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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.

Case Study

Watch brand Titan used a multimedia strategy to launch its smartwatch in India.

Case Study

Healthcare brand Fortis used a multichannel campaign featuring disabled war veterans to increase organ donations in India.

Article

This Company Profile from Euromonitor provides key details and analysis of Beiersdorf AG, the owner of brands such as Nivea, La Prairie and Labello.

Article

This Company Profile from Euromonitor provides key details and analysis of Johnson & Johnson Inc, the owner of brands such as Listerine, Johnson's Baby and Neutrogena.

Article

This event report explores how audio is changing the way brands must present themselves; voice-activated assistants and searches are growing and users are moving away from screens to use the internet and, ultimately, to make purchase decisions.

Case Study

This case study shows how Dabur Chyawanprash, a child's dietary supplement brand, increased sales by repositioning its product as a winter must-have.

Article

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.

Case Study

This case study explains how Nestlé's Acti-V yoghurt overcame stiff competition in Hong Kong, especially from sister brand Dairy Farm.

Article

This article demonstrates how firms can grow profits in Asia by meeting the needs and expectations of the senior market, which has been largely ignored.

Case Study

This case study describes how DHFL Home Loans, the financial brand, used an integrated connection strategy to increase brand awareness in India.

Article

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

Article

This report provides an analysis of the 2015 Union Budget in India, listing the developments and announcements that most closely impact individual sectors.

Case Study

This campaign, for Kia cars, was the brand's first global campaign, and aimed to improve its quality perceptions.

Case Study

This campaign for Denny's, the American diner chain, aimed to reach the Millennial generation and regain lost sales.

Article

This article argues that brands can adapt to the digital world by learning from the Asian model, based on shared values and collaboration with consumers, rather than relying on the increasingly outmoded western concepts of individual ownership and a top-down brand narrative.

Research Paper

Unilever is growing its brands in emerging markets, including Asia, Africa, South America and Eastern Europe.

Research Paper

Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking.

Case Study

Toyota, the automobile brand owner, had positioned itself as committed to making technological progress in harmony with nature.

Research Paper

This study presents research conducted in France that builds (and tests) a framework for effectiveness of pro-nutrition public service announcements targeted at children.

Article

Forecasting is always difficult in periods of disruption – and the communication environment is in just such a situation.

Research Paper

This paper presents the results of a study done for the Axe brand and its TV series “City Hunters”; its aim was to understand if the brand was promoting its values among its target.

News

PARIS: Consumer confidence levels are improving in France, but shoppers in the country remain reticent when it comes to making major purchases.

Article

In October 2009, Euro RSCG Worldwide commissioned a survey to map the trajectory of social life and social media usage in the United States, quizzing 1,228 Americans from all online demographics.This white paper looks at the macro developments in social media; it also brings in numbers and verbatims about people' s hopes for their social life online and offline before finally drawing conclusions and implications for marketers and their clients.

Article

This article from The Advertiser covers an interview with Edgar Sandoval, vice president of marketing and multicultural business for Procter & Gamble, where the importance of gathering, analyzing, and understanding consumer insights is summed up as "Consumer Is Boss." The company's multicultural focus are identified as extending the company's reach, although P&G believe that its penetration of the Hispanic marketplace remains underdeveloped.