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Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Opinion

Anvar Alikhan tells the story of how HDFC Bank grew from being launched just twenty years ago with the liberalisation of India’s banking, to being more valuable than JPMorgan Chase - with the help of its tech evangelist CEO.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

News

LONDON: Leading tech companies, including Facebook, are rushing to hire extra staff and spending millions of dollars as they seek to ensure their products comply with tough data protection laws that the European Union will enforce next year.

Article

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Research Paper

This paper reveals the findings of a Facebook study in Spain which measured emotional engagement with advertising and brand recall.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.

Article

This article looks at the changes currently occurring in the retail industry and at how the future of retailing will look.

Case Study

This case study details how Intel, a technology company, delivered a unique exhibition experience at the Mobile World Congress in Barcelona, Spain.

News

SAN JOSE, CA: Mobile data traffic is forecast to grow seven-fold by 2021 because of strong growth in mobile users, smartphones and Internet of Things (IoT) connections as well as network speed improvements and mobile video consumption.

Article

This article looks at making automation in mobile marketing work even better by using predictive targeting to find the speed and agility need to hit the right customers at the right time.

Article

This report discusses how the practice of marketing analytics has evolved in recent years, moving quickly from web analytics and decision support to an age of complete automation.

Article

This article explores the consumer trends set to shape marketing in China for 2017, including the sharing economy, chat bots, data-driven personalization and live video streaming.

Case Study

This case study shows how The Guardian, a newspaper brand, launched a bold campaign claiming ownership of the weekend to directly engage with its loyal readers.

Article

This article gives recommendations for brand positioning, the process of establishing a clear belief and an ambitious future vision - recently, its most popular incarnation has been the 'brand purpose'.

Article

This event report considers one of the strategies being adopted by publishers to push content marketing openings – the creation of dedicated in-house agencies.

Research Paper

This article describes the potential within the near future of advertising and explores a new model — the "All Touch Value Creation Model" (ATVC) — capable of dealing with the obstacles facing the industry.

Article

This article outlines how Mondelez India evolved its marketing strategy with innovative campaigns targeted at India's emerging digital consumer.

News

HONG KONG: Despite being banned from mainland China since 2009, US social network Twitter has appointed a new managing director for greater China as it seeks to increase its investment in the country.

Article

This article examines ten tech trends that will impact brands, business and connected consumers in 2016 and beyond.

Article

This article outlines 10 key ways to boost brand value based upon an analysis of what unites the world's biggest and most valuable brands, including the likes of Coca-Cola, Nike and Disney.

News

NEW YORK: Retail is one of three industries most vulnerable to digital disruption, according to a new study which says that four of the current top ten retail firms will be displaced or disappear over the next five years.

Research Paper

This research investigated the relative effects of marketing communications on a chain of “marketing-productivity” measures—metrics that evaluate the influence of marketing at the consumer, market, financial, and company levels.