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Article

This article explores Google and Facebook's digital duopoly, as the two largest players in the digital advertising market are growing faster than any other competitors.

News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.

Opinion

Students don’t tend to like brands, but brands need to talk to them, but they are a complex group, described by just one term over a period of intense transition.

Article

This article explains how financial services brands can protect themselves from fintech disruption by digitally evolving.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Opinion

The new iPhone doesn’t just upgrade the smartphone experience but also has the potential to create new ways for brands to connect with the consumers says Ben Phillips, Global Head of Mobile at MediaCom.

Article

This article introduces three steps brands can take in order to harness the power of social to increase sales as the model begins to take off in Western markets.

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.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

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.