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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.

Case Study

HP Lubricants, an Indian motor lubricants brand, built its brand reputation by improving road safety with innovative road technology.

Case Study

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

Case Study

US technology company HP advertised its Print Security solutions through a dramatic series of videos starring Christian Slater as a hacker benefiting from unsecure printers.

News

ORLANDO, FL: Marketers who want to exert a greater influence in the C-suite must ensure they “speak as businesspeople” rather than using the language of “artisans”, according to Antonio Lucio, Global Chief Marketing & ...

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.

Article

HP Inc. faced a distinctive brand challenge as half of the former Hewlett-Packard, a company which split in two in late 2015.

Case Study

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Article

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

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.

Case Study

This case study explains how sports clothing brand Under Armour worked with swimmer Michael Phelps to produce an emotional video and increase sales in the US.

Case Study

This case study describes how security technology company F5 Networks took a content-first approach to target C-level IT leaders, globally.

Article

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

Article

This event report addresses how Microsoft, the technology giant, developed a new tool for pre-testing digital ads.

Article

This Company Profile from Euromonitor provides key details and analysis of consumer electronics company, Samsung.

Article

This article explores the enduring power of creative intuition in an increasingly data-driven world and how agencies can find a balance to best serve clients.

News

ORLANDO, FL: Marketers should treat the Media Rating Council's (MRC) viewability standards as a valuable base rate – but not an endpoint – for their digital measurement efforts, a leading executive from HP has suggested.

Article

This event report outlines how HP, the information technology group, is tackling the issues of ad viewability and reliability in digital measurement.

Article

This article argues that companies should re-examine traditional notions of what careers and work actually mean, and adapt old-fashioned conceptions to the present day.

Article

This article covers how marketers can navigate Singapore's new influencer marketing transparency guidelines.

Research Paper

This paper examines the potential impact of the 'Internet of Things' (IoT) on market research and how it can be used to understand the needs and satisfaction of customers and research participants.

Case Study

This case study describes how Currys PC World, the last specialist electronics retailer on the UK high street, took a new advertising approach to increase sales in a declining market.

Case Study

This case study shows how Singtel, a telecom brand, created a week-long event campaign in Singapore to grow its customer base and brand loyalty.

Article

This article looks at the different methodologies that can be used to employ agile marketing and how it can be used effectively.