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News

SYDNEY: In focusing on the television versus online debate, marketers are in danger of neglecting less glamorous media choices that consumers find genuinely useful in making purchase decisions, new research suggests.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

News

SYDNEY: Australia's reputation for bravery and innovation in advertising has taken a knock as a survey shows that more than half of the nation's consumers can't remember a single ad they really liked or disliked.

Article

This case study describes how ice cream brand Magnum used a mix of experiential, social and broadcast content to launch its Magnum Double across Europe.

News

LONDON: Unilever, the consumer goods giant, plans to allocate more of its marketing budget to digital display advertising after a successful trial involving five of its brands delivered an average ROI of £1.47 for every £1 spent.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Article

This article explores trends set to shape Vietnam's marketing landscape in 2017, including economic growth, rising smartphone penetration, and the growing popularity of e-commerce, as well as highlighting potential challenges ahead.

News

SINGAPORE: Major brand owners, including Nestlé, Unilever and Procter & Gamble, have been accused of profiting from the use of cheap palm oil produced by child labour.

Article

This report analyses five trends that will impact the packaged foods market, including mobile technology, increased urbanisation, single-person households and price polarisation.

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.

Case Study

This case study shows how Walls, an ice-cream brand in the UK, created a child-like humorous campaign to increase sales.

Case Study

This case study shows how Dilwale, a Bollywood blockbuster, devised a campaign centered on real-time data analysis in order to quickly respond to audiences' reaction to the movie in India.

Case Study

This case study describes a campaign from Magnum, Unilever's premium ice cream brand, which ran across Europe with a strategy that enhanced its historic connection to the idea of grown-up pleasure.

Case Study

This case study explains how Magnum, the ice cream brand, launched a new product in Europe by associating moods and flavours.

Article

This event report addresses how Unilever, the FMCG giant, is ramping up its efforts to reach individuals, leverage influencers and deliver meaningful impacts.

News

NEW YORK: Unilever, the FMCG group, is actively tackling the use of female stereotypes in ads, having studied the problem in depth and identified a slate of solutions to begin redressing the issue.

Article

This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.

Case Study

This case study describes how Magnum redefined the connection between its brand and pleasure in order to reengage consumers.

News

NEW DELHI: India's ice-cream market is growing fast with brands mostly dividing into one of two camps – happiness or health – in their marketing strategies.

Article

This article outlines how economic realities are creating a desire for effectiveness among Thai clients and agencies, following a flood of long-form emotional brand videos, underperforming social media content and fraudulent online advertising practices in 2015.

Article

This article outlines three key trends advertisers in Vietnam should be aware of as Vietnamese consumers become increasingly aware of brands, outward looking and digitally connected.

Case Study

This case study describes how the ice cream manufacturer Magnum set up the Magnum Pleasure Store in China to create buzz and highlight the pleasurable indulgence that defines the brand.

Article

This article explores purpose driven companies, organisations whose focus is doing what is right for customers and the world at large rather than seeking profit alone.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Snickers, Orbit and Uncle Ben's.