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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Article

This report examines current and future trends in the global video industry, including the evolution of linear television and online video services, and the implications for advertisers.

News

MUMBAI: Concerns about the slow recovery of India’s advertising market in 2017 have been allayed to a great extent by reported growth of 15-20% during the recent festive season.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

Premier Futsal, a new football league, was launched in India with an integrated media campaign featuring celebrities.

Case Study

Mosquito repellent brand Good Knight used a multichannel strategy based around the dengue virus to change behavioural habits in India.

Case Study

Online brand Amazon used a TV-led campaign to reposition its Kindle e-reader in the Indian market.

Case Study

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

News

ASIA: Although e-commerce giant Amazon is ranked as the world’s “most authentic” brand in a new global study, Google comes out on top in Hong Kong and India, while smartphone manufacturer Huawei is most highly regarded in China.

Case Study

Beats by Dre, a headphones brand, successfully established itself in the global headphones market by pairing with sports to promote its product as a tool for victory.

News

NEW DELHI: With Navrati ended and Diwali about to start, the signs are pointing to a bumper festive season for retailers and manufacturers across India.

Article

This article examines the effects of technological developments on modern life and warns that people will soon realise their costs.

Case Study

This case study explains how KFC, the fast food chain, created the SoundBite Chart to engage millennials in South Africa.

Case Study

This case study details how Samsung, a technology brand, launched its new Galaxy A-Series smartphone in Vietnam, despite widespread negative perceptions of the previous Galaxy A model.

News

LOS ANGELES: Several major Hollywood studios are currently negotiating to secure the distribution rights for the James Bond movie franchise, but it has emerged that Amazon and Apple are also in hot pursuit.

News

MUMBAI: The India Premier League (IPL) is now in the top three global sports properties but more such success stories are needed to boost the country’s sporting infrastructure and culture, according to an industry figure.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.

Article

Explains the dangers of brands becoming too frictionless and explores ways in which marketers can generate friction without disrupting the customer experience.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Article

This event report addresses how Mattel, the toy manufacturer, is building a diverse content platform to bring its Barbie brand to life.

News

CUPERTINO, CA: Rumours of Apple’s entry to Hollywood received credence yesterday, as reports surfaced that the company had set aside roughly $1 billion to procure and produce original video content over the next year.

Research Paper

This paper aims to discover 'How long can/should a survey be?' by asking the question to respondents themselves in a web survey implemented by the Netquest fieldwork company in Mexico in 2016.

Research Paper

This article provides research and insights into app users and explains why the growth of mobile apps is good news for brands.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.