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Article

Explores how best to approach in-store marketing and explains how the best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Case Study

Matsumoto Kiyoshi Holdings, a drugstore chain in Japan, increased its share in the toilet paper category by redesigning its brand packaging to eliminate shame.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Case Study

Malaysian wellness township City of Elmina used 'wellness architects' across lifestyle, health and environment in a campaign to boost its profile and sales.

Article

One of the original online companies, eBay, uses radio advertising to get its brand into the centre of people’s lives and regain cultural relevance.

News

CHICAGO: U by Kotex Fitness, the feminine care line manufactured by Kimberly-Clark, found success by tapping into the power of influencers and integrated digital content to reach its target audience in the pre-shop phase.

Article

This article looks at context in advertising, a topic which has had much interest yet still has significant gaps in scholarship, as part of the ARF’s ongoing How Advertising Works initiative.

Research Paper

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.

Article

Explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

Research Paper

Provides suggestions on how brands can build stronger and more meaningful relationships with consumers, through understanding how new technologies – and voice technology in particular – are affecting people in the digital era.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Research Paper

Discusses an innovative application of NUDGE by Unilever in Thailand, designed to minimize the disruption caused to consumers and thereby significantly improve the chances of a successful brand relaunch.

Article

As robot valets such as Amazon’s Echo become more popular, they are adding to the already vast amounts of increasingly complex data that is being given away by consumers.

Article

Kimberly-Clark, the health and personal care giant, found that reaching female consumers in the pre-shop phase was vital when launching U by Kotex Fitness.

Opinion

In a tough climate for brands, messages are increasingly filtered through a sceptical lens. People get their trusted information about brands from family, friends, co-workers and from the pooled wisdom of the wider population, so, as Mike Teasdale explains, getting the basics right is paramount if you want to build brand trust.

News

NEW YORK: The 4A’s (American Association of Advertising Agencies), the industry body, is basing its underlying purpose around empowering its member agencies to deliver truly “insightful creativity” to clients.

Article

The 4A’s (American Association of Advertising Agencies) has a proud 100-year history, but is looking to help its members thrive in the digitally-driven future.

Article

This article reveals the results of studies exploring the role of cultural differences and usage occasions in shaping the most relevant emotions and motivations for female beauty in the UK and Indonesia.

Case Study

Brew York, a British craft brewery, created a brand mark through a redesign of its packaging that saw each product be given its own character, pattern or symbolism.

Case Study

Hi Mark, the Taiwanese sports equipment manufacturer, relaunched its global Body Sculpture brand by positioning the product as the hero.

Article

Explains the importance of the role of shopper marketing and looks at ways that brands can maximise their strategies in order to improve results.

Article

This Company Profile from Euromonitor provides key details and analysis of Avon Products.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

Article

Brazil’s largest brands have faced a challenging business climate in the recent past, but many of these players have also demonstrated how to flourish in tough times.