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News

SYDNEY: Marketers need to embrace culture if they want to turn low-engagement products, such as insurance or hedge funds, into the next Fearless Girl phenomenon, an industry figure has argued.

News

NEW YORK: With CNN launching a daily news program on Snapchat and YouTube adding a ‘breaking news’ feature, current events are emerging as a battleground for social platforms at a time when Facebook’s dominance, in the US at ...

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: Weetabix, the breakfast cereal, believes that its management structure and workplace culture is central to its ability to successfully respond to the UK’s changing breakfast habits.

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

CHICAGO: Marketers need to look well beyond demographics if they want to engage with millennials and members of Gen Z, according to insights from BuzzFeed, the online media company.

News

MUMBAI: A focus on local, quality content has helped Nickelodeon, the Viacaom18-owned channel, become India’s leading children’s channel.

Opinion

Brands are relying too heavily on average media metrics to understand their audiences’ social media habits, resulting in an incorrect belief that all social media users have tiny attention spans and just want ‘micro moments’, argue Yanling Leow and Alisdair Gray of iris Singapore.

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 ...

News

CHICAGO: Tyson Foods, the food company, is generating invaluable insights about innovation by using a Tinder-like app that asks consumers to swipe left and right on potential products, rather than prospective romantic partners.

News

AUCKLAND: New Zealanders are more economically optimistic than their Australian neighbours, with this positivity translating into purchase decisions, according to new research.

Article

This event report offers insights into reaching Gen Y and Gen Z consumers, and is based on research from BuzzFeed, the online media platform.

Article

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

News

LONDON: Marketers habitually target advertising at people who are in the market for a product or service but understanding the “pre-triggers” that got them to that point may be a more effective way to create communications.

News

SYDNEY: Aussie millennials are less likely to drink alcohol than older demographics but they’re more open to new choices and when they’re out in bars and pubs they’re likely to spend more, new research shows.

News

SAN DIEGO: Diageo, the alcoholic drinks manufacturer, has already made effective use of virtual reality (VR) as a tool for conducting impactful consumer research.

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.

Article

This article demonstrates how marketers can create high impact marketing on low engagement products, such as financial products.

News

CAPE TOWN: Castle Lite, the beer brand, has yielded major benefits from its efforts to connect with drinkers who have a passion for hip hop.

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.

Opinion

Brands such as Coca-Cola and Exterion are taking advantage of better, faster, and cheaper advertising research tools.

News

NEW YORK: Grindr, the gay dating app, has launched a digital magazine that aims to circumvent potential advertisers’ fears about brand safety.

News

NEW DELHI: The relationship between brands and celebrities in India appears to be entering a new, more cautious phase although observers are divided as to the reasons why.