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News

SHANGHAI: Coffee chain Starbucks is opening 500 new stores a year in China, at a time when other Western brands rethink their China footprint, and the company’s Executive Chairman believes its success stems from adapting to local culture.

News

SHANGHAI: Starbucks, the global coffee house chain, is to invest $1.3bn in China, its fastest-growing market outside of the US, as it aims to grow the number of stores it operates in the country to 5,000.

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 provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Article

This article explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce;' while it is a hit in China, consumers in other parts of the world remain concerned about privacy.

Article

This event report looks at how beauty subscription box Birchbox is driving growth in the UK.

Article

This article instructs how to gain cult appeal by attracting passionate consumers and encouraging them to spread the word.

Article

This article looks at the importance of data for CMOs in a digital age and provides some best practice advice in order to maximise effectiveness.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This report provides an overview of the global hot drinks industry, examining the performance of hot drinks comparatively, leading companies, growth brands, and trends shaping the development of the market.

News

LONDON: Some of the biggest brands in the UK are sponsoring Pride in London 2017, the LGBT+ event that kicked off at the weekend, but one of its organisers has called on marketers to do more to help stem a rise in anti-gay hate crimes.

Case Study

This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how the UK's NHS Blood and Transplant service recruited 17-24 year olds during National Blood Week by working with partners in TV, radio, digital, print and online to create a sense of urgency.

Article

This event report outlines how Pfizer, the pharmaceutical company, enhanced the status of its corporate brand.

Article

This event report explores how Royal Dutch Shell, the oil extraction and fuel business, integrates digital into its retail offerings, using it to make the forecourt experience both seamless and more valuable.

Article

This article details how consumers respond when ads appear next to inappropriate content, based on a survey from the CMO Council and Dow Jones.

Article

This article outlines the potential pitfalls facing brands that get involved in politics, based on recent examples and insights from the 4A's (American Association of Advertising Agencies).

Article

This article looks at how brands can creatively invest over the long term to improve their return on investment.

Article

This article explores how China is emerging as a global leader in mobile marketing with integrated campaigns and mobile-first customer engagement via WeChat.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

Case Study

This case study explores how Hippeas, a health food start-up, launched a campaign in the UK and the US to promote its chickpea products.

Research Paper

This paper examines how Coca-Cola Japan used virtual prototypes of new coffee-dispensing vending machines to gain insights into consumer mindsets and test new ideas at scale.

Research Paper

This report summarises the findings of WARC's latest mobile marketing survey, conducted across North America on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

News

SHANGHAI: Since Starbucks announced a partnership with Chinese web giant Tencent, the coffee-shop chain has grown 7% in the last quarter, driven by a 6% increase in transactions through WeChat pay.