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Article

Mondelez International, the consumer packaged goods company, has fostered engagement with the LGBT community in various ways.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

Kraft Heinz tapped five principles of ‘white space innovation’ to launch its new cookie product in China’s crowded snacking category.

Case Study

Malaysian biscuit brand Lexus gained penetration and market share by running a multimedia campaign around a new product launch focusing on mothers and families.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

News

Confectionery giant Mondelēz has revealed the strategy behind its major marketing shake up, and it’s all about being “fast, focused and fearless”.

Article

Explores the current writing on the subject of Twitter as a marketing tool; an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

A look at the risks and rewards of advertising during the FIFA World Cup whether as an official sponsor or simply engaging with the World Cup on social media.

News

MUMBAI: Mondelez India, the confectionery giant, is rethinking its marketing approach as it seeks to both maintain brand values and be more responsive to the needs of a new generation.

Article

Creating briefs is an essential component of the advertising process, but is a task that is fraught with complexity.

Case Study

MoonPie, an American confection made by Chattanooga Bakery, increased its sales by declaring itself the official sponsor of the 2017 Solar Eclipse through humorous online content.

Case Study

Chocolate candy bar Milka Oreo launched in the US with custom programming across three of the country's key retailers.

Article

Explains how to overcome the modern and traditional disconnect by building an effective brand solar system, with all executions orbiting a sharply defined brand promise.

News

CHICAGO: 19 Crimes, the wine brand, claimed the top prize at the 2018 REGGIE Awards for a campaign that tapped the power of augmented reality (AR) and was created by agencies J.

Article

Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.

News

BEIJING/SHANGHAI: It is only two years since Alibaba founder Jack Ma coined the term ‘New Retail’ to describe a future in which online, offline and logistics would merge to create a new retailing environment, and a number of leading ...

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

Adapting to Facebook‘s changes, getting the balance right on ‘push’ and ‘pull’ marketing, and effective influencer marketing will be three key areas of focus of many APAC marketers in 2018.

News

GLOBAL: Recent forays by the tech giants into software to improve the experience of lower end devices indicate that they are not focused just on the upper end of the market in their pursuit of growth.

Opinion

Brands have successfully utilised rituals for their symbolic and emotional power for some time, but how will new rituals be built when AI and voice assistants become our most common interface, asks Gareth Kay.

Article

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Opinion

The Super Bowl is one of the most expensive places to advertise, giving brands access to an experience shared across America.

Article

Offers six principles which, if followed, can help telecoms brands break through the inertia and achieve market effectiveness.