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Article

Explains the benefits that blockchain can have for the future in B2B marketing and the challenges the industry faces in securing its uptake.

Article

Draws on insights from the 2018 BrandZ Top 50 Chinese Global Brand Builders ranking to illustrate which Chinese brands, in which categories, are achieving global awareness and success.

Article

Surveys some ways in which market research organisations need to adapt their mindsets to stay relevant in the modern insight pipeline and data dispensation, as facilitated through technology.

News

PORTLAND, ORE: Nike is to focus on a small number of premium retail partnerships and its own direct-to-consumer efforts in the future as the sportswear brand seeks to hit a target of $50bn in sales within five years.

Article

This article explores the rise of blockchain technology, originally created to underpin digital currencies like Bitcoin and now mooted as a means to rid the digital advertising industry of its ongoing fraud and transparency crises.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study shows how Coca-Cola, the carbonated drinks brand, achieved massive earned media support in the Middle East by tackling prejudice with an online video-led campaign.

Case Study

This case study explains how Coca-Cola used social media to send a message against prejudice in the Middle East, during Ramadan.

Case Study

This case study describes how security technology company F5 Networks took a content-first approach to target C-level IT leaders, globally.

Case Study

This case study describes how Coca-Cola used the power of social media to send a message against prejudice in the Middle East.

Case Study

This case study shows how the U.S army partnered with a upcoming Hollywood movie to change audience perception of the organisation and increase its recruitment numbers.

Case Study

This case study demonstrates how The Shelter Pet Project, a collaboration between the Humane Society of the United States, Maddie's Fund and The Ad Council, used homeless pets online to transform the way America thinks about these pets.

Article

This article explores China's fast-growing influencer (Wang Hong) market and how brands can create effective KOL strategies, including monetization and choosing the right channels.

Case Study

This paper describes a research project by PayPal, the online payment company, to help develop a new brand positioning to work globally (especially in emerging economies) and allow for future product innovation.

Case Study

This case study looks at JetBlue, a US airline that had to begin charging for checked bags – something it had always avoided – by asking people to value a broader take on humanity than freebies.

Case Study

This case study shows how an online video-led campaign from Coca-Cola in the Middle East sent a message against prejudice during Ramadan, and achieved massive earned media support.

Case Study

Coca-Cola, the soft drinks company, successfully shed light on people's stereotypes and prejudices by inviting a select group of influencers to a special Ramadan Iftar dinner in MENA.

Case Study

T-Mobile, a telephone network carrier, launched the Un-carrier campaign in the US to gain new customers, increase its stock price and become the nation’s favourite wireless provider by Consumer Reports.

Case Study

eBay Inc, an e-commerce company, promoted the separation of its marketplace and payments businesses by creating a multi-media campaign in the US.

Article

This article argues that data, like gold, is a low risk high return marketing investment that will drive a competitive advantage in a commoditised market.

Case Study

This case study describes how Coca-Cola, a leading soft drink brand in the Middle East, held an Iftar (Ramadan meal) in the dark and removed labels from their cans to encourage people to see others without prejudice, and raise its brand profile.

Research Paper

This article explains research by TiVo that showed how decreased TV ad spend hurts sales; for every $1 saved in TV spend, the drop in sales return was $3.

Case Study

This case study explains how Western Digital, an American IT brand, increased awareness and consideration for its personal cloud storage product.

Article

This report examines Chinese mothers' attitudes towards infant nutrition and demonstrates how brands can communicate with these mothers on social media, based on data from WeChat, the messaging app.

Research Paper

Flash sales refer to an emerging e-commerce practice in which a firm offers one or more products/service at a substantial discount within limited time.