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Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

News

SHANGHAI: China’s two leading bike-sharing firms, Ofo and Mobike, are linking up with established brands and expanding overseas even as the companies’ valuations continue to exceed their apparent revenue-generating capabilities.

News

HONG KONG: More than three quarters of mobile programmatic ads served in Asia-Pacific are delivered via app, rising to 90% in Indonesia, according to a recent study.

News

SHANGHAI: Luxury brands have long been wary of China’s e-commerce platforms – which are rife with fake goods – but with Chinese e-retailing now worth US$751bn annually, they can no longer afford to look away.

News

BEIJING: Alibaba, the Chinese e-commerce giant, has unveiled several significant enhancements to its Intellectual Property Protection (IPP) Platform as it seeks to reassure brands that its online marketplaces are safe from counterfeiters.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

News

HONG KONG: Banking is waking up to, and publicly acknowledging, the threat posed by agile fintech companies, as China’s tech giants gain more ground in traditional industries.

News

SHANGHAI: McDonald's intends to open around 2,000 new stores in China over the next five years, with a focus on tier 3-4 cities.

News

CANNES: Although China is home to some of the world’s largest brands, its young advertising industry is still on a learning curve, according to a top agency executive in the country.

News

SINGAPORE: Out-of-home (OOH) advertising accounts for a significantly higher share of spending than the global average in several Asian markets, a region which also leads the way in terms of per capita spending on this medium.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

Article

This event report addresses how Marriott International, the hotelier, uses each of its main social media channels for a distinctive purpose.

News

SINGAPORE: The first quarter of 2017 saw a 15% year-on-year increase in tourist spending in the city-state, reaching SG$6.4 billion, according to the country’s Tourist Board, due to higher arrivals and significant increases across all major ...

News

SHANGHAI: Clothing retailer Gap took five years to roll out its brand across China, choosing to focus on the shared values of young Chinese and Americans, according to a senior agency creative.

News

NEW YORK: Line Friends, the character merchandising unit of Japanese media giant Line Corp, opened its first megastore in the US this week as the company seeks to raise awareness of its messenger app in America.

News

SHANGHAI: Coffee chain Starbucks is opening 500 new stores a year in China, at a time when other Western brands rethink their China footprint, and the company’s Executive Chairman believes its success stems from adapting to local culture.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article outlines how Gap, the clothing retailer, successfully launched in China over a five year period.

Article

This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.

News

BEIJING: Shifting mindsets among mature Chinese consumers have uncovered huge spending potential, spurred by the rapid growth in the country’s economy.

News

HONG KONG: Amid news that Apple has removed popular VPN (Virtual Private Network) software from its app store in China, multinational companies are beginning to doubt the country’s recent pro-business rhetoric.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Case Study

This case study describes how Egypt Tourism used branded content and traditional media to entice tourists back to the country.

Case Study

This case study describes how Chinese mobile brand Tecno used an innovative TV campaign to launch its C9 smartphone in Egypt, during Ramadan.