic yellow boots.

Case Study

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Article

Walmart, the retailer, is leveraging various new tools and tactics as it adapts to rapid changes taking place in consumer behavior and the technology space alike.

Case Study

Dotsure.co.za, an insurance brand, broke a Guinness World Record in order to promote its pet insurance package in South Africa.

News

SAN SEBASTIAN: Nordic footwear retailer Shoe-d-vision reversed the flow of traffic away from physical stores, drove online sales and gained market share with a combination of programmatic ad buying and AI-informed content.

Article

This Company Profile from Euromonitor provides key details and analysis of Carrefour SA, the owner of brands such as Dia and Champion.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Opinion

There is now an abundance of media available, with people spending an average of 12 hours a day consuming it.

Case Study

ZTE, a telecommunications equipment and systems company, launched a campaign to promote the release of its Axon M handset in the US.

Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

Research Paper

Discusses how PepsiCo, a multinational food, snack, and beverage corporation, developed PEPFlix, an internal analytics platform in Colombia, and provides key learnings behind its implementation, with special emphasis on AI and machine learning in a consumer goods company.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

Case Study

David Sheldrick Wildlife Trust, a charity based in West Africa, created Hello in Elephant, a world-first human-elephant translator.