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Case Study

This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience.

News

MUMBAI: It has emerged that brands who used social media in their marketing campaigns during this year's Indian Premier League (IPL) got the most out of their sponsorship.

Article

This paper explores the current writing on the subject of Twitter as a marketing tool; the microblogging platform boasts 328m monthly active users worldwide, and an instant feed where reactions to current events can let brands into culturally significant themes and invaluable customer insights.

Article

This article covers how Reliance Jio, a telco challenger brand in India, has seen rapid growth in market share by launching its service for free.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Article

This article provides an overview of how econometric modelling can help marketers understand how much each media channel contributes and over what timescale.

News

MUMBAI: Not only do India's cinema audiences tend to be young and affluent – an attractive demographic for brands – they are also more likely to pay attention to ads in this medium than on television, a new study says.

Case Study

This case study shows how telecoms brand O2 was able to improve brand equity and sales in the UK by partnering with charity War Child in staging a series of performances.

Case Study

This case study shows how O2, a telecommunications company, curbed its declining handset sales in the UK by creating a whole new market for second-hand models.

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.

News

LONDON: Vodafone, the mobile telecoms business, has announced plans to tackle the issue of its digital ads appearing on fake news sites and on sites featuring hate speech in order to avoid contaminating the brand.

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.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Article

This article provides marketers with information and guidance about attribution and marketing mix modelling.

Article

This report analyses the world's best marketing campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.

News

SAN FRANCISCO: Unlike Facebook, Twitter has found it hard to develop a large user base in emerging markets, so the messaging network is hoping that its launch of a new slimmed down and data-optimised version will remedy the situation.

Article

This article advises companies on how to adapt to the upcoming changes that will occur with the implementation of General Data Protection Regulations (GDPR) in the European Union.

Article

This article summarises the results of the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

News

MUMBAI: With the first ball in IPL 10 soon to be bowled, broadcaster Sony Pictures Network (SPN) has sold all its advertising spots and reached its target of generating Rs 1,300 crore in advertising revenue.

News

GLOBAL: An India campaign for Procter & Gamble's Ariel detergent brand has topped the WARC 100, an annual ranking of the world's best marketing campaigns and companies according to their business impact.

Case Study

This case study describes how Telefonica mobile brand O2 created a new advertising medium to position itself as a digital innovator to get in touch with a young, and digitally savvy, target audience in the German market.

News

LONDON: After several public bodies, media owners and brands announced they were pulling ads from YouTube over concerns these were appearing alongside "inappropriate" content, Google has said it will review existing controls and make changes.

News

NEW DELHI: Netflix, the US video streaming giant, is aiming to reach more Indian viewers after announcing a strategic partnership with Airtel, Videocon d2h and Vodafone, the country's leading telecom and direct-to-home (DTH) providers.

Article

This event report discusses some of the challenges facing newsbrands, including the rise of "fake news", falling trust in media, ad fraud and questionable metrics from some of the main digital players.