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Article

Skol, the beer owned by Anheuser-Busch InBev, transformed its brand positioning in Brazil as it sought to reflect new shifts in culture.

Opinion

Jem Fawcus from Firefish outlines why TV is such an effective channel for purpose-led campaigns, enabling brands to tap into audiences that are primed for strong emotion-led messaging.

News

European digital ad spend rose by 10% in the first half of the year compared to the same period last year, reaching €25.7bn, with the full year total expected to exceed €50bn.

Article

Graco, a manufacturer of industrial fluid-handling equipment, has used a nuanced strategy to build out its e-commerce capabilities.

Article

Analysing trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Effective Use of Brand Purpose category of the 2018 WARC Awards.

Opinion

Planners are in danger of being caught up in the minutiae of campaigns when they should be looking at the big picture.

News

A combination of ageing societies, more lifestyle diseases and a growing middle class is driving consumer interest in health and wellness in Asia-Pacific – presenting new opportunities for healthcare brands – a new study has revealed.

Article

The Beano, the venerable British kids’ comic turned multimedia content company, has launched a brand consultancy; here it shares five strategic insights for engaging with Generation Alpha.

News

Procter & Gamble, the FMCG giant, is pushing multicultural marketing right through from insights to measurement in order to make sure it is truly engaging with a diverse set of consumers.

Article

A recent study by specialist media consultancy, Work Research, reveals there is disparity between marketers’ desires to pursue long-term brand building strategies and the reality of allocating media money to short-term sales response channels.

Article

Procter & Gamble, the consumer goods giant, is elevating multicultural marketing as it seeks to do good and drive growth at the same time.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

News

Mobile location marketing offers significant potential to augment consumer understanding and deliver more relevant advertising but brands need to be careful to be on the right side of the line between convenient and creepy.

Article

Focuses on the new era of personalisation; what adopting a people-based marketing approach means for specific sectors and how brands can move towards being personal over just personalised.

Article

Legacy brands face a major challenge in adapting to the rise of direct-to-consumer (DTC) companies across a wide range of industries.

Article

Summarises Admap's November issue by looking at the various ways to define personalisation, how it should be approached and practical advice and pitfalls.

Article

Details what brands need to consider when getting started with personalisation and lists the ways to personalise that promise the most impact.

Article

Discusses the various models marketers could use to achieve personalisation at scale and advises on how to utilise the Problem Solution Mapping approach.

Article

China is one of the most digitally advanced markets in the world, and a rich trove of consumer data offers exciting marketing opportunities for brands both online and offline.

Case Study

Thai alcoholic beverage company Chang Beer caused a perception shift by re-branding with a focus on Thai craft quality.

Case Study

Telco brand Maxis used digital and experiential media to target the older generation of mobile users in Malaysia.

Case Study

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

Case Study

Telecoms company Vodafone India grew its user base and data usage by positioning its network as strong and reliable in response to a rival's disruptive entrance to the market.

Case Study

Holcim, Vietnam's leading cement supplier, rebranded itself in six months to negate projected sales losses of 20% and transferred its brand equity to a new identity.

Case Study

Maxis, Malaysia's leading premium telco brand, used an emotive story-based strategy to highlight the importance of a great network connection and stand out from the competition.