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News

LONDON/SAN FRANCISCO: Cannes Lions and HP, the US tech firm, have launched a pilot mentoring programme aimed at building and strengthening diversity among creative talent in the advertising industry.

Article

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Article

People talk about customer experience as if it’s a physical thing like an event or a moment, but work involving three high-profile consumer brands shows it is more about understanding the emotions around that experience.

News

BEIJING: Both Alibaba’s Taobao and JD.com online marketplaces have integrated livestreaming platforms for merchants or influencers to market products close to the point of purchase.

News

LONDON: Email remains the trusted workhorse of digital marketing, but new research shows a majority of consumers don’t think such communications are done well and many have a separate address just for marketing messages.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury accessories company, Tiffany & Co.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

News

NEW YORK: Half of all ad fraud in 2017 will take place over the next few weeks, according to White Ops, leading to as much as $3.5bn in losses.

Case Study

Tide, a US laundry detergent, used the Super Bowl and the internet to celebrate the brand and blur the lines between reality and advertisement.

Research Paper

Using established marketing laws, such as the brand usage and image relationship and the double jeopardy effect, the current research shows how to analyze the market performance of different types of mobile apps.

Article

This article provides marketers with information and guidance about luxury brand advertising.

News

SINGAPORE: Asia-Pacific today accounts for most of the growth of the global economy, yet surprisingly few C-suite marketers in the region feel completely confident about their ability to remain competitive in the near future.

Article

This event report outlines how artificial intelligence could reshape the way consumer insights are generated and activated, based on the example of Sqreem, an analytics provider.

Case Study

Herbalife, a nutrition supplement retailer, launched a campaign to counter-act a smear campaign that was driving down brand trust and sales in the US.

Article

This paper explains how luxury brands need to adapt to an evolving market comprising digital opportunities, millennial shoppers, the concept of "affordable" luxury and the need for strong, personalised brand-consumer relationships.

Case Study

Gagen MacDonald, a business strategy company, used content including videos to build understanding of what leadership looks like in the US.

News

NEW YORK: Russia-based cyber fraudsters have been stealing as much as $3m to $5m a day from some of the largest US brands and media companies, according to digital security firm White Ops.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Case Study

This case study shows how Bulgari, a luxury brand, created an original movie to launch its new product line in China.

Research Paper

This paper examines how storytelling can be implemented into methodologies for understanding brand experiences in the Japanese and Asian market.

Article

This event report addresses how Clorox, the consumer goods manufacturer, developed a more effective approach to shopper marketing through adopting a truly holistic strategy in the US.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel, wines and spirits and beauty company, LVMH, the owner of brands such as Dom Pérignon, Christian Dior and Donna Karan.

Case Study

This case study describes how McDonald's reintroduced the character Dim Jack in a new form in order to create buzz around the brand in Hong Kong.

Case Study

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Article

This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.