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Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study describes how global banking brand HSBC used Facebook and YouTube to target stay-at-home mums wanting to get back to work, to boost its brand in the United Arab Emirates.

Opinion

As more brands are engaging with LGBTQ messaging, a new report from Ebiquity reveals the state of play.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Opinion

In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Case Study

This case study shows how TSB, a financial services brand, improved brand metrics by adopting a purpose-led campaign that defined its business in the UK.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

Article

This article draws upon the teachings of the late Stephen King to argue that social can replace print media in building message attention for the subconscious brand recognition induced by TV.

News

BEIJING/NEW YORK: Luxury brands have detected an upturn in China, although observers have cautioned that the nature of market has changed since the last boom and that brands will need a different approach to be successful.

News

HO CHI MINH CITY: Two American brands, Maybelline and Ponds, are the most favoured cosmetic brands among Vietnamese women, according to a new study.

Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.

Article

This article explores how the BBC used emotional reactions to content to refine its content marketing offering and offers advice for brands on telling effective stories.

News

LONDON: After several public bodies, media owners and brands announced they were pulling ads from YouTube over concerns these were appearing alongside "inappropriate" content, Google has said it will review existing controls and make changes.

Article

In this article, the author encourages marketing leaders to talk about their failures so that everyone can learn from past mistakes.

News

LONDON: British consumers are more concerned about rising living costs than the consequences of Brexit, or the UK's departure from the European Union, according to a new report that finds this surprising since the two issues are interlinked.

Article

This article outlines six facets of home that offer a framework through which brands can fit into people's home life and add value to their lives, a rich seam as the creation and maintenance of the home spur countless purchase decisions every day.

Article

This article explores trends set to shape Vietnam's marketing landscape in 2017, including economic growth, rising smartphone penetration, and the growing popularity of e-commerce, as well as highlighting potential challenges ahead.

Article

This event report outlines some of the core technological trends to have emerged from CES 2017.

News

LONDON: Leading economists expect the UK economy to experience a marked slowdown in growth this year as businesses try to rein back on their costs amid uncertainty about the country's post-Brexit prospects.

Case Study

This case study describes how TD Bank, an American bank operating in Canada, selected customers at four locations around the country and gave them gifts through ATMs to show gratitude and filmed their reactions for a YouTube video.

Article

This article presents the case of Patanjali in India as a study of how the big league of FMCG brands have proved unexpectedly vulnerable to new brands with the right proposition.

Article

This paper explores the use of social within the roster of a campaign's media use; a broad term, it refers to a collective of online communication channels built on community-based input, interaction, content-sharing and collaboration.

News

BEIJING: With China set to host the 2022 Winter Olympics, interest in winter sports is growing – and not just domestically, as overseas operators see an opportunity to tap into the tourism potential.

Article

This exclusive report analyses the most effective social media campaigns, including an in-depth review of how social strategy drives effectiveness and practical suggestions for other brands to follow.