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Article

IBM has built a management system around marketing efficiency in response to the requirements of the CMO to know the company’s ROI on marketing spend, how best to spend in future and to make marketing decisions data-driven.

Article

McDonald’s, the global quick service restaurant chain, maximised media cost efficiency and managed consumer expectations of delivery time through tailored messages, mapping real-time restaurant data against paid search spends, via a live API.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Article

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.

News

NEW YORK: The Association of National Advertisers (ANA) and Cannes Lions International Festival of Creativity have launched a CMO Growth Council to represent the voice and priorities of a slate of leading marketers.

Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Opinion

If strategy, and advertising more broadly, is going to have a voice at the top table, it needs to speak in a language that the money men understand: demand.

News

CINCINNATI: Procter & Gamble, the FMCG business, claims to have achieved many of its 2020 environmental sustainability goals, and has announced new, broad-reaching goals for 2030.

News

GLOBAL: Many brands continue to see digital as primarily a response-led medium, but digital channels, when used well, can play a fundamental and complementary role in brand building, an industry figure maintains.

Case Study

Johnson's Baby, the baby-care brand, used social media and events to differentiate its brand in a crowded Indonesian market.

Case Study

An ambitious social mission helped healing skincare brand Vaseline make Vaseline Jelly a powerful force for global good and catapult the brand back to relevance in the US.

Case Study

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Case Study

Tecate, the Mexican beer brand, used a campaign against domestic violence to increase sales in Mexico.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment, at the same time earning positive word of mouth and B2B goodwill.

News

SINGAPORE: The English Premier League may be the most popular overseas football league in Asia, but Bundesliga, its German counterpart, intends to compete by growing its brand through the use of data and digital engagement.

Case Study

The University of Engineering and Tehcnology (UTEC), a private university in Peru, used an invention and PR to increase interest in its courses.

Case Study

Brewer Guinness used a campaign based on human stories to strengthen perception of the brand in Great Britain and Ireland.

Article

Explains how digital channels, when used well, can play a fundamental and complementary role in brand building.

Case Study

Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.

Case Study

Digital wallet Paytm used a multimedia approach to bring its services to the poorest in India, in the wake of a ban on two high-denomination currency notes.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Article

Rapid consumer adoption of voice-activated devices is changing again the way people shop for groceries, as it is simple to add items to their shopping basket as they think of them.

Article

Sailor Jerry, the spiced rum brand, uses partnerships with musicians in the UK to chime with its maximalist image and creative audience.

News

ABIDJAN: West Africa’s mobile industry is forecast to contribute more than US$50bn to the region’s economy annually by 2025, on the back of consistent value to the tune of $37bn last year, or 6.7% of GDP.