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News

ORLANDO, FL: Anheuser-Busch InBev, the brewer, is developing a content model that works at high speed and delivers enhanced relevance, while also proving a cost effective means of reaching consumers.

Article

Lucas Herscovici, Anheuser-Busch InBev’s Global Marketing VP/Consumer Connections, Insights and Innovation says that advertisers need to be able to stop interrupting and start attracting consumers by making content that is culturally relevant, and that people want to see.

Article

Customer insight is at the heart of innovation and transformation in many businesses, with research helping to create new ideas and reframe familiar problems.

Article

Open Banking, a concept quickly becoming reality in 2018, enables individuals to grant companies access to their financial data so that businesses can develop and provide new and improved products and services.

Article

Argues that the 90s were not a golden age but marketing is about to enter one, thanks to changes in data gathering and technology.

Article

Describes how brands need to look for growth opportunities in smaller connected communities in a post-trust world.

News

HONG KONG: Affluent Chinese women have a different take on luxury from women elsewhere in Asia Pacific and even within this segment, Hong Kong women can have very different views from their mainland counterparts, research suggests.

Article

Explains how the benchmarking process can be applied to marketing, describing seven marketing capabilities worth benchmarking, from product development to marketing implementation.

Article

Work carried out for multiple global brands suggests a number of factors contribute to a bad consumer experience online, with a few common themes that continue to frustrate customers.

Case Study

The Bergen International Festival, a Nordic classical and avant-garde music and theatre festival, combined agility with consistent identity to increase ticket sales.

Case Study

A brand redevelopment project helped reposition Glasgow Prestwick Airport in the UK as a modern transport hub with close links to Scottish heritage.

News

NEW YORK: Social media is making some sectors move faster and faster, and toymakers are the latest to feel the heat of fast-moving trends.

Article

Explores the impact of the increasing popularity of in-house agencies and how traditional agencies need to evolve to meet modern time and data demands.

Opinion

Christopher Yu is Vice President, Integrated Marketing Strategy, Innovation, and Technology, U.S. Bank and is this year’s jury chair for Effective Innovation at the WARC Awards.

Article

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

News

LONDON/ROTTERDAM: FMCG giant Unilever says it is innovating faster than ever before and that its pipeline is getting stronger, thanks to restructuring aimed at engendering greater agility.

News

NEW YORK: H&R Block, the tax preparation company, is seeking to tap into the power of artificial intelligence (AI) while still making sure that its marketing messages have “soul”.

Article

H&R Block, the tax-preparation service, is effectively making use of artificial intelligence (AI) and machine learning to enhance its marketing.

Article

Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity are essential.

Case Study

Toiletries brand Dove launched the localised campaign #ChangeTheRhyme to make the brand's iconic Real Beauty concept more relevant to women in India.

Article

Nestlé and P&G have been investing in innovation for some time, learning and adapting their strategy for working with startups – here the companies share their lessons.

Article

PepsiCo, the consumer packaged goods manufacturer, is tapping consumers’ enthusiasm for digital in Brazil to deliver more compelling messages.

News

NEW YORK: Digital media owners measure audiences, and optimise spend, in their own ways, meaning that media planning requires a certain amount of repetition, but IPG Mediabrands believes it has come up with a solution that allows it to define ...

Article

Blue-chip companies were not ready for digital and the start-ups that grew from it; they now need to adapt to the new rules.

Article

The Hershey Co., the candy company, engaged millennials in Brazil with a campaign that enabled them to take real-life bites out of the internet.