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Article

Global automotive giant Nissan is moving toward a more collaborative partnership with its agency partners, as the pace of modern marketing forced a more integrated approach.

News

CANNES: The clash of clients’ demands with planners’ ambitions was a constant theme at the Cannes Lions Festival.

News

NEW YORK: Striking the right balance of creative originality and strategy requires agencies to consider a variety of structural factors, according to a study published in the Journal of Advertising Research (JAR).

Article

The contribution that planning can, and should, make to businesses and organisations today has never been greater, but the chances are that businesses will now turn to management consultants such as KPMG, PwC or McKinsey, instead of getting the planner, or even an agency, in.

Article

Today, the dominant machinery for building brands is technology, so how can planners adapt in the same way that they redirected their skills from broadcast to digital?

Article

Agencies are there to solve problems, but the relationship must shift back toward taking on issues upstream; here planners look at the possibilities.

Case Study

AP Thailand, a property development company, increased market share by renovating unused public spaces in Thailand and turning them into useful urban playgrounds.

Case Study

Kraft Heinz, a food processing company, increased sales and successfully launched its new recipe Blue Box Mac and Cheese in the US by creating the biggest blind taste test in history.

Case Study

Campofrío, a multinational food company, increased sales and brand awareness by launching a stress-free food restaurant in Spain.

Opinion

Traditional ad planners and strategists are facing a unique set of pressures as the worlds of creativity and technology merge ever more closely together, finds Leo Rayman, CEO, Grey London.

Case Study

Klarna, an online payment company, increased consumer awareness and emotional attributes in Sweden by launching a campaign featuring strange 3D film creations.

News

NEW DELHI: A sportsman’s life on the pitch is relatively short so it’s understandable that Virat Kohli would accept any number of lucrative advertising contracts, but brands might wonder if their interests are best served by being ...

Case Study

Manufacturer of protection products Ansell used thumb-first thinking to drive sales and build a brand tonality between its two condom brands in Brazil and the US.

News

NEW YORK: Ogilvy, the WPP-owned agency network, has announced a major restructuring as it scraps global sub-brands to reorganize around six “capabilities” with a simplified offering for clients.

Article

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

Opinion

In 2017, WARC launched the Brand Purpose category in the WARC Awards. The 2018 winners have just been announced.

News

ASIA: Global brands must work hard in 2018 to stay relevant in increasingly nationalistic and fragmented markets that have strong local competitors, according to a senior agency executive.

Article

The word ‘brand’ is most often defined as a symbol, name or sign that identifies and distinguishes one product or service from competitive products and services, but these are only the visible tips of the iceberg.

Article

Provides key details and analysis of Lion Corp, a Tokyo-based home care brand.

Article

Global brands must work hard in 2018 to stay relevant with increasingly nationalistic and fragmented landscapes with strong local competitors.

Article

Beam Suntory, the alcoholic drinks company, has retooled its approach to brand building in various ways.

Article

Provides an overview of the complex topic of brand positioning, a marketing strategy that aims to make a brand occupy a distinct position, relative to competitor brands, in the mind of the consumer.

News

NEW YORK: American Express, the financial services company, will draw on brand purpose as it adapts to rapid changes taking place in its category.

Case Study

Gillette, a razor brand, retained its market share and increased consumer loyalty by creating an influencer and social campaign in Kenya.

Article

This Company Profile from Euromonitor provides key details and analysis of INDITEX - Industria de Diseño Textil, the owner of brands such as Zara and Uterqüe.