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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.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Case Study

Ansell, a global leader in protection solutions, built brand equity of its sexual wellness products in Brazil and the USA through a campaign going against preconceived notions of sexuality.

News

SHANGHAI: Online spending in China is on course to reach almost half (45.7%) of the country’s total per capita retail spend in 2017, but there are signs that online retail sales are reaching a peak, according to a new report.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Article

Describes a research methodology that reveals how consumers engage with different media platforms depending on how they engage with the category.

Article

Voice-controlled devices, or bots, are going to fundamentally change the way consumers search for goods on the internet and marketers can make bots work for them.

Case Study

Telecoms company Maxis used a digital and on-ground storytelling campaign to target small to medium-sized businesses in Malaysia.

Case Study

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Case Study

Shell, the oil and gas company, increased sales of its Shell Advance Scooter Oil in Asia by targeting consumers and mechanics separately.

Case Study

Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Case Study

Vodafone Business Services (VBS), the division providing telecommunication services to enterprise in India, built a connection with SMEs and increased leads by showing it understood the needs of SME owners in a series of videos.

Case Study

Sri Lankan liquefied petroleum gas supplier, Litro Gas, used a digital campaign to increase brand recognition among domestic consumers.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Case Study

US technology company HP advertised its Print Security solutions through a dramatic series of videos starring Christian Slater as a hacker benefiting from unsecure printers.

Case Study

Neste, an energy company, successfully spread the message that renewable energy alternatives are already available today, not in the distant future with its ‘Pre-order the Future’ campaign in the UK and Finland.

News

PARIS/NEW YORK: Global digital payment volumes are expected to increase by an average 10.9% through to 2020, amounting to nearly 726bn transactions, according to a new study.

Case Study

Radiocentre, a brand responsible for promoting commercial radio to UK advertisers, got marketers to commit to spending more money on radio advertising by calling them out through songs on the platform.

Case Study

This case study shows how Wellcome, a scientific research charity, used a commercial approach to launching its new science education platform and successfully gathered interest from teachers in the UK.

Case Study

MicroLoan Foundation, a charity for female entrepreneurs, increased donations and its brand awareness among the British public by selling posters on the London Underground transport network.

Article

This article explains how financial services brands can protect themselves from fintech disruption by digitally evolving.

Opinion

The EU’s General Data Protection Regulation (GDPR) is set to be a seminal moment for UK marketers. To truly understand what it means, the first step is to forget a lot of what you have already heard about it.

Article

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

News

SYDNEY: Four in ten senior marketers in Australia and New Zealand feel they aren’t getting enough support at board level, according to a survey which argues they need to do a better job internally of selling their role in engaging consumers.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.