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News

ACCRA: Rapid and effective qualitative market research using mobile phones is helping drinks giant Diageo revamp its advertising and better understand the positioning of its brands in African markets.

Case Study

Antarctica, the beer brand, increased brand preference scores in Brazil with a two-season webseries addressing current and engaging topics through relatable characters.

Case Study

Rock Bottom Restaurant & Brewery increased the number of clients in their home base of Denver Colorado utilizing Waze.

Case Study

Lager Coors Light increased its market share in Ireland through an engaging OOH campaign.

Article

Failure can play a positive role and bring significant personal and professional development – qualitative researchers need to balance their fear of failure with a willingness to take risks in order to maintain an innovative edge.

Research Paper

An innovative mobile qualitative approach is helping British alcoholic drinks brand Diageo's African research and innovation teams make better business decisions routed in local culture across five African markets.

Research Paper

An experiment for Heineken, the beer brand, found that interacting with consumers using WhatsApp or chatbots provides better discussion than traditional forums and valuable insights for qualitative research.

News

MIAMI, FL: MediaCom Mexico claimed the prize for “Campaign of the Year” at the 2017 Festival of Media LatAm Awards, thanks to its “Hotel of Legends” program for Cerveza Victoria, the beer brand.

Case Study

Beer brand Tiger used TV print and OOH to build awareness of its Street Football Festival and boost sales in Cambodia.

Case Study

Sponsor, a sports drink brand in Thailand, increased its sales by building a connection with sports lovers by helping them support the Thai national football team.

News

MUMBAI: e-Sports is joining the plethora of national sporting leagues that have sprung up in India seeking to emulate the success of the India Premier League.

Article

Contiki, a global tour operator, pivoted its marketing toward user-generated and educational content to capture millennial travellers.

News

LONDON: The number of breweries now operating in the UK has edged past 2,000, thanks to 300 new openings in the last year, suggesting a reversal of the consolidation that has characterised the UK beer market for decades.

Case Study

Hornbach, a German DIY retailer, launched its brand in the world of e-commerce by creating DIY tutorials to reach younger audiences across Austria, the Czech Republic, Germany, the Netherlands and Switzerland.

Article

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Case Study

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.

Article

This article describes some of the applications and use cases for AR at all stages of the shopper journey, backed by omnichannel purchase journey insights, creating a new concept dubbed Augmented Retail.

Article

This article describes how brands can benefit from offering purposeful, meaningful and entertaining experiences to customers.

Article

This short article examines In Your Creative Element: The Formula for Creative Success in Business by Claire Bridges.

Opinion

Mike Teasdale discovered some of the secrets to building a successful brand when working on the launch of the New Covent Garden Soup Co.

Article

This report looks at competitive strategies across various alcoholic drinks and discusses how brewers need different ways to grow while wine companies need to grow organically.

Article

This article examines the effects of technological developments on modern life and warns that people will soon realise their costs.

Article

This article examines the over-65 market, and how this segment presents an opportunity for growth to marketers.

Case Study

Coors Light, a beer brand, reached millennials in the US by collaborating with Snapchat to produce ads on the first ever snap from the Summit of Mount Everest.

Case Study

The Coronado Brewing Company, an American brewpub, partnered with Thin Film, an electronics company, to engage millennials through a physical-to-digital campaign using interactive coasters.