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Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

News

NEW YORK: Amid daily revelations of instances of sexual harassment in the worlds of advertising, politics and entertainment, IPG boss Michael Roth has restated the agency holding company’s policy on this issue.

Case Study

Coca-Cola, the beverage brand, increased in-home consumption by challenging cultural norms in India with a TV ad.

Case Study

Star Sports, the Indian broadcaster, built interest the Kabaddi World Cup, a traditional Indian sport, by using social media, content and influencers.

News

SYDNEY: Australian media executives have hit back at technology competitors disrupting the local market, noting that their ability to scale is an advantage.

Case Study

Marriage website Jeevansathi's multichannel campaign generated a spike in registrations, made a profit, and created brand pull, by changing the narrative of the category in India.

Case Study

Romano, a men's shampoo brand, increased revenue by challenging the position of men in Vietnamese society in a social media campaign.

Case Study

Communications services provider Maxis' digital retargeting campaign boosted awareness, participation and volunteer recruitment for its Kongsi home-building CSR initiative during Chinese New Year in Malaysia.

Case Study

Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Article

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.

Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

Case Study

This case shows how Sixt, a UK car rental company, increased its market share and consideration by appealing to every driver's smugness.

Case Study

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.

News

GLOBAL: China’s technology giants, including WeChat owner Tencent, e-commerce company Alibaba, and electronics manufacturer Huawei will overtake America’s big five tech companies – Facebook, Google, Apple, Amazon and Microsoft ...

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Article

This article explores how the way we write software can be reinvented to keep the pace of our ever faster hardware.

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 Anheuser-Busch, the owner of such brands such as Beck's, Stella Artois and Budweiser.

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.