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Article

This article outlines how Coca-Cola has approached growth in China with a focus on consistency, brand differentiation and core brand values.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

News

NEW DELHI: Smartphones are becoming a marketing tool for some retailers and manufacturers in India, who see them as a way of pulling upgrading Indian consumers into their orbit.

Article

This article explains how behavioural economics can be used in advertising to encourage healthier lifestyles and explores how the 'Intention-Action gap' can be avoided by employing this strategy.

News

ARMONK, NY: Six in ten CMOs and sales leaders believe their industries will be disrupted by cognitive computing and nine in ten agree it is important for their organisation’s future but many are – unnecessarily, according to a new study ...

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

Research Paper

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.

News

SHANGHAI: Coffee chain Starbucks is opening 500 new stores a year in China, at a time when other Western brands rethink their China footprint, and the company’s Executive Chairman believes its success stems from adapting to local culture.

Article

This article explores the future of Chinese brands on the world stage, and discusses China's concept of advertising creativity.

Article

This article provides agencies with a best practice guide for writing an effective creative brief, which can form the foundation for the disruptive, breakthrough thinking that can really make a difference to a client's business.

News

MENA: Campaigns for Coca-Cola, McDonald’s, Unilever’s OMO, and Pepsico are among the 20 papers shortlisted for the first WARC Prize for MENA Strategy, which rewards the most effective creative work from a fast changing region.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how Orange, a telecommunications provider, gave an old retro game a twist to show young Tunisians the speed of its Internet services.

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Case Study

This case study describes how milk brand Labanita brought its two cow mascots back from the dead to raise awareness and build brand love and sales in Egypt.

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 soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study describes how telecoms brand STC used a TV and digital strategy to become an entertainment provider to appeal to young people in Saudi Arabia.

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 describes how mobile operator STC used an online show to promote its roaming service to the youth audience in Saudi Arabia.

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 Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.