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News

As shoppers across Asia increasingly prefer to buy online, brick-and-mortar retailers have yet to fully capitalise on their particular strengths according to a new report.

Case Study

Anchor, a New Zealand dairy brand, developed a positioning and a campaign for Protein+, a first-to-market dairy protein offering.

Article

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

Research Paper

A global study revealed that, while consumers share their location data, most feel stressed or vulnerable when doing so. The findings also gave insights in how to appropriately address consumers’ privacy needs and concerns.

Opinion

Social media has been a part of media plans for a long time, but accurately measuring how it affects not only the overall communications effectiveness but the bottom line has proved extremely difficult.

Case Study

Philips, a technology company, grew its market share in Russia by linking its headphones product with productivity websites.

Case Study

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.

Case Study

Philips AirFloss, an electronic power flossing device, increased its sales volume and value of its product in the UK by launching a set of executions that showed people why busyness is a poor excuse for not flossing.

Case Study

Philips, a multinational technology company, launched a campaign featuring two Argentinian footballers to maintain its market share among men in Argentina.

Article

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

Article

Looks at the hyper-competitive digital environment, which changes the application of the principles of brand architecture in a number of important ways.

Article

Change in the retail space means more than the growing power and influence of Amazon – companies around the world are exploring new ways to make retail smart.

Article

Provides key details and analysis of British American Tobacco, the owner of brands such as Kent and Pall Mall.

Case Study

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

News

GLOBAL: As a global study released this week alleges that Big Tobacco firms have targeted young people through social media influence campaigns, senior figures deny the allegations.

Article

This Company Profile from Euromonitor provides key details and analysis of Philip Morris International Inc, the owner of brands such as Marlboro, L&M, Chesterfield and Parliament.

Article

Reveals the books that influenced Mark Holden, worldwide strategy and planning director at PHD.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

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.

Article

Offers a category analysis of hair care in the US, including company profiles, market data and key trends and developments.

Case Study

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