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Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

News

OSLO: A retailer that has become emblematic of elegant Swedish design, IKEA’s traditional out-of-town business model is under threat.

Opinion

The entry deadline for the IPA Effectiveness Awards is in sight. Even if you are behind schedule, don't panic! IPA Effectiveness Editor Carlos Grande summarises how to avoid the most common pitfalls that keep entrants off the Awards shortlist.

News

TOKYO: Agencies in Japan are reinterpreting the meaning of creativity away from posters and films, and establishing consulting units as Dentsu and Hakuhodo formalise diverse forms of creativity.

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.

Article

Looks at how correct and incorrect predictions made in 1998 by The Economist were for the future.

Article

Warns against uncritical use of data and advises that marketers should champion insight to bring its wisdom to the boardroom.

Article

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.

Article

This book by Paul Armstrong aims to offer an understanding of the big technological changes ahead, such as AI and blockchain.

Article

Content marketing should focus on specific audiences, localization and getting consumers to participate and contribute, according to GE's former head of global growth communications.

Article

GoDaddy, the internet services firm, has successfully moved beyond attention-grabbing sexist ads to embrace a brand and corporate strategy that is based around inclusivity.

Case Study

Raspberry Pi, a high-performance computer developed by the Raspberry Pi Foundation, designed a case to protect its product in the UK.

News

BENGALURU: Dailyhunt, the Indian news and entertainment aggregator which specialises in regional language content, plans to ramp up its challenge to other content providers with the appointment of the former head of Facebook India.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

Thailand's demographics are changing quickly, with more educated women, ongoing urban-rural economic discrepancies and the rise of Bangkok as a SE Asian consumer power all major trends.

Article

Outlines six key global retail trends and explores their impact on the fast–changing Thai retail landscape.

Article

Explores the cultural nuances of Thailand, which can stand in the way of outstanding creativity, including avoidance of confrontation, a hierarchical business culture, and fear of losing face.

Article

Outlines the challenges and opportunities facing Thailand's e-commerce sector in the next two years and how brands can build successful e-commerce initiatives in the country.

Article

Looks at how brands are having to adopt more inclusive and nuanced approaches in order to adapt to changing demographics and modern family structures, including challenges to gender stereotyping and kids' influence in purchase decisions.

News

APAC: While it is common for marketers to feel overworked, a new study confirms not only that a majority of brand and agency marketers have too much to do in too little time, but that a similar proportion feel the overwork is affecting their ...

Article

Coca-Cola ensures high quality brand tracking data in 90 markets internationally by employing a 'pre-warning' system for data anomalies, and employing a specific 'data consigliere' resource to ensure high quality, consistent and integrated data across the company.

Article

Analysing trends in content strategies, including the use of data and PR, with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2017 WARC Awards.

Case Study

Traditional Indian sport kabaddi gained relevance through a carefully planned low-budget campaign.

News

SYDNEY: Children are more influential than ever in their parent’s purchase decisions as gender roles and relationships change in families, new research shows.

Article

Provides learnings and simple solutions to several analytical and technical challenges faced by most mid-sized companies working in the insights and strategy sphere in the UK.