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Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

News

CHICAGO: Starbucks, the coffee house chain, is seeking to utilise sponsorship and partnerships to enhance brand love in its home town of Seattle.

News

SINGAPORE: Western brands needs to make sure they get the basics right to find success in China –including the bureaucratic elements – and to avoid common pitfalls, according to a China marketing expert.

Article

Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.

Article

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

News

LONDON: Two particular consumer trends are giving brands new ways to think about how they can use data and tech to be relevant and helpful according to researcher Mintel.

Opinion

Dynamic creativity, viewability, and the use of ad tech for brand building are topics at the forefront of the current conversation.

Article

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

News

NEW YORK: Virtual voice assistants (VVAs) like Amazon Alexa and Google Home offer a range of opportunities for marketers, but new research has revealed that they also could pose a threat to brand loyalty.

News

SEATTLE: Amazon, and many external surveys, suggest that voice shopping is big business. It has become a key part of both its and Google’s smart-speaker offers, but a report from The Information contradicts this, claiming that just 2% of ...

News

SHENZHEN: OnePlus, the upstart Chinese smartphone manufacturer, has charmed techies and consumers alike with its high-tech, reasonably priced phones.

Opinion

As the ownership of strategy becomes ever more fluid, Frank Reitgassl, former head of strategy at BBH and director of brand strategy & creative at Mondelez, argues in this essay for WARC’s Future of Strategy 2018 report that the most important attribute of a planner is generosity.

Opinion

Marketing’s problem is that it controls relatively few business growth levers, says Dan Burdett, Chief Marketing Innovation Officer EMEA, eBay, in an essay for WARC’s Future of Strategy report 2018 .

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

News

JERSEY CITY: Six-second television spots are viable – and powerful – tools of audience engagement, according to new analysis from the Advertising Research Foundation (ARF), the industry body.

Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Article

Teva Pharmaceuticals was able to look beyond the pill when it acquired Gecko Health Innovations, a company that is innovating in healthcare in various ways.

Article

Cereal Partners Worldwide, a joint venture between Nestlé and General Mills, is seeking to change perceptions of cereals among younger consumers.

Article

L'Oréal, the beauty company, believes e-commerce is essential for its future growth, and is thus attempting to prepare for the next wave of innovation in this space.

Article

Samsung, the electronics giant, is pursuing ideas that can encourage “digital wellness” among consumers.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Article

L'Oréal, the beauty company, is building an e-commerce playbook that is helping it succeed in this increasingly valuable arena.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.