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Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

News

SINGAPORE: Kellogg’s used to have to contend with unenthusiastic consumers in India, where sales of its corn flakes were sluggish two years ago, but the FMCG group managed to re-engage consumers through effective video content marketing.

Article

Outlines three key trends that can build brand connections in an age where technology is removing friction from people’s lives and giving them a greater ability to choose what they want, when they want it and how they want it.

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Article

An overview of the 'Free From' food movement shows what products are popular in the category, provides global market insight and how key players are responding.

Article

Kellogg's, a breakfast foods manufacturer, developed recipe-orientated video content and used audience segmentation to drive sales in India.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Article

This Speaker’s Box looks at the ancient history of advertising and examines how modern marketers can learn from early examples of advertising.

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 report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

This Company Profile from Euromonitor provides key details and analysis of Royal FrieslandCampina NV, a Dutch packaged foods company with a strong focus on baby food and dairy.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Research Paper

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance.

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.

Article

This article looks at the problems that have come with the growth of digital word of mouth through social media.

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.

News

LONDON: Marketers are generally well versed in such things as media use, audience behaviours and preferences, but they also need to acquire an understanding of consumer habits if they are to achieve lasting success, according to two industry ...

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.

Case Study

This case study describes how Nestlé used internet personalities in a multi-platform campaign to launch its Lion Wild cereal to teens and young adults in France.

Article

This article explains the lessons from behavioural science about the formation of habits and lists six strategies that marketers can employ to build, maintain and disrupt consumer habits.

Article

This article explores how brands can keep up with the rise of machines and achieve the best user experience through a combination of TV and social media.

Case Study

This case study describes how Pop-Tarts, the toaster pastry brand, reversed sales decline in the US by launching a new product aimed at millennials.

Case Study

This case study shows how Cini Minis, a cereal brand, increased consumer engagement with Polish teenagers by mirroring one of the country's most popular shows.