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News

SHANGHAI: Wealthy Chinese students studying abroad are an increasing focus for luxury brands, with label-loving students acting as key opinion leaders and personal shoppers in international Chinese communities.

News

GLOBAL: Campaigns from Mars, Nestlé Waters and GSK are among the 20 from around the world that have been shortlisted in the Effective Social Strategy category in the 2018 WARC Awards.

Case Study

McDonald's, the fast food chain, used a supportive message during the Chinese exam season to increase sales.

Case Study

Gas-X, an over-the-counter medication, changed its use of humour on social media to appeal to women in the US.

Case Study

Fleggaard, a Danish border supermarket chain located in Germany, attracted a new audience with a mockumentary starring one of Denmark's most entertaining fictional characters.

News

TOKYO: Shiseido, the Japanese beauty products firm, is responding to younger consumers’ preference to shop online and to try out new technologies by acquiring a number of US-based tech firms that specialise in the personal care industry.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Research Paper

Synapsis, a market research company in Colombia, introduced the use of the Internet of Things (IoT) in its market analyses and partnered with a B2B business to create a quote simulator.

Article

MetLife Argentina, a life insurance company, explains its journey to using activated marketing and business insights as a source of differentiation, and the knowledge management platform that drives it.

Research Paper

Discusses how PepsiCo, a multinational food, snack, and beverage corporation, developed PEPFlix, an internal analytics platform in Colombia, and provides key learnings behind its implementation, with special emphasis on AI and machine learning in a consumer goods company.

Research Paper

Quilmes, a beer brand in Argentina, wanted to relaunch its product and conducted research to investigate the most effective methods of doing so.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

E-commerce platform eBay used a social media campaign to achieve significant positive change in how it is perceived by US and UK youth.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

India's leading water purifier brand, Aquaguard, used a low-budget, digitally-led campaign to encourage people to make a real difference to the lives of others.

Case Study

German telco Deutsche Telekom used mobile and social channels globally for the launch of the Sea Hero Quest game (mobile and VR) that provided a vast data set to be used in dementia research.

Case Study

Tech company Microsoft empowered and inspired young females around the world to pursue a career in STEM (Science, Technology, Engineering, Math).

Case Study

Bodyform, the feminine hygiene brand, used a TV ad and social media to break taboos and connect with women in the UK.

Case Study

Pantene, the hair-care brand, revived the Beautiful Lengths campaign in Israel by communicating the opportunity to remove a cancer sufferer from a billboard.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Article

Procter & Gamble, the consumer goods giant, has been at the forefront of driving change in the digital-marketing space, and has further ambitions to pursue in this space.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Article

Anheuser-Busch InBev, the brewing giant, conducted a high-profile review of its media duties around the world to ensure they were truly fit for purpose.

Article

Brand Alley, the online retailer, approaches the issue of customer centricity from three different angles in order to deliver an effective experience to its members.

Article

Land O’Lakes, the food and agriculture company, has enhanced connections with various audiences by helping change perceptions and embracing brand purpose.