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Article

Land O’Lakes, the food and agriculture company, has enhanced connections with various audiences by helping change perceptions and embracing brand purpose.

Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Case Study

Club Mahindra, a holidays company, used a TV ad integrated with mobile ads to increase holiday bookings in India.

Article

HBO, the cable network, has successfully used experiential marketing as a means to promote a variety of its shows in truly compelling ways.

Article

Citibank India is thinking outside of the box to create content marketing which touches on Indian passions – food, travel, cricket, etc – rather boring financial information, and market-specific digital behaviours.

Article

This Company Profile from Euromonitor provides key details and analysis of Marriott International Inc, the owner of brands such as BVLGARI Hotels, and Ritz-Carlton.

News

BEIJING: JD.com, one of China’s biggest online retailers, has introduced its own range of branded products in a move that not only follows Amazon’s lead but also reflects a broader shift in the country’s commercial culture.

Case Study

Kellogg's cereal brand Chocos joined forces with a leading Indian parenting blog to drive its brand proposition of uninhibited childhood but also persuade mothers that it was a healthy food.

Article

In a world of vanishing technology, where calls can be made and delivered to any device, what does the future hold for the humble mobile network provider in a world of handset contracts?

Research Paper

Because event sponsorship has been used widely as a means to communicate corporate social responsibility (CSR), managers evince interest in the interplay among events, sponsorship, and CSR.

Article

Looks at the current market for TV in India and discusses its future in the midst of new digital technologies and changes in viewership.

Case Study

PepsiCo, a food and beverage company, leveraged its partnership with the UEFA Champions League in Ireland by launching a video campaign that surprised superfans by taking them to the UCL game.

Article

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2017 WARC Awards.

Case Study

Financial brand Citi India used digital and social channels to boost preference for its credit cards during Diwali.

Case Study

Media company Media Prima promoted its TV programmes in Malaysia through a celebrity tour across the country's rural states.

Case Study

Club Mahindra, an Indian travel company, increased website traffic and encouraged people to book a holiday by creating a mobile campaign that targeted viewers of its TV commercial.

Article

This Company Profile from Euromonitor provides key details and analysis of E&J Gallo Winery Inc, the world’s largest vintner, accounting for 3% of global volumes in 2016.

Article

This article argues that marketers must use customer journey mapping to achieve more than just smoothing the path to purchase; it should also be an opportunity to disrupt and influence.

Research Paper

This report looks at the concept of programmatic commerce as a new revolution in digital commerce and whether consumers find the idea favourable or fearful.

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 insights into consumers' current usage of voice technology and practical steps for marketers who want to take advantage of this growing trend.

Article

This article shows the clear evidence that copycat brands are disrupting consumers' search and decision-making process, which is bad news for both original brands and shoppers, who find themselves manipulated.

Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

Case Study

This case study explains how the National Fair Housing Alliance (NFHA), a consortium of civil rights and housing organisations in the US, used a short, emotional film to influence business leaders and policy makers.

Article

This article provides an overview of how influencer opinion and recommendations can deliver marketing messages to consumers through social networks and word of mouth.