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News

NEW YORK: In the same week that the partners in a global tobacco industry watchdog group were announced, studies have highlighted how smoking and media depictions of smoking continue to be common in countries as diverse as Indonesia and the UK.

Article

Brands using chatbots should focus on utility: qualifying leads, always-on customer service, personalized offerings based on customer data and sales conversions.

Case Study

Philips, a Dutch multinational technology company, promoted its healthcare and personal health product portfolios in India by launching Philips Homecare to help people recover at home, freeing up hospital beds.

News

HONG KONG: New apps, pop-up stores, data analytics, augmented reality and virtual reality are all high on retailers’ own shopping lists as they strive to improve the experience for consumers, new research from Asia shows.

Case Study

Dimension Data, a company specialising in information technology services, launched an integrated marketing programme in South Africa to spread awareness of its Connected Conservation programme, aimed at stopping rhino poaching.

Case Study

Vodafone Group, a telephone network provider, launched ReConnect, a global recruitment programme across 26 countries.

Research Paper

Introduces the initiatives of Marketing Research 2.0 (MR2.0), a voluntary group of professionals who are either suppliers or clients in Japan's MR industry, and illustrates a case of successful collaboration between suppliers and clients in Japan.

Opinion

A confluence of factors caused something special to happen in the 1980s, writes the 4A’s Marsha Appel.

Article

Details the missed opportunity of marketing to African Americans and how to best target this segment.

News

GLOBAL: In the process of ensuring compliance with GDPR, marketers have become increasingly aware that the quality of their data – and sometimes the source of that data – may not be as reliable as they would wish.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

News

NEW YORK: The Association of National Advertisers (ANA) and Cannes Lions International Festival of Creativity have launched a CMO Growth Council to represent the voice and priorities of a slate of leading marketers.

Case Study

BBC, the British broadcaster, refreshed the identity of its Asian Network radio station in the UK to revive its relevance among the 18- to 34-year-old audience.

Opinion

With the disruptions of Amazon and other platform companies, marketing is shifting away from communications and advertising, and toward the design of experience.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Article

This article explores the value of both salience and differentiation, the importance of the latter is often disagreed on by marketers.

Article

Looks beyond share of voice to a new metric – share of brand experience – and explains how it is an improvement on SOV for budget-setting in five ways.

Opinion

The research industry will in future be dominated by a very few platforms able to leverage scale in the same way that Amazon and Uber do in their industries, according to Stephen Phillips of ZappiStore.

Case Study

Maplin, an electronic goods retailer, used a customer-focused strategy to redesign the layouts of its stores in order to encourage more visits.

Case Study

Cornerstone, the subscription-only male grooming brand, became the largest brand of its category in the UK through a strong and meaningful design.

Article

Debunks myths about big brands dying, outlines what strategies make sense for big brands to follow and presents five strategic mistakes made by big brands over the past 10 to 20 years.

Article

Details some of the guidelines O2 uses for developing new digital services and communications, in addition to how they should come to life conceptually, structurally, visually and verbally.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

Brands have to work harder to matter to people, and in the present age actions speak louder than words.

Case Study

The Sunday Times, a UK newspaper, presented its famous Rich List in a new and unexpected way, by placing the famous faces on the back of bucking rodeo bulls.