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Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

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

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.

News

TOKYO: Despite the luxury sector’s traditional reluctance to embrace direct-to-customer ecommerce solutions for sales, two mature luxury markets have shown a particular divergence as just 73% of brands in Japan have adopted, compared to 90% ...

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This Company Profile from Euromonitor provides key details and analysis of Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

News

CHICAGO: Aditya Birla Group, the conglomerate, has successfully advanced a customer-centric agenda by focusing on the idea of the "bosstomer".

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This article provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

News

NEW YORK: Accenture Interactive has acquired digital optimization company, Clearhead, in a move that promises to supply clients with a platform for continuous test-and-learn, and an opportunity to compete with agile digital native businesses.

Article

This short article looks at Danah Zohar's 'The Quantum Leader', a book that offers a powerful new model for business thinking and practice where leaders can adapt to chaos and thrive on uncertainty.

Article

This article looks at the use of stories in advertising and their value in building brands and driving sales.

Article

This article examines the human side of marketing and how humanising CMOs and marketers can drive better leadership.

Article

This article features interviews with the shortlisted candidates for the Marketing Leader of the Year 2017 award, from brands such as Nationwide, M&S, Just Eat and more.

Article

This article offers advice to marketers on how they can successfully negotiate pitching to the board of their company.

Case Study

This case study shows how Canesten, a vaginal medication brand, successfully overturned its declining sales in Hong Kong by creating an original web series that allowed women to learn and talk about vaginal yeast infections.

Case Study

This case study shows how Maxis, a communications company, improved brand equity and rebooted its annual CSR initiative using a multi-platform awareness campaign in Malaysia.

Case Study

This case study shows how Tesco, a supermarket brand, positioned itself as a helpful brand to customers' needs, putting the UK consumer at the centre of each campaign.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

News

CANBERRA: The heads of more than 25 Australian media companies met in Canberra yesterday in an unprecedented display of unity to urge Parliament to back reforms on media law.

Article

This event report examines how Dennis Publishing, an independent UK publisher, successfully launched a version of its The Week magazine to appeal to the tween market.

Article

This article argues that proximity to clients, an external perspective and an enthusiastic, skilled team are key to a strong in-house agency which remains an important and growing part of the industry mix.

Article

This event report outlines how Mastercard, the payments group, is building its brand at a time when obstacles for marketers are rising.