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News

NEW YORK: As the Millennial demographic enters its peak spending years it becomes more important than ever for brands and retailers to understand its shopping behaviors, which differ in many ways from those of previous generations, two new surveys ...

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.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Case Study

This case study describes how potato chip brand, Chipsy, used its packaging as a sports-betting medium to boost sales in Egypt and leverage its sponsorship of the UEFA Champions League.

Case Study

This case study shows how McDonald's, the fast food brand, successfully shifted its McDelivery service to an app-based platform, by highlighting a small design feature of its product that continuously updated consumers in the GCC region.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study shows how STC, a telecommunications brand, successfully eased pressure from its customer services outlets in the KSA by launching a campaign that migrated its users towards a nocturnal support service app.

Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

Article

This event report addresses how Alaska Airlines, the air carrier, uses sponsorship to enhance its brand goals.

Article

This article outlines various theories of brand growth, including the currently popular theory developed by the late Professor Andrew Ehrenberg; his and other theories are presented.

News

MELBOURNE: Medibank, Australia's beleaguered health insurer, is betting on a digital transformation to change direction and rebuild brand loyalty.

Article

This report analyses the key themes and summarises the winning case studies from the WARC Innovation Awards, and presents the views and opinions of the 25 judges.

Article

This article looks at the importance of data for CMOs in a digital age and provides some best practice advice in order to maximise effectiveness.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

This paper examines the effectiveness of television advertising and changes in audience response since the 1980s within the United States.

News

LONDON: Half of consumers tend to remain loyal to brands they like, but the vast majority still spend time researching products to make sure they get the best deal, according to DMA research.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study shows how GariGari-Kun, a popsicle brand, released an apologetic ad in order to scale back the possible negative sentiment Japanese fans could have towards a ten cent increase in price.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study shows how Bou Khalil, a supermarket chain, successfully increased brand awareness by creating a platform that allowed Lebanese people to help child beggars.

Case Study

This case study shows how L'Oréal Paris, a cosmetics brand, reengaged with its Brazilian audience by reasserting its support for women, including transgendered women.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.