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Article

Prudential, the financial-services provider, has leveraged an influencer strategy as it seeks to engage consumers in new ways.

Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

Opinion

This is a guest post from Tom Ewing, Senior Director, BrainJuicer Labs Every year BrainJuicer tests most of the Super Bowl ads, to see which ones are the most emotionally effective.

News

NEW YORK: General Motors, the automaker, is looking to potentially supplement its existing marketing metrics with new measures of success developed alongside partners such as Facebook.

Article

This event report addresses how qualitative research helps General Motors, the auto manufacturer, develop new vehicles.

Article

This article argues that in the era of personalisation, marketing will need to learn to embrace multiplicity, as too much of current marketing theory is still rooted in the singular: an insight, a core proposition, a target audience.

Case Study

This case study describes how Shanghai General Motors' Buick brand was employed to improve road safety awareness and to change the behaviour of people in China by the use of human traffic signs.

Gunn Report

Commentaries on the individual ranking tables of the Gunn Report 2015 (introduced by guest editor Jeremy Craigen) spanning: Film, Print / Out Of Home, Digital, All Gunns Blazing, Countries, Advertisers, Production Companies, Directors, Agencies and Agency Networks.

Gunn Report

Contains the film creative 'Human Traffic Signs' for Buick Road Safety by the agency Lowe China in China.

Gunn Report

Contains the print creative 'No Entry', 'Speed Limit', 'Traffic Light Ahead' and 'Notrucks' for Buick by the agency Lowe in China.

Article

This article argues that the approach of marketing a new product as 'a better product at a lower price' is virtually doomed to failure.

Research Paper

This paper shows how the Chinese Zodiac can provide a model for gaining a deeper psychological understanding of the true emotional meaning of brands among Chinese consumers.

Article

This article discusses some of the challenges for US companies seeking to expand in China. China represents a huge opportunity for western brands as its import market is now worth over $1.9 trillion.

Opinion

China is the world's largest ecommerce market, having grown at 71% annually since 2009 and set to be worth $541bn by 2015.

Article

This article discusses how Qoros, a new entrant into China's highly-competitive auto sector, and its agency BBH are attempting to build cars tailored specifically for the '80s generation'.

Gunn Report

Commentaries on the individual ranking tables of the Gunn Report 2014 (introduced by guest editor Malcolm Poyton) spanning: Film, Print / Out Of Home, Digital, All Gunns Blazing, Countries, Advertisers, Production Companies, Directors, Agencies and Agency Networks.

Gunn Report

Contains the film creative 'Human Traffic Signs' for Buick/Road Safety by the agency Lowe China in China.

Gunn Report

Contains the print creative 'No Entry', 'Notrucks', 'Speed Limit' and 'Traffic Light Ahead' for Buick by the agency Lowe in China.

Gunn Report

A selection of mini case studies of creative work featured in the Gunn Report 2014, briefly outlining the commercial effectiveness of the campaign.

News

NEW DELHI: India is just emerging on the global stage and has not yet gone into the brand-building mode, a leading marketing strategist has said.

Case Study

This case study describes how Buick, the car manufacturer, launched a new SUV product in China targeted at young adults.

News

BEIJING: China is set to overtake the US as the world's biggest ecommerce market this year, after becoming the largest consumer of luxury goods in 2012.

Research Paper

This paper explores the potential for brands to engage with young American adults on the social networking site, Pinterest.

Research Paper

Slogans are very important in brand building, and recall is considered one of the most effective measures of slogan success.

News

BEIJING: Estée Lauder, Audi and Chow Tai Fook are the high-end brands making the most effective use of digital channels to engage Chinese consumers, a study has argued.