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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.

Opinion

Brands would do well to take a leaf out of the Apple playbook and aim for a much simpler strategy, says Tim Williams, and offers a step-by-step guide on how to do just that.

Case Study

BenQ, a technology company, increased sales of its in-home projectors in Taiwan by promoting them as a way to bring couples together in a series of social media videos.

Case Study

Reebok, the sports apparel brand, increased sales to Indian women by focussing on the benefits of exercise for mental strength in a TV ad and social media campaign.

Case Study

Project Nanhi Kali, a small NGO established to provide primary education to underprivileged girls, increased donations in India by working with Nestlé.

Case Study

HT Media used a multichannel strategy to launch a new FM station, Radio Nasha, in Delhi.

Case Study

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how Barbie, the toy brand, reversed declining sales in the US using a social media campaign focused on the doll's aspirations rather than her looks.

Article

This article looks at the factors that drive growth in a world of fragmented audiences, and the reasons why targeting is struggling to deal with these factors.

Research Paper

This article examines how marketers can best study brand decision journeys, emphasising how critical it is to take into account product categories, as there are important differences between these that affect many aspects of the consumer journey.

Case Study

This case study shows how Samsung, an electronic devices brand, increased its sales and surpassed the industry's market leader by localizing its campaign and engaging with its Vietnamese audience.

Case Study

This case study describes how GlaxoSmithKline, the pharmaceutical companies, used an emotional stunt that was brought to life on social media to save actual lives in the Philippines.

Case Study

This case study shows how Yatra, an online travel agency service (OTA), increased sales by shifting its campaign focus away from discounts and towards engaging new audiences in India.

Article

This article highlights the use of the 'Mindsets' framework for understanding consumers' needs according to different states and provides an example of use in the breakfast category.

Article

This article explores new research about how the US population can be convinced to engage in preventative behaviours when it comes to healthcare.

Case Study

This case study shows how the Cronulla Sharks Football Club used original video content to turn negative sentiment into pro-active support from fans and the media.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased its brand equity by developing a community action platform for youth in the Middle East.

Case Study

The case study details how GlaxoSmithKline, one of the largest pharmaceutical companies in the world, raised awareness of a serious health issue in the Philippines through a single video and helped grow the business at the same time.

Article

In this article, Jim Lewcock, founder and CEO of The Specialist Works discusses the books that have influenced him the most.

Article

This event report outlines how Heady Topper, which is brewed by The Alchemist, has become one of the most iconic craft beers in the US and beyond.

Research Paper

This article describes how Nescafe used information drawn from a range of sources to make their decision to link coffee with the concept of "Stimulation" while trying to crack the Indian market.