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News

Advertisers need to move away from duration-based measures of attention and adopt a practical, three-step framework that can measure it more effectively, according to a Facebook executive.

Article

General Motors, the automaker, is exploring the power of granular in-car insights as a means for transforming radio advertising on the move.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Article

Subaru, the automaker, is taking a balanced approach between storytelling and data as it finds the marketing sweet spot for its brand.

Article

Pabst Blue Ribbon, the beer, has repositioned its brand to champion diversity, a move reflecting long-term shifts in the US population.

Article

Johnson & Johnson, the global FMCG company, has reinvented its marketing to focus on customer-centricity, brand experiences and content.

Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Article

Details an analysis which drew on learnings from a subset of brand custodians who are extremely poised to succeed as a growth driver for their organizations.

Article

Swedish Fish, the confectionery brand owned by Mondelez International, successfully engaged with consumers through a sponsorship tie-up with aquariums.

Case Study

Microsoft, a technology company, launched the Microsoft Asia News Center in APAC to provide a better storytelling system for a digital world and increase consumer engagement.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

NetApp, a hybrid cloud data services company, optimized the digital footprint of its sales workforce in APAC to drive positive sales impact and greater online conversations.

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

Case Study

Monaco, the payments and cryptocurrency platform, raised awareness globally of cryptocurrency as a mainstream payment method and built its profile as a company that provides intuitive financial products for mass consumers.

Case Study

Razer Inc., a global gaming manufacturer, increased brand awareness in Greater China through media engagement and Razer Inc. corporate developments to raise its profile.

Case Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Opinion

Legacy businesses are fearful of disruption from external competitors, but Pip Hulbert, CEO, Wunderman UK, asks whether we should think of disruption as an inside job.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

Case Study

Pharmaceutical company Johnson & Johnson increased awareness and sales of its new skincare brand Dr.Ci:Labo in China, Taiwan and Hong Kong by launching influencer events and experiential workshops to spread the word about its benefits.

Case Study

Kobo, an e-book company, increased its awareness in Taiwan by launching the Bookstore Therapy, which saw e-books answering the increasing concerns of Taiwanese people in a digital age.

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Case Study

Hotels.com, a hotels booking website, increased brand awareness and share of voice in Thailand and Taiwan by launching a new pug mascot to engage with millennials.

Case Study

SAP Customer Experience (SAP CX), a software corporation, was able to shift perceptions of it from an IT vendor to a thought leader in customer experience and e-commerce in Singapore and the wider APAC region.