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Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Article

E-commerce generates huge amounts of data that platforms can utilise to assist brand partners in a variety of ways.

News

LONDON: Technology has disrupted many industries by addressing consumer pain points and making their lives easier, but, an industry figure has argued, “frictionless” brands become less intrusive and less front of mind.

News

SHANGHAI: Chinese e-commerce giant Alibaba has smashed even its own lofty expectations with a record US$25.3bn in sales – a 39% increase on last year - in just 24 hours for its annual Singles Day online shopping event.

Article

Looks at how loyalty has changed thanks to digital transforming the value exchange and how delivering a great brand experience can be done through the drivers of relevance, utility and purpose.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Article

Previews a series of papers about the changing face of brand loyalty, with advice on how delivering an exceptional brand experience is now key for customers.

Article

This Company Profile from Euromonitor provides key details and analysis of ASOS, the online fashion and beauty store.

Case Study

Soft drink brand Coca-Cola used a multichannel approach and limited edition packaging to appeal to teens and boost sales in China during the Rio Olympics.

Case Study

Ariel Matic, the premium laundry detergent brand owned by P&G, built on its previous 'Share the Load' campaign by persuading dads to do more laundry and promote gender equality.

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.

News

NEW DELHI: Financial products in India have traditionally been marketed to men but that is starting to change as an increasing number of women choose to make their own investment decisions.

Case Study

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

Case Study

Reebok, the sports apparel brand, increased sales to Indian women by focussing on the benefits of exercise for mental strength in a TV ad and social media campaign.

News

MINNEAPOLIS: Almost half (47%) of American teenagers regard Snapchat as their favourite social media platform, or almost twice as many as those who prefer Instagram (24%), a new survey has revealed.

Case Study

Nike, the sportswear brand, created Nike On Demand, to re-engage with young athletes in Germany and compete with its top competitor in the country, adidas.

Case Study

Oasis, a soft drink brand, reversed its declining UK sales by devising a brutally honest campaign.

Case Study

Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.

Case Study

KFC, a fast food brand, used long-form video to win back 16-24 year olds globally with its YouTube video series 'Around the world in 99 gigs'.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

Article

Bricks-and-mortar stores remain important for brands but not necessarily for simply shifting products in the short term.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Article

This article examines the phenomenon of fake news, the problems it presents and how it relates to marketing.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.