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Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

Article

With many brands now using chatbots as a marketing tool, this article examines the benefits, purposes and future of chatbots.

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

BEIJING/NEW YORK: A New York-based start-up has found an innovative niche by enabling US retailers to engage directly with young Chinese consumers via livestreamed shopping events.

Case Study

The left-wing political party Socialistisk Folkeparti (SF) reversed its fortunes with a strategic bus ad campaign which captured the attention of voters around the world.

Case Study

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

News

SHANGHAI: International luxury brands are jumping on China’s live-streaming craze as Fashion Week in European capitals offers new chances to engage Chinese shoppers.

Research Paper

This article summarizes our work using a network-based approach to mapping the main constituencies discussing specific topics on Twitter.

Article

The lessons of behavioural science are being taken on by more and more marketers, even as many fail to appreciate that they are themselves affected by industry biases.

Article

Examines the potential of artificial intelligence in business and of its impact on human society in the long term.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Article

"Direct" brands, which sell products directly to consumers, are transforming various product categories and threaten to undermine the status of traditional market leaders.

Article

Mars Petcare has moved beyond traditional means of promoting and selling products for cats and dogs in order to thrive in a changing consumer ecosystem.

Article

Content marketing should focus on specific audiences, localization and getting consumers to participate and contribute, according to GE's former head of global growth communications.

Article

Discusses the difficulties in achieving financial capability, the failure of education to help ease this and how providing feedback is a markedly better way to help tackle this problem.

Article

Ecommerce, first-party data and cloud-based systems are among the major drivers that can help brands engage consumers in new ways.

Article

Provides a top-line industry overview of the consumer health marketplace by examining the performance of consumer health categories comparatively against other consumer industries and across regions and markets.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Research Paper

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Case Study

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Opinion

Agencies are increasingly aware that they are fighting for business with much larger organizations, says Mirum CEO, Dan Khabie.

News

PALM DESERT, CA: Casper, Tesla and Blue Apron are among the "direct brands" that demonstrate how the future may unfold across different product categories, according to a new study.