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Article

Global strategies, campaign updates and trends in the spirits category.

Article

Change is coming to Saudi Arabia, including greater freedoms for women, and brands will need to adapt to the new circumstances.

Article

Diageo India has navigated alcohol category turmoil in India by relying on branded content, innovation, and focusing on category behaviour rather than brands.

News

NEW YORK: Johnnie Walker, the most popular blended Scotch whisky in the world, plans to launch a rebranded version in the US that features a stylised woman on the label in place of its famous “striding man” logo.

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Article

Brand purpose has seen a backlash in 2017, and the challenge for brands in the coming year will be recognising when (and how) purpose can drive sales as well as social good.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

Case Study

Scotch whisky brand Johnnie Walker Red used data services and mobile technology to reach out to millennial consumers, increase its social media reach and grow sales in Columbia.

Case Study

Drinks brand Johnnie Walker delivered offers to tourists arriving in Brazilian airports with the help of mobile data and geolocation technology.

Case Study

Diageo, a drinks brand, increased brand awareness in India by using a TV to mobile advertisement synching tech engine.

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.

Research Paper

This paper sets the context for why client research and insight functions need to change, discusses what the client-side role will look like and how it will add value to organisations.

Article

This article provides an overview and analysis of Amazon's rising prominence in the digital advertising market and how brands are using Amazon to increase awareness and consideration, as well as driving sales.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

Article

This article provides insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This 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 event report outlines how Diageo, the alcoholic-drinks manufacturer, thinks about purpose-driven marketing.

Article

This article provides guidance on relaunching brands, which can involve a reworking of the product, its pricing, its distribution or its promotion.

News

SINGAPORE/SYDNEY: Alcohol giant Diageo, a Publicis Groupe client in Australia, has expressed concern about the holding group's decision to not enter awards for at least the next year, calling it a "mistake".

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

News

AUSTIN, TX: Diageo, the alcoholic drinks company, is responding to shifts in consumer perceptions of luxury by connecting various brands with compelling experiences.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Article

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

News

LONDON: Millennial consumers value experiences more than possessions, an attitude that San Miguel, the Spanish beer brand, believes is no passing fad and one that can underpin its strategy for some time to come.