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News

MUMBAI: e-Sports is joining the plethora of national sporting leagues that have sprung up in India seeking to emulate the success of the India Premier League.

Case Study

This case study looks at how Nike, the sportswear brand, got India's youth moving again by focusing on young women who face more barriers in playing sports.

News

NEW YORK: Uber, the beleaguered ride-sharing platform, has gained more millennial customers at a faster rate than any other company in the US over the past year.

Article

This article presents four steps brands can take to ensure they succeed with moment marketing through social media, as they engage with potential customers, often in conjunction with TV viewing.

Research Paper

This paper attempts to compare self-organising maps (SOM) and principal components analysis (CPA) by applying them to the marketing construct 'retail store personality'.

Article

This paper explores how advertising can leverage the interplay of attention, memory and emotion to influence people's brand choices.

Article

This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.

News

LONDON: UK advertisers looking to take advantage of next month's Olympic Games will need to devise an effective second-screen strategy, new research suggests.

Case Study

The case study describes how Lacoste, a French clothing brand created in 1933, used a 360 degree marketing approach to reignite its fans' passion for the brand while maintaining that important link to its sports DNA.

Article

This Company Profile from Euromonitor provides key details and analysis of Kering SA, the owner of brands such as Gucci, Balenciaga, and Alexander McQueen.

Article

In this event report, the brand sponsors share their insights and lessons from association with some of the world's most prominent sporting events and teams.

Article

This article argues that purpose is not just another trendy catchword but a fundamental part of every brand's core identity.

News

BENGALURU: Leading sports brands are recruiting athletes as sales staff in India and reporting a significant uplift in sales as a result.

Article

This trend report describes the 'circular economy', a new model which reduces waste, and sets out some of the opportunities for brands.

Case Study

This case study describes how Marks & Spencer turned the UK into a nation of "shwoppers" (a mix of shopping and swapping) through its Shwopping clothing waste initiative.

Case Study

This case study explains how CIBC boosted its profile in the Canadian banking sector by producing football-focused real-time content around the World Cup, and in particular playing on fans' diverse international affiliations.

Article

This event report outlines how adidas, the sports brand, scored an unlikely success at the 2014 World Cup through establishing a Twitter account for its official match ball, the "brazuca".

Case Study

This case study describes how a rebrand of football website goal.com gave the brand credibility among supporters who traditionally prefer national and global sites.

Article

This article offers guidance on planning as a job role via a selection of papers that cover the basic principles of planning and definitions of great planning practice.

News

NEW DELHI: The market for sportswear in India is set to become increasingly competitive as international brand Puma extends its presence across the country.

Research Paper

Although the benefits sought by engaging in non-traditional marketing tactics such as sponsorship are well documented, determining return on investment (ROI) remains an evolving science.

Article

This is the summary version of Warc's Toolkit 2015 which highlights six key areas that will affect marketers in 2015 and how they should respond, with chapters including:

Article

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed.

Article

This article explains how social media can be used to maximise the impact of events sponsorship, using an example of when Continental Tyres sponsored the football World Cup.

Article

This event report explains how advances in technology - particularly in mobile - are changing how brands do business in India.