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News

CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.

Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

Article

'Conscious marketing' entails building a business with a higher purpose that can deliver both sustainability and profitability, something that footwear brand TOMS has achieved in a relatively short period.

News

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Article

Dell, the technology company, has used virtual reality to effectively spread the word about its corporate social responsibility efforts.

Research Paper

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging.

News

NEW YORK: Ecological causes are among the most common drivers of corporate social responsibility (CSR) programs, and consumer responses to these efforts are often rooted in hope or fear, according to a study published in the Journal of Advertising ...

Article

Provides marketers with key best practices on planning an effective sports sponsorship strategy, which is dependent on a rigorous strategic planning process to ensure effective targeting.

Research Paper

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine) smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing has slipped.

Article

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

News

NEW YORK: The effects of corporate social responsibility (CSR) communications by financial institutions are influenced by management structures as much as the nature of the message, according to a paper published in the Journal of Advertising ...

News

NEW YORK: Advertising intensity is a powerful driver for the success of corporate social responsibility (CSR) initiatives, according to new research published in the Journal of Advertising Research (JAR).

Case Study

YPO (Yorkshire Purchasing Organisation), a publicly owned procurement organisation in the UK, redesigned its logo, name and branding to raise its profile and improve customer satisfaction.

Article

Unilever, the consumer packaged-goods manufacturer, is taking a holistic approach to tackling the problems facing the digital supply chain.

News

NEW YORK: Two reliable tools of marketing research – attribution theory and congruity – can help marketers understand the effects of event sponsorship as part of their corporate social responsibility (CSR) programs.

Article

Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.

Article

Explores current writing and thinking on the topic of brand purpose, a powerful way to engage consumers and gain preference, it is fast becoming an expectation for some customers.

Opinion

Purpose has gained something of a reputation in marketing as merely window dressing. But Freya Williams of Futerra North America argues that this interpretation ignores the fundamental shift throughout the business world.

Article

Sustainability and CSR remain embryonic in Thailand, so marketers must think outside the box to engage Thai consumers.

Opinion

Claudia Willvonseder is the CMO at IKEA Group and is the chair of the Effective Use of Brand Purpose category at the 2018 WARC Awards.

News

MUMBAI: Global FMCG company Procter & Gamble has announced that it will source as much as US$30 million from women-owned businesses across India in the coming three years.

Article

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

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

News

LONDON: Coca-Cola is the latest brand to join the war on plastic waste, announcing a new World Without Waste initiative which aims to collect and recycle the equivalent of every bottle or can it sells globally by 2030.