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Article

A crisis of trust is impacting brands globally, as people revert to trusting their gut, and brands in both developed and emerging markets need to adapt, albeit in different ways.

Article

Marketers are failing to drive growth as a result of several shortcomings that are widespread in the industry, according to Bob Liodice, President/CEO of the ANA.

Article

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

Article

This article looks at why Super Bowl ads are beneficial to brands outside of the US and how they can successfully get involved whilst maintaining relevance and lowering costs.

Article

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

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.

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 Mondelez used an Instagram-focused campaign to launch its Cadbury Dairy Milk Oreo variant to the youth market in Egypt.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Research Paper

This Viewpoint presents the results of a study into the marketing attitudes of Gen Z, which involved a quantitative survey, a qualitative survey and quantitative advertising testing.

Case Study

This case study describes how Pop-Tarts, the toaster pastry brand, reversed sales decline in the US by launching a new product aimed at millennials.

Article

This event report outlines how Mondelez International, the food manufacturer, worked with a startup to create a new snack brand.

Article

This short report summarises the results for the food category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Research Paper

This paper explains how a streamlined innovation process helped Unilever get ideas to market in China in a shorter timeframe than traditional approaches.

News

SHANGHAI: With consumer spend stagnating in China’s megacities as a result of economic downturn, FMCG companies are turning to provincial China as the next frontier of growth, according to a senior Mondelez executive.

Article

This article outlines how marketers can capitalize on new consumer trends including eating out, packaging and flavour profiles to grow market share during China's economic slowdown.

Article

This article summarises how the brands Ford, ADT, Oreo and IBM overcome challenges in marketing, providing tips on how to stay relevant and innovative.

Article

This short report summarises the results for the US from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article outlines how Mondelez is crafting its marketing strategy for Tier 3 and Tier 4 cities in China to grow established brands such as Oreo, and new chewing gum brand Stride.

Research Paper

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

Article

This event report explores a method of brand tracking that uses behavioural science to establish three key metrics through which you can analyse a brand's current mental availability, future brand share, and the effectiveness of brand assets.

Article

This event report discusses some of the challenges facing newsbrands, including the rise of "fake news", falling trust in media, ad fraud and questionable metrics from some of the main digital players.

Article

This Company Profile from Euromonitor provides key details and analysis of Mondelez International Inc, owner of brands such as Cadbury, Milka, Oreo, Ritz and Philadelphia.

News

SHANGHAI: Brands, including Mondelez and Moleskine, are using a huge influx of new Chinese customers on Singles Day to fuel their data and CRM marketing efforts through the rest of the year.