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Article

This article draws on exclusive research by Publicis Media China and the Ehrenberg-Bass Institute to determine how CEPs drive brand influence in the Chinese ready-to-drink category.

News

GLOBAL: The inexorable rise of the craft trend is knocking on the doors of the soft-drink giant, as spirit sippers look to premium alternatives with which to mix their drinks.

Research Paper

Explains how context in ad placement has a tangible effect on how people react to advertising.

Article

Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.

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

Mirinda, a soft drinks brand owned by PepsiCo, strengthened its connection to Indian teens with an online video that helped them talk about stress and depression.

Case Study

Detergent brand OMO launched a TV, digital and outdoor campaign to change the meaning of New Year, or Tết, to help drought victims in Vietnam.

Case Study

Broadcaster Sony MAX used a multichannel approach to attract viewers to cricket's ninth Indian Premier League season.

Case Study

Snack brand Lay's used a multichannel campaign based on a packaging promotion to increase sales in Pakistan.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

Article

Walmart, the world’s biggest retailer, is adapting its business to make sure it can compete at the highest level in the online and offline worlds alike.

Case Study

Tropicana, a UK juice brand, grew sales using a multiplatform strategy that encouraged people to consume less of the product per serving.

Article

JPMorgan Chase & Co., the financial-services provider, is facing two forms of disruption as both its industry, and the marketing sector as a whole, are evolving at a rapid rate.

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.

Case Study

Propel, a fitness water, partnered with Pandora, a music-streaming brand, to drive product awareness and purchase intent in the US, using rich media units.

Case Study

The Ad Council, a non-profit organization, used a Facebook messenger chatbot to encourage Americans to vote in the presidential election by providing voting information in an easy-to-use format.

Case Study

This case study details how Aquafina, a bottled water brand, targeted millennials in Vietnam by using smart technology and 360-degree video to show them the health benefits of drinking water.

Case Study

This case study explains how Mirinda, a soft drinks brand, created #ReleaseThePressure, a campaign to show parents and teens in India the effects of parental pressure.

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 paper summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé SA, one of the world’s largest consumer goods companies.

Case Study

This case study looks at how Brusnika, a Russian construction brand, competed with the leaders of the real estate market in Russia, despite being a young company.

Article

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

Case Study

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.