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News

GLOBAL: British Airways has acted quickly to shut down concerns about a data breach affecting 380,000 customers, even as a new study warns that the security of their personal data is a major concern for consumers around the world.

Article

Advises on three ways that marketers can use Amazon to reshape, refine and re-energise their social marketing strategies to maximise the impact on brand and sales.

Article

Explores emerging trends and the implications for brands.

Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Opinion

The methods through which brands tell their stories need to change, argues Phil Gault, a strategic consultant.

Case Study

Amnesty International, a human rights non-profit organisation, was able to rally support and unity for the refugee crisis around the world by designing a flag and an anthem, in order to build its global identity.

Case Study

IAG Cargo, the cargo handling division of International Airlines Group, increased its base among small/medium enterprises in the UK by creating an automated and personalised rewards system.

Article

The Italian train station operator Grandi Stazioni uses innovative data sources to craft advertising in one of the most important retail occasions for many consumers.

Article

Looks in detail at the digital B2B buying journey and explains the role played by gates and some of the arguments for and against.

Article

Presents a series of papers devoted to ways in which marketers can ‘get creative with data’.

Article

Advertising scholars have been hesitant to identify creativity as the heart and soul of advertising, and that has produced a chasm between themselves and practitioners.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

Describes how Inmarsat Aviation launched its 'Bring it On' brand proposition and won orders from the likes of Qatar Airways, Lufthansa Group and British Airways owner, IAG.

Article

Outlines a series of papers exploring the challenges and opportunities for telecommunications brands.

Article

This Company Profile from Euromonitor provides key details and analysis of Ryanair Holdings Plc.

Article

This Company Profile from Euromonitor provides key details and analysis of the Emirates Group, an international aviation holding company.

News

NEW YORK: Email marketers recognise the importance of a good subject line when seeking to engage consumers, but intriguing new research suggests cultural and national stereotypes also play a role.

Article

Marketers can help trigger inspiration within themselves by being aware of the three elements which combine to create it.

Article

Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.

News

LONDON: As marketers come under constant pressure to deliver ROI while doing “more with less”, a leading brand strategy consultant has outlined four ways by which this can be achieved.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Case Study

Garuda Indonesia Airlines, a premium airline operating international and domestic flights in Indonesia, improved its ROI for social media, paid search and email marketing by improving targeting.

News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.

Case Study

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.