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News

SANTA CLARA, CA: Google, Facebook and Twitter have joined forces with a number of major news organisations to introduce a new set of transparency standards to help consumers assess the quality and reliability of their content.

Case Study

Telecommunications company Singtel increased use of its data roaming product for Singaporean customers travelling abroad with a film, social media, and digital and search ads.

News

HONG KONG/SYDNEY: The Economist, the UK weekly business magazine, places heavy emphasis on boosting circulation rather than advertising for its revenues, and as it seeks to increase its subscriber base, it now has Australia in its sights.

Case Study

The Economist, the business magazine, optimised its face-to-face subscription sales in the UK by shocking people with PR activities based on the magazine's own articles.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Opinion

Anvar Alikhan charts the rise of Indian leather goods brand Hidesign and uncovers the secrets of its success.

Article

Behavioural economics has been a gift to anybody seeking to nudge behaviours but, crucially, it is not without its limitations.

Article

This article argues that the success of a business is better measured by its added value rather than its operating profit.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

Article

Despite President Trump's assertions it is "failing", the New York Times reports it is thriving as digital subscriptions grow and it attracts more international attention.

News

LONDON/OXFORD: Although consumers continue to value online news brands, especially in an era of “fake news”, many see little point in paying for their content, yet new research suggests there are effective ways of encouraging consumers ...

News

NEW YORK: For over a third of the US buying population, aged 18-80, their choice of brand will depend on broader questions around a company’s corporate values, according to new figures.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Article

This article summarises a webinar on what the 2016 presidential election in the US means for the marketplace and how brands should be reacting to this new state of uncertainty.

Article

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

Article

This article explains how behavioural economics can be used to encourage people to be more giving, in terms of donations, and how using this could help us build a better, even more altruistic society.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

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

LONDON: Private Eye, the fortnightly satirical magazine, has emerged as the most-read news and current affairs title in the UK, according to the latest circulation figures.

Article

This article provides a best practice guide on how to map the customer journey in order to gain a better view of the ecosystem from inside the business and understand how customers experience a brand.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

Article

This article describes the latest findings from behavioural science exploring whether people in general approve of the concept and act of nudging.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Article

This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.

News

LONDON: Uncertain economic times are driving marketers to shift their spending into activation – and digital advertising – according to the latest IPA Bellwether Report.