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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Case Study

TRESemmé, a premium hair-care brand under the Unilever portfolio, achieved unprecedented growth in the Philippines by creating a digital ecosystem linked to the Runway Ready event.

Article

Artificial Intelligence is on the rise: Google and Amazon supply it, companies like Ocado are using it, but what does it do? With applications across indexing, natural language, and advanced analysis, AI will be a fundamental technology, but not always in the way you might think.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Case Study

Cadbury's chocolate bar 5star rebooted its "getting lost" brand motif through TV, digital and outdoor to appeal to youth and boost sales in India.

Case Study

BenQ, a technology company, increased sales of its in-home projectors in Taiwan by promoting them as a way to bring couples together in a series of social media videos.

Case Study

Paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

Case Study

Online brand Amazon used a TV-led campaign to reposition its Kindle e-reader in the Indian market.

Case Study

The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Case Study

Mobile brand Vodafone used a multichannel campaign to relaunch its network in India and highlight its superiority over 4G.

Case Study

Nestlé brand Maggi Noodles retained its brand love and consumer trust after a ban in India.

Case Study

Online brand Amazon used a digital and outdoor strategy to appeal to women shoppers in India.

Case Study

Kids' malt drink brand Boost used TV and print to reposition itself in India.

Case Study

The Campaign Against the Return of the Marcoses to Malacañang (CARMMA), a political campaign group, used a high-impact social media video to help swing the result of the Philippine presidential election.

Case Study

Soy sauce brand KecapABC used a multichannel approach to launch a new brand positioning to increase sales and boost engagement in Indonesia.

Case Study

Surf Excel, a premium laundry detergent, increased brand equity among Muslim consumers in India and Pakistan.

Opinion

Brands are recognising that the benefits of AR go well beyond the novelty factor and can drive business growth, say Hannah Robbins and Ophelia Stimpson of the Cultural Insight Team at Kantar Added Value.

Case Study

St John Ambulance (SJA), a British NGO that teaches first aid, managed to reach parents across the UK to teach them about baby CPR with its 'Nursery Rhymes Inc.' campaign.

Article

JPMorgan Chase & Co., the financial-services provider, is facing two forms of disruption as both its industry, and the marketing sector as a whole, are evolving at a rapid rate.

Article

This article examines two different approaches to business, short-term expediency and long-term benefit.

Article

This article covers current thinking and reading on the effectiveness of newspaper advertising, a platform still capable of mass appeal; ads placed among relevant content can engage, drive awareness, and drive sales among readers.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

Research Paper

This paper tells the fictional story of a power-hungry Lord who gets inside the heads of his citizens and becomes one with the data in order to secure unconditional loyalty from his people, as a warning of what the industry could look like in 2087.