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Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

Article

This event report addresses how RESTASIS, a brand owned by pharmaceutical manufacturer Allergan, launched its first brand page on Facebook.

News

TOKYO: Despite the luxury sector’s traditional reluctance to embrace direct-to-customer ecommerce solutions for sales, two mature luxury markets have shown a particular divergence as just 73% of brands in Japan have adopted, compared to 90% ...

Article

This article provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This event report looks at how beauty subscription box Birchbox is driving growth in the UK.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.

Article

This report provides an overview of the global beauty and personal care industry, including the performance of categories, key trends driving the market and opportunities for growth.

Article

This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).

Article

This article examines how Shire, a pharmaceuticals company, bucked the trend in Direct-to-Consumer (DTC) advertising with a playful TV spot for its Xiidra drug.

Article

This article details how Facebook, the social media giant, has been making its platform more pharma-friendly and less prone to regulatory pitfalls to appeal to pharma marketers in the US.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

News

CANNES: Pfizer, the pharma giant, managed to meaningfully shift consumer perceptions of its corporate brand through an advertising campaign that aimed to give the company a more human face.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

News

NEW YORK: Time Warner, the media and entertainment giant, has signed a deal with Snap to develop and produce content from across its networks to be shown on the Snapchat app.

Article

This article explores Johnson & Johnson's 'CIA' – context, impact, action – approach to content, including campaigns using KOLs and Snapchat in Asia.

News

NEW YORK: Eight in ten US consumers expect to be able to make a purchase directly from a brand, according to new research, emphasising the need for brands to offer a robust direct-to-consumer e-commerce experience as part of an overall digital ...

Article

This event report outlines how pharma marketers are adapting their strategies to engage millennial consumers.

Article

This event report highlights the potential impact of patient power in response to pharma advertising, particularly on TV.

Case Study

This case study describes how food brand Knorr used branded content to increase the frequency of home cooking in Taiwan.

Article

This paper explores personal medical devices, such as insulin pens, inhalers and auto-injectors, and the obstacles they need to overcome in order to be successfully implemented.

Article

This event report outlines how General Electric, the industrial conglomerate, tapped Amazon Alexa on a program which encouraged children to undertake scientific investigations at home.