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News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

News

MIAMI, FL: “Restroom for All”, a campaign created by McCann New York for Mastercard, claimed best-in-show honours at the Association of National Advertisers’ (ANA) 2017 Multicultural Excellence Awards.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

News

LONDON: Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself, with major FMCG companies among those creating senior roles and dedicated teams to address the issue.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Case Study

Bailey's, an alcoholic beverage brand, used social influencers and a social media first approach to reengage with consumers globally.

Article

This article reveals the books that influenced Peter Reid, CEO a MSQ partners.

News

BEIJING: Premium baijiu brands are tapping new markets in China, aiming to reach younger, middle class consumers with new products while also anticipating that a younger generation attracted to foreign spirits will eventually come back to the local ...

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Opinion

Would anyone care if brands just disappeared? Four judges from the WARC Awards on what brand purpose is and what, at its best, it can achieve.

Article

Tough Mudder, the endurance event series, aims to connect with its millennial audience on an on-going basis, as well as to help its sponsorship partners achieve a similar goal.

Case Study

This case study explains how Diageo, an alcoholic drinks brand, created the first branded bot in India to engage consumers in the home party space.

Opinion

Ahead of October’s Festival of Marketing, a panel discussion at the event will address recent research that shows how brands and advertising should be leading the way for the media to reflect the society in which live.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Research Paper

This paper sets the context for why client research and insight functions need to change, discusses what the client-side role will look like and how it will add value to organisations.

Article

This article provides an overview and analysis of Amazon's rising prominence in the digital advertising market and how brands are using Amazon to increase awareness and consideration, as well as driving sales.

News

LONDON: Magners Irish Cider and Tennent’s Lager owner C&C will gain a stake in the UK pubs market with its acquisition of Admiral Taverns.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.