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News

The explosion of e-commerce around the world is changing how consumers shop, with subsequent implications for the way marketing teams work, as e-commerce needs to become an integral part of marketing and sales strategies.

Article

Provides key details and analysis of Adidas AG in the clothing and accessories market.

Article

Global strategies, campaign updates and trends in social media.

Article

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.

News

UK consumers who stick with their existing brand in five markets are overpaying by £4bn a year as companies charge them higher prices than new customers, according to an investigation by the Competition and Markets Authority (CMA).

Article

The contribution of regression analysis (econometrics) to advertising and media decision-making is questioned and found wanting.

Article

Surveys and summarises guidance and reading on the topic of NPS, a measure of customer satisfaction and a useful metric for evaluating brand health.

News

Social is now an essential part of the customer experience toolbox, as millennials are more likely to be loyal to a brand that responds to feedback via this channel, new research claims.

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.

Article

This article provides marketers with information and guidance about using behavioural economics (BE) to inform marketing strategies.

Case Study

Hotel group Marriott created a partnership with football club Bayern Munich, in order to rebrand its Courtyard offering and boost loyalty and sales in Germany.

Research Paper

Officeworks, a chain of office supply stores, used innovative monthly campaign tracking – often cast as an ogre, crushing creativity – to underpin a process of continuous refinement and improvement in ad-effectiveness in Australia.

Case Study

Listerine, a brand of antiseptic mouthwash product, segmented its audience to deliver targeted ads on Facebook, achieving an ROI of 3.2%.

Case Study

BP, an oil and gas company, partnered with navigation app Waze to reach Mexico’s smartphone-using drivers.

Case Study

Indio, a beer brand, expanded its partnership with the Vive Latino music festival in Mexico by doing creative activations that could enhance the experience of their audience before and after the festival.

Research Paper

Three, a mobile phone network, used social data to analyse the unprompted conversation around the brand in order to reveal attitudes that surveys couldn't.

Article

Explains how businesses across all industries will continue to expand their offerings in 2019 to meet unprecedented growth in the wellness economy and provides tips on how brands can succeed.

Case Study

Shampoo brand Clear Men Anti-Dandruff ran a mobile campaign in Indonesia to generate brand awareness and increase engagement among its target audience of 18- to 34-year-old sport-minded males.

Article

Singapore’s banks aren’t getting customer experience right – but improvements can be made.

Research Paper

Omnicom, a boutique research firm in Australia, combined qualitative and quantitative research methods in the hair and beauty industry to streamline the research process.

Article

Provides personalisation success stories in India from brands such as Uber, Suzuki and Flipkart and explains what makes them work.

Article

Legacy brands face a major challenge in adapting to the rise of direct-to-consumer (DTC) companies across a wide range of industries.

Case Study

Indian broadband supplier Telkomsel improved customer satisfaction and fuelled brand equity growth in Indonesia with an advertising campaign focused on videos of real Indonesians from different walks of life.

Case Study

ExxonMobil, the oil and gas multinational, increased sales of its lubricant products in Indonesia by changing the way it approached independent workshops.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.