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Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

McDonald's, the fast food brand, increased brand trust and sales in the UK by disproving fake news stories about the source and quality of its food through a TV ad series and inviting YouTube influencers to its factories.

Article

Video advertising is increasingly prevalent, appearing in more and more places across the web and on social media.

Article

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

Article

Premium ice-cream Häagen-Dazs turned around a sales slump with a packaging redesign aimed at attracting millennial consumers back to the brand.

News

NEW YORK: A campaign by Leo Burnett that changed perceptions of the Mr. Clean brand has won the Grand Ogilvy at the 2018 ARF David Ogilvy Awards.

Case Study

Honey Nut Cheerios, a cereal brand owned by General Mills, launched its Bring Back the Bees campaign in Canada to help raise awareness of the declining bee population and increase brand sales.

Research Paper

Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales.

Article

Advertising agencies still have considerable progress to make when it comes to achieving gender equality in senior leadership, and with talent management for female employees throughout their ranks.

Article

The agency sector is not immune to the problems of bias, prejudice and discrimination that have rapidly come to a head in many industries, and should strive to tackle these issues in a comprehensive way.

Article

The growth of the "direct-brand" economy, where companies sell products straight to consumers using digital channels, poses a wide range of challenges to many established marketers.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Research Paper

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

News

ORLANDO, FL: General Mills has enhanced its insights operations by carefully consolidating its roster of vendors while also seeking out prospective new sources of data and inspiration.

Article

General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.

Case Study

Communications services provider Maxis' digital retargeting campaign boosted awareness, participation and volunteer recruitment for its Kongsi home-building CSR initiative during Chinese New Year in Malaysia.

Article

This Company Profile from Euromonitor provides key details and analysis of Haier Group.

Case Study

Starwood Hotels, a hotel chain brand, increased room bookings across the South East Asia market by using extensive data research and consumer profiling to produce content that spoke directly to an experience seeking audience.

Opinion

Faris Yakob agrees with Google that a world of instant gratification powered by always-on mobility has changed consumer behaviour, but warns not to confuse the value of ‘decisive moments’ with that of long-term brand activity that impacts purchase decisions down the line.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

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.