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Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Article

This event report outlines how Coca-Cola, the soft drinks giant, measured advertising engagement among Brazilian teens in real time during the 2016 Olympic Games.

Case Study

This case study describes how The Lincoln Motor Company, a division of the US-based Ford Motor Company that sells luxury vehicles, strived to attract a younger audience to its brand by tapping into the buzz around the Grammys event in the US.

Article

This article discusses the role of design in the purchase decision journey, arguing that it can help create seamless customer experiences that drive sales.

News

NEW DELHI: India's mall owners are taking steps to relocate local brands to less attractive locations or even evicting them as they look to free up prime retail space for global brands.

News

SOUTHFIELD, MI: More than half (52.8%) of US car buyers kept to the same brand when buying a new vehicle in the first quarter of 2015, the highest loyalty rate for a decade, according to analysis of recent car sales.

Article

This report explores the global luxury market, describes ten cultural dynamics driving change in the market, and applies those trends to several luxury categories.

Article

This event report outlines how Cadillac is using storytelling both to reposition its brand and guide the various agencies producing this work.

Article

This article examines the luxury consumer landscape in the US, identifying five segments of consumers who have distinct approaches to luxury consumption and recommends ways to build relationships with each.

Article

This event report describes how Alfa-Romeo, the automotive brand, was relaunched after gaining valuable insights into the luxury car buyer and positioning itself as a different kind of car.

Case Study

This case study explains how Acura, the car manufacturer, used a US sports sponsorship to engage fans before the launch of its new TLX model.

Case Study

This case study describes the launch of the Q50, a new high performance car model by Infiniti, which combined excellent user experience and data to deliver personalised digital marketing.

News

PARIS/BERLIN: Leading German car marques have become victims of their own success, as the likes of BMW, Audi and Mercedes-Benz have been drawn into a sales war that could undermine their brand image and create opportunities for new challengers.

News

HONG KONG: China has lost none of its appeal for major automakers despite a slowing economy, with brands such as Skoda and Infiniti seeking to boost sales and their market share in the country.

News

LOS ANGELES: Phone manufacturer Samsung spent around $18m on TV advertising during the broadcast of the recent Hollywood's Academy Awards show and gained even more publicity from the host's much retweeted "selfie".

Case Study

This campaign for AT&T, a US telecoms firm, was based around March Madness: an annual college basketball tournament, of which the company had been an official sponsor for the past decade.

Research Paper

This paper looks at how Precision Market Insights from Verizon (Precision) can aid measurement of the actions and responses of mobile device users in the US.

Research Paper

This paper argues for local distinctions to be recognised in brands' Asian strategies, with universal truths to be adapted and expressed in the right language to penetrate cultural beliefs and filters in each market.

News

TOKYO: Nissan, the carmaker, is looking for future growth in the luxury and green vehicle sectors, with a marketing push that leverages kotozukuri – the art of storytelling.

News

HONG KONG: Major brand owners like Nissan, General Electric and Procter & Gamble are hoping that installing senior global executives in Asia will help them boost growth in the region.

Case Study

Luxury car rivals outspent Nissan's Infiniti by 50% so it wanted to gain maximum return from its sponsorship of the annual US TV Emmy Awards.

News

BEIJING: Luxury automakers including Mercedes-Benz, Audi and BMW are attempting to balance increasing competitive and price pressures with the need to maintain brand equity in China.

Article

This article describes Nissan's new focus on 'kotozukuri' – Japanese for the art of storytelling – through the creation of The Nissan Global Media Center.

Article

At the Warc Social Media: Beyond the Hype conference, Richard Pentin of TMW and the IAB Social Media Council presents his rationale for a social media industry framework, an introduction to the IAB measurement framework, guidelines to defining KPIs and how to put theory into practice.

News

NEW YORK: BMW, Clinique and Audi are the luxury brands making the most effective use of Facebook, but many of their rivals continue to fall short on the social network.