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Case Study

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

PACE, the PET Packaging Association for a Clean Environment, encouraged people in India to support its PET bottle movement and the notion of recycling by personalising the issue through a video and digital campaign.

News

BEIJING: Comfort is winning over sex appeal in China’s bra market as women are increasingly choosing wireless, more comfortable bras as part of a shift that could affect the global market.

Case Study

Adidas, a clothing and accessories manufacturer, promoted the launch of FC Bayern Munich's new football kit in Singapore by creating a live event with the team itself.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Case Study

Retail brand UNIQLO used dynamic coupons to drive foot traffic to its stores in China on Singles' Day.

Case Study

Telecoms company Vodafone India grew subscribers and revenue with a top-up product that protected women's phone numbers and privacy.

News

OREGON: Nike, the global sportswear giant, has put a controversial figure at the very front of the 30 th anniversary of its ‘Just Do It’ slogan as it unveiled a new campaign featuring Colin Kaepernick.

Article

Foot Locker, the sneaker and apparel retailer, has developed a three-pronged strategy to engage millennials and members of Gen Z.

News

NEW YORK: Levi’s, the apparel brand, has developed a brick-and-mortar retail experience that is based on deep consumer insights and reflects the evolving preferences of shoppers.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

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

This Company Profile from Euromonitor provides key details and analysis of Hasbro Inc.

Article

Away, the direct-to-consumer luggage brand, has developed various ways of engaging its target audience beyond pure e-commerce.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Article

To guarantee a successful launch, mapping behaviours and need states against the roles that brands play in consumers’ lives can lead to more effective brand experiences that build affinity with the audience.

Case Study

MJ Bale, a men’s fashion brand, promoted its new cool wool suits in Australia by getting a weatherman to wear them in four extremely hot locations.

Article

Outlines the findings of research conducted to build a picture of today's high-net-worth individuals (HNWI) in the fashion, jewelry, horology, duty free conglomerates, financial advisers, luxury publishers, travel, and luxury auto brands industries.

News

TOKYO: Fast Retailing, the Japanese owner of casual clothing brand Uniqlo, has plans to more than double the number of Uniqlo stores in Southeast Asia and Oceania by 2022.

News

NEW YORK: ThirdLove, the e-commerce company, is tapping the power of digital data as it strives to fundamentally transform the bra category.

News

DRESDEN: Birkenstocks, epitomised by the classic two-strap Arizona sandal, are a case study in function over form, durability over relevance, and singular vision over collaboration, according to a new interview with the company’s CEO.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Gunn Report

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

News

GLOBAL: Manufacturers of athletic clothing and footwear, like Adidas and Puma, are being forced to adapt to the pressures, mores and volatility of high fashion, as ‘dad-sneakers’ become the flavour of the month.