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News

SYDNEY: Trust is crucial when using social media influencers, but advertisers continue to be tripped up by influencers’ previous activity and now face new challenges with the rise of computer-generated influencers .

Article

When Latitude Finance (previously GE Money) relaunched its new brand in Australia, the company tapped actor Alec Baldwin to position itself as a new challenger brand to banks.

News

LONDON: The decision of confectionery giant Mars to pull its online advertising from YouTube could present an opportunity for UK broadcaster ITV according to one analyst.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Case Study

Aashirvaad, a wheat flour brand from ITC Foods, created a media outreach campaign in India to dispel the myths that its products contain plastic.

News

BEIJING: Alibaba and Tencent, two giants of the Chinese tech ecosystem, and the venture fund, China Media Capital, are reportedly in talks to buy a minority stake in WPP Group’s China operations.

News

BENGLARU: Consumer electronics continue to feature prominently in Flipkart’s Big Shopping Days, but the e-commerce platform sees fashion as being vital to its future.

Article

This Company Profile from Euromonitor provides key details and analysis of Henkel AG & Co KGaA in the Home Care category.

Opinion

Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Research Paper

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Article

Provides best practices for omnichannel retailing, including priorities, challenges and the state of omnichannel by region.

Article

BlackRock, the asset-management company, believes it is essential for enterprises to embody a clear sense of social purpose to prosper in the long term.

Article

Millennials aren’t hitting traditional life milestones at the usual ages, and this means marketers need to rethink the concept of life-stage marketing, according to Buzzfeed and Publicis research.

Case Study

Absolut Vodka launched the One Source campaign in South Africa, which sponsored the launch of a new hip-hop album through a documentary, music video and limited edition bottles.

Case Study

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Case Study

The Socialistisk Folkeparti (SF), a Danish political party, increased voter registration by launching a viral campaign that mocked candidate Trump as the antithesis of its ideology.

News

PARIS: Residents of several major European cities have made use of bike-sharing schemes ever since Paris pioneered the hugely popular Vélib system in 2007 and now the French capital is about to become a test bed for e-scooters.

Case Study

Kraft-Heinz, an American food company, increased its market share in the US by linking its brand to the iconic 1960s show Mad Men.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Case Study

ANZ Bank Australia highlighted its partnership with the Sydney Gay & Lesbian Mardi Gras by redesigning its ATMs, banks and website to show its support.

Case Study

Alcoholics Anonymous (AA), an international mutual aid fellowship that provides support for alcoholics looking to maintain sobriety, marked its 70th anniversary by launching a social media campaign aimed at reaching a younger audience in Brazil.

Case Study

Jesse's Deli, a New York bodega, partnered with other small business owners to launch a campaign that highlighted the issue of out-pricing rents, and successfully passed a law protecting small business owners in the US.

Article

GSK Consumer Healthcare, the pharmaceutical company, has been undergoing a profound digital transformation as it adapts to new consumer and marketplace demands.