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News

NEW YORK: Ahead of next month’s IAB Podcast Upfront, the Interactive Advertising Bureau has issued a first-time buyer’s guide to podcast advertising.

News

LONDON: Marketers need to leave themselves the flexibility to respond to events on which they can successfully piggyback their brand, as the recent experience of furniture retailer IKEA has demonstrated.

News

NEW DELHI: Amid news that the American QSR has announced the termination of the franchise agreement with Connaught Plaza Restaurants in India’s North and East, McDonald’s is struggling to remain relevant in the globe’s second ...

Article

This article outlines how Coca-Cola has approached growth in China with a focus on consistency, brand differentiation and core brand values.

News

AFRICA: Many multinational businesses have found that sales and profits in sub-Saharan African markets are below expectations but that is because their expectations were unrealistic in the first place, a regional analyst has argued.

Article

This event report addresses how Tyson Foods is using new technologies to spur innovation, control costs and speed the activation of insights.

News

LONDON: Radio may be an audio medium but Global is successfully using video to increase both reach and revenue opportunities.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

News

HONG KONG: Mozilla, the internet non-profit known for its Firefox web browser, can’t compete directly with the likes of Google and instead emphasises its difference and its conscience, its CMO has said.

Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

NEW DELHI: The number of regional advertisers in India is growing steadily and media agency figures expected them to contribute significantly to advertising expenditure during the forthcoming festive season.

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

Article

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Article

This article provides seven lessons from WARC’s 2017 Cannes Analysis including discussion of creative effectiveness, emotion and brand purpose.

News

LONDON: For a brand to grow, it must understand its target market, become the first brand that people see as they move towards a purchase, and stimulate demand – though not necessarily through advertising – an industry figure has ...

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

News

NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.

News

BRUSSELS: The European Viewability Steering Group (EVSG), a European cross-industry body, has announced the launch of a comprehensive European Viewability Certification Framework to help deliver more accurate and consistent digital advertising ...

Article

This article addresses how news brands covered the early days of President Donald Trump’s administration, and outlines some recommendations for improving their output going forwards.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

News

CINCINNATI, OH: Procter & Gamble, the world’s largest advertiser, reduced its annual expenditure by $125m, representing a year on year decline of 1.7%, the lowest level in 11 years, due to cuts in digital spend.

Article

This event report addresses how RESTASIS, a brand owned by pharmaceutical manufacturer Allergan, launched its first brand page on Facebook.

News

CHICAGO: Aditya Birla Group, the conglomerate, successfully tapped into marketing insights in launching and promoting Liva, a fabric brand that helped transform one of its core business units.

Case Study

This case study looks at InterContinental Hotels Group's (IHG) Channel Shift strategy, as it partnered with the intent marketing platform, iotec, to increase direct bookings.

Case Study

This case study shows how Dunkin' Donuts, a US coffee and donut fast-food chain, became more popular with millennials by partnering with Spotify and a mass of social platforms to celebrate music.