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Article

Johnson & Johnson, the global FMCG company, has reinvented its marketing to focus on customer-centricity, brand experiences and content.

Case Study

The communications team at Shanghai Disney Resort (SHDR), a themed resort in China, lived up to the promises of Disney and delivered them to China in an authentic way.

Case Study

Listerine, a mouthwash brand, increased its market share and changed perceptions of its brand across APAC by launching an experiential event that showed how Listerine can help you live bolder.

Case Study

Canon Australia, a manufacturer of imaging and optical products, showcased its support of the professional photographer community and drove product knowledge and sales through its campaign with Eugene Tan.

Case Study

Chando, a Chinese skincare brand, chose to inspire Chinese women with the real meaning behind Mother's Day.

Case Study

Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Case Study

The Palau Legacy Project, a project to make tourism more sustainable in Palau, launched the Palau Pledge, which had to be signed as visitors entered the country, making them promise to behave environmentally responsibly.

Case Study

Vodafone, a telecommunications brand, partnered with the National Chemical Laboratory (NCL) in Pune, India, to develop a sustainable solution to the residue and water left behind after the celebration of Ganesha.

Case Study

Korean dairy brand Seoul Dairy used local TV, cinema and social media to grow sales of its Grill Grill Cheese product in South Korea.

Case Study

Beverage company Tata Tea ran a social activism campaign focused on gender sensitivity and sports education to increase exposure and engagement.

Case Study

Fast-food restaurant chain McDonald's used a game on WeChat, TV and online video to show support for schoolchildren taking the Gaokao exam and build brand love in China.

Article

Content marketing is essential to driving sales in the luxury travel category, with customer personas split into four distinct demographics.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

Shows how marketers can create impactful engagement across touchpoints, using examples from brands such as Nike, Lego, Red Bull and De Beers.

Article

With campaigns with short-term aims on the rise and an ever growing amount of platforms to run them on, this article offers marketers guidance on the best way to create effective multi-platform work.

Article

China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy.

Case Study

Aldi, a supermarket brand, encouraged new consumers in Australia to shop at Aldi by launching a campaign that put its sceptics through challenges to prove that Aldi delivers both quality and affordability.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Article

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

Case Study

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

Article

Cheetos, a cheese-flavored snack owned by Frito-Lay, has driven consumer attention and engagement by turning to its online fans for inspiration.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.