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Article

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

News

LONDON: The Creative Effectiveness Lions have become one of the most closely watched categories at the Cannes Lions festival, attracting an ever greater number of entries and signposting trends to follow for advertisers wanting to have an impact on ...

Article

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

News

NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.

Case Study

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

Article

This article, which is based on research conducted by Ipsos, details the growing dangers of brand boycotts in an increasingly politicized climate across the US.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study shows how Teach For Qatar (TFQ), an NGO in Qatar, increased its number of teaching applications by appealing to young people's desire to lead.

Case Study

This case study describes how Mondelez used a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant in Egypt.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

Case Study

This case study shows how SmartLife, an NGO determined to help Dubai's labourers improve their living conditions, created a visual alphabet that helped workers learn English during their commute or house work.

Case Study

This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study describes how Mondelez used an Instagram-focused campaign to launch its Cadbury Dairy Milk Oreo variant to the youth market in Egypt.

Case Study

This case study describes how Egypt Tourism used branded content and traditional media to entice tourists back to the country.

News

CINCINNATI, OH: Procter & Gamble, the fast-moving consumer goods manufacturer, cut its digital advertising spend in the last quarter as a result of concerns over brand safety and bot fraud.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Article

This event report outlines some of the failings of political pollsters during the 2016 Presidential election, drawing particularly on learnings from consumer-focused market research.

Article

This article provides a best practice guide to setting up and getting the best from aData Management Platform (DMP), which allows businesses to collect, integrate, manage, segment and activate large volumes of customer data across marketing channels.

Article

This event report looks at how beauty subscription box Birchbox is driving growth in the UK.

News

BOSTON: Banks around the world are having to restructure their operations in order to provide customers with the service they expect across both physical and digital channels, a new report suggests.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

Article

This article, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.