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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.

News

MUMBAI: As India transitions to a digital economy, a new survey from Visa, the global financial transactions firm, has revealed consumers are highly inclined to embrace new forms of payments.

News

NEW YORK: Five technology firms are included in the top five spots of a new ranking of the 100 most valuable brands in the US, which also examines various factors underpinning brand success.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Case Study

Credit card brand Mastercard used a digital, social media and mobile campaign to change the cash-centric culture in Vietnam.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

Mastercard, the payments brand, improved its brand metrics in Japan by encouraging people to prioritise spending time with their families.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

Case Study

Mastercard, the payments company, increased leads and sales for its merchants with a campaign targeting affluent consumers in India with an emotional message.

Case Study

Telecommunications company Singtel increased use of its data roaming product for Singaporean customers travelling abroad with a film, social media, and digital and search ads.

Case Study

The Singapore Tourism Board (STB) used humorous videos posted on social media to raise awareness of the need for travel insurance among Singaporeans.

Case Study

Visa, the payments company, increased payments by Chinese tourists by encouraging them to be more adventurous on their holidays in an interactive mobile video and digital ads.

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

Samsung, a technology brand, partnered with the comedian Jack Whitehall to introduce its 'Samsung School Of' campaign to help drive brand love in the UK.

Article

This Company Profile from Euromonitor provides key details and analysis ofInternational Airlines Group, the owner of brands such as British Airways and Iberia.

Article

This article assesses Myanmar as an emerging market and promotes the opportunities the country can offer.

News

NEW YORK: Forward-thinking banks can build a strong branded position as consumers’ “trusted” data manager, according to a timely study published a week after credit reference agency Equifax admitted that hackers had stolen the ...

News

SINGAPORE: A total of 31 papers covering a broad range of markets, categories and brands have been shortlisted for this year's WARC Prize for Asian Strategy.

Case Study

This case study explains how Under Armour, the American sportswear brand, advertised during the Olympic Games through its partnership with Michael Phelps even though it wasn't an Olympic sponsor.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Article

This article summarises the insights from a series of key papers on working with start-ups (typically newly emerged, fast-growing businesses) and notes both the challenges and rewards of doing so.

News

HONG KONG: Banking is waking up to, and publicly acknowledging, the threat posed by agile fintech companies, as China’s tech giants gain more ground in traditional industries.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study describes how Egyptian snack brand Chipsy softened the blow of a price rise using an on-pack promotion, TV, outdoor and social media.