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News

GLOBAL: Innovation is as important as ever for global consumers, but unnerving revelations about data security and other issues over the past year have prompted consumers to demand that brands use technology ethically and responsibly, a new survey ...

Article

Georgia-Pacific, the paper products company, is tapping a philosophy of “restless discontent” as it adapts in a changing business-to-business (B2B) environment.

Article

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

News

GLOBAL: Fast-growing companies are investing more in event marketing, either sponsoring or hosting events themselves, according to a new study that highlights the value of this channel in a digital age and the need to develop better ROI ...

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

Case Study

SAP Customer Experience (SAP CX), a software corporation, was able to shift perceptions of it from an IT vendor to a thought leader in customer experience and e-commerce in Singapore and the wider APAC region.

Case Study

Microsoft, a technology company, used a story-driven campaign to improve perceptions in Asia Pacific about its artificial intelligence (AI) capabilities.

Article

Stanley Black & Decker, a company active in sectors from tools and household hardware to security and healthcare, has tapped the power of purpose to boost its marketing activities.

News

BERLIN: Zalando, the online fashion retailer, is betting on a festival celebrating streetwear to cultivate and grow a loyal community.

News

NEW YORK: Dun & Bradstreet, the business information provider, is developing its offer around data, including segmentation and targeting, in order to accelerate conversion for B2B marketers, according to one of its top executives.

Article

CGU Insurance, an Australian insurance brand, targeted small businesses and migrants when it pivoted from a B2B model to a direct-to-consumer business model.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Article

Kingspan Group, the building materials firm, made effective use of analytics as part of the launch program for its Kooltherm insulation product.

Article

Sentry Insurance, the financial-services company, has reinvigorated its brand through a holistic program undertaken with consultancy FutureBrand and agency Gyro.

Article

Equipment Depot, the material-handling company, has transformed a once dated brand into a true industry leader and innovator.

Article

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Article

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

Case Study

Omobono, a leading B2B marketing agency based in Dubai, newsjacked a key industry event to launch its digital report and achieve maximum amplification for minimum budget.

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.

Article

This Company Profile from Euromonitor provides key details and analysis of Samsung Corp in the consumer appliances market.

News

CHICAGO: Cisco, the technology company, is transforming its digital strategy to reflect the dramatic shifts that are reshaping business-to-business (B2B) marketing.

News

LONDON: Diversey, the business cleaning products firm that has changed hands several times in recent years, has developed a new brand identity and culture through semiotic research.

News

CHICAGO: Conduent, a business-services brand that was born last year following a decision by Xerox to split in two, has made strong progress in driving core metrics like awareness, and plans to further these efforts with marketing.

News

SINGAPORE: Using data effectively is crucial to B2B marketing, offering precision targeting, better customer experience and personalisation at scale, according to experts in the area.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.