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Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Opinion

In the final instalment of ANA Masters of Marketing insights from MediaLink, SVP Diana Naguib explores how the influence of AI will affect the industry in the year ahead, and observes how direct brand ownership of data will become more important than ever before.

Case Study

Nippon Pylox, a Malaysian spray paint brand, increased sales despite a limited marketing budget by understanding its target audience.

Case Study

Beer brand Michelob used an influencer strategy to grow awareness and sales in Mexico.

Opinion

At the 2018 ANA Masters of Marketing, customer-centricity emerged as a necessary part of a successful strategy.

Article

Denny’s, the quick-service restaurant chain, has successfully reinvigorated its brand in the face of various headwinds.

Article

Lincoln, the auto marque, successfully leveraged 360-degree video and virtual reality (VR) in launching its 2018 Navigator sports utility vehicle.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

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

Article

Details what brands need to consider when getting started with personalisation and lists the ways to personalise that promise the most impact.

Article

The Super Bowl hardly needs a marketing push, but the annual Army v Navy game requires broadcaster CBS to find a narrative that will attract different audiences.

Case Study

Shell Select – the petrol station convenience store – ran a multichannel campaign to increase footfall and boost sales in Malaysia.

Case Study

The National Union of Journalists of the Philippines, a Filipino journalist trade union, combatted the spread of fake news by releasing a browser plug-in app that alerts the user to flagged articles.

Case Study

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Case Study

The Association of Philippine Broadcasters, an industry body, created a video to encourage tolerance towards Muslims.

Case Study

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

Case Study

Mouthwash brand Listerine used an innovative media mix to reverse its sales decline and grow the category in Malaysia.

Case Study

Maxis, Malaysia's leading premium telco brand, used an emotive story-based strategy to highlight the importance of a great network connection and stand out from the competition.

Case Study

Indian news outlet Republic TV launched a news show centred on celebrity newscaster Arnab Goswami with the aim of becoming the leading English news channel within four weeks of launch.

Case Study

Bajaj Allianz, a life insurance company, launched a new product in India to serve the more optimistic mindset of millennial Indians.

Case Study

Condom manufacturer Durex grew sales and awareness in India by launching a new product, Durex Air, to address problems with the condom category in general.

Case Study

BookMyShow, an online ticketing platform in India, grew ticket sales, app adoption and engagement with an online campaign.

Case Study

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

Case Study

Automobile manufacturer Tata Motors used an online campaign to launch its new Yodha pick-up truck and regain market share in Nepal.

Case Study

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.