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Article

This article explores the impact of India's 2016 demonetization initiative on the country's consumers, advertisers and economy.

Article

This article outlines trends set to shape India's marketing and advertising landscape in 2017, including government-led digitization initiatives, increased product demand in rural areas and homegrown brands with global ambitions.

Article

This article follows the logical conclusion of digital systems predicting demand to a world where algorithms do all of the work, giving consumers just as much value with far less engagement in shopping and buying.

Research Paper

Creativity widely is acknowledged to be a powerful tool for generating effective advertising communication, yet little is known about its application in the rapidly changing Chinese marketplace.

Article

The article examines how Colgate, Philips and Durex partnered with popular celebrities and online influencers to build their brands in India.

Article

This article explores common challenges facing Western tech brands in India, and provides insight into how Samsung and Vivo successfully localized to grow market share.

Article

This article aims to lay down firm, comprehensive advice to brands attempting content marketing, arguing that it allows communicators to break rules and step out of comfort zones, but that creators should not stray from the fact that consumers will always choose to experience great content.

Article

This article argues that brand purpose must not be mundane by beginning with the 'what;' instead, purpose must be an inspired root of storytelling: a 'why'.

Article

This paper details Millward Brown's AdReaction Video study, an attempt to find out what people think of video ads on different screens, how they watch videos – and for how long – and how to create ads that customers won't want to skip.

Article

This essay explores agencies' value to boardrooms, considering what they need to change in order to remain relevant and prepared to face business problems.

Article

This paper looks at millennials in America, considering their past, present, and future, as the country's 'most promising generation,' and warns against overgeneralization.

Article

This essay argues for a new definition of creativity according to bandwidth, departing from the insight that at least two-thirds of human communication is non-conscious and non-verbal.

Article

This article argues that pharma should, as an industry, begin to change its thinking on social media use in the marketing mix from a tool of promotion to a tool of engagement.

Article

This article examines the phenomenon of Black Friday, the one-day shopping frenzy and a US retail export to the UK, and considers its effects on brands.

Article

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.

Article

This article looks at the ways in which better designed surveys can reveal more honest answers, through a study that calculated honesty using innocuous, sensitive, and outright impertinent questions.

Article

This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.

Article

This essay considers the background to the 2014 Scottish referendum, through opinion polls, social media analytics, and the eyes of a prospective parliamentary candidate whose career depended on the outcome.

Article

This article explores the context in which millennials operate, that is, a world controlled by those older than them - the group has not been politicised by stagnant incomes and declining social mobility, instead it has taken a 'live for now' stance.

Article

This article looks at how rapid change in Indonesia is having major implications for brands, and establishes three key 'weapons' that can accelerate growth.

Article

This article considers the problem of establishing a brand's purpose - a statement that makes equal sense to customers, shareholders, present and future staff that answers a key question: 'why do we exist?'.

Article

This article argues that brands have to mean something, or face apathy from consumers - new research shows that brands matter in different ways from before, but they have to do something first.

Article

This essay argues that agencies are fundamentally optimistic, while boardrooms are rather more glass-half-empty; agencies look to optimise while boardrooms prefer to limit damage, so agencies should use this paradigm to prove their value as 'immunisers'.

Article

The article explores the power of community, influencers and advocacy marketing in Asia's emerging markets and how brands can capitalize on these trends.

Article

This article explores the opportunities for purpose-driven brands in Asia's developing markets, where environmental concerns and social progress are shaping consumer preferences more than ever before.