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Article

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Article

Provides key details and analysis of Campari, the owner of brands such as Aperol and Skyy.

Article

While the attention economy focuses on clicks, shares and instance gratification, out-of-home (OOH) advertising can achieve long-term brand salience and value.

Article

This article provides guidance and extended reading on using the senses in marketing, cutting through clutter with positive associations and subconscious purchase drivers.

Article

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.

News

Alibaba, the Chinese e-commerce giant, has formed a partnership with the Belgian government that will see the creation of a trade hub and other initiatives to facilitate cross-border trade opportunities.

Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

This Company Profile from Euromonitor provides key details and analysis of Brown-Forman, the owner of brands such as Jack Daniel's, Southern Comfort, Finlandia, Chambord and Herradura.

Case Study

Canadian Club, a brand of Canadian whisky, launched a video campaign that made Australians question whether they actually like beer and showed them the perfect alternative, its Ready to Drink whisky.

Case Study

Budweiser, a beer brand owned by AB InBev, increased its share of market in Brazil by helping basketball player, Oscar Schmidt, to be drafted into the NBA All Star Weekend.

Case Study

Jameson, a whisky brand, launched a campaign to establish itself in Nigeria and increase market share.

Case Study

Jameson, an Irish whiskey brand, launched a campaign in the US to increase brand loyalty and authenticity.

Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

News

HANGZHOU: Chinese e-commerce giant Alibaba has beaten market expectations after reporting a huge 61% rise in quarterly revenues that were driven by online shoppers.

Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

News

HANGZHOU: Alibaba, the Chinese e-commerce giant, has a wide portfolio of interests, including cloud computing and entertainment, but now the company’s leadership team has revealed plans for it to expand into brick-and-mortar stores.

Case Study

This case study explains how Johnnie Walker, an American scotch whiskey brand, identified the US Presidential Election as a moment in time when the brand could begin to speak out, even though it might be unpopular with some potential customers.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

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.

Article

This event report discusses some of the challenges facing newsbrands, including the rise of "fake news", falling trust in media, ad fraud and questionable metrics from some of the main digital players.

Article

A regional overview of spirits in Western Europe with country snapshots and an analysis of leading companies and brands in the segment.

Article

This event report details how GfK, a market research firm, has been examining why the luxury goods industry is forecast to remain in stagnation in high-growth and mature markets.

Research Paper

This report suggests some key elements in driving the success of an insights department in order to help it contribute to the broader business agenda.

Article

This article provides an overview of the behavioural economics concept of status quo bias, our preference for the current state of affairs, often motivated by a wish to avoid change.