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Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Article

This Company Profile from Euromonitor provides key details and analysis of Japan Tobacco Inc, the owner of brands such as Camel, Winston, Mild Seven and Glamour.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

This case study describes how Chinese mobile brand Tecno used an innovative TV campaign to launch its C9 smartphone in Egypt, during Ramadan.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Research Paper

This report presents the findings of a large-scale study into marketers' attitudes and priorities for the future, revealing that control over customer strategy and data, organisational integration, and brand safety are the focus for 2020.

Article

This article provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Article

This article examines how marketers should respond to the ongoing trend in B2B organisations by which buying is becoming more complex and buying journeys more digital, while marketing silos are coming down.

Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

Opinion

In future, the USP of the successful agency planner will be their ability to synthesise different data sources, argues Anthony Wong.

Article

This report analyses results from a global WARC survey of senior agency planners, covering the current state of the strategic discipline, future opportunities and challenges, and guidance on building the planning team of the future.

Case Study

This case study explains how hygiene brand Lifebuoy increased sales in the Middle East by inventing a branded attachment that killed germs on shopping trolley handles.

Article

This article provides guidance on using packaging to create standout for brands and drive purchase consideration.

Case Study

This case study explores how Chipsy (AKA Lays), the world's biggest potato chip brand, launched a campaign in Egypt by partnering with the UEFA Champions League: the world's biggest football league.

Case Study

This case study explores how Tecno, a low tier Chinese mobile phone brand, launched its latest smartphone, the C9, using a national campaign in Egypt.

News

LONDON/BRUSSELS: TV advertisers can identify the most relevant aspects of campaign impact and work more closely with media and creative agencies to improve effectiveness by using an ad impact model, according to an industry figure.

Article

This article introduces the Ad Impact Model, which identifies all the important elements that influence impact and the interplay between them, serving as a roadmap for creating successful TV ad campaigns.

Article

This article explores what new brands need to consider when launching, as marketplaces are often highly cluttered and a launch strategy requires significant investment over the long-term.

Case Study

This case study describes how India Gate Basmati Rice used findings from in-depth research to discover its USP in a generic category to boost loyalty in the Indian rice market.

Case Study

This case study describes how the app Spott was launched in Belgium, offering retail inspiration for viewers and increasing the relevance and attractiveness of content.

Case Study

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Case Study

This case study looks at Green's, a British gluten-free beer brand, that rebranded in order to sit more comfortably among mainstream beer shelves, a departure from the prior 'pharmaceutical look'.

Case Study

This case study describes how Moma, a British porridge brand, redesigned to weather the move from busy commuter train station sales, to retail sales, by creating an ownable brand design to support the entire portfolio.

Case Study

This case study explores how Arla's skyr, a new yoghurt brand to the UK, broke into this competitive category with a design that contrasted with the cluttered market, cutting through the noise.