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Article

Guinness, the Diageo stout brand, has embraced innovation at every level of its business, with lessons from its products and ad development.

Article

Domestos, the Unilever-owned household cleaning brand, developed a new design strategy for its toilet blocks, a typically low-engagement category.

News

MIAMI: Rubin Postaer and Associates (RPA) won the 4A’s Partnership of the Year award for Imaginary Friend Society, a campaign for the Paediatric Brain Tumor Foundation, which aimed to educate and empower families that had been impacted by ...

Article

Global strategies, campaign updates and trends in the carbonated soft drinks category.

News

PALM DESERT, CA: Away, the direct-to-consumer luggage company, is applying its innovative ethos to everything from digital retail to physical stores and a branded magazine as it seeks to engage consumers and build relationships.

Article

Away, the suitcase brand, sought to disrupt a category with low levels of consumer satisfaction and engagement by adopting a profoundly different approach.

Article

Marketers need to reflect the world as it really is, to better appreciate the value or print media and to collaborate on data challenges.

News

SINGAPORE: Content marketing should focus on specific audiences, localisation and getting consumers to participate and contribute, according to a former GE executive.

Opinion

Many marketers cling to brands, such as Apple and Nike, to prove that they have cultural impact, but it is often new business models, built from collaboration, that really change lives.

Article

This paper explains the concept of New Product Development (NPD) - the process of bringing a new product to market - and how to ensure its success.

Opinion

Fintech companies don’t have the luxury of a legacy and big name to ensure trust, making this one of these firms’ main focus.

Article

Content marketing should focus on specific audiences, localization and getting consumers to participate and contribute, according to GE's former head of global growth communications.

News

NEW YORK: One of the first online-only magazines, Salon, has unveiled a new feature on its site that will allow the publisher to find revenue even when a user has an ad blocker: by giving them the option to donate unused computing power “to ...

Article

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

Article

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Article

Anheuser-Busch InBev, the brewing giant, has crafted a marketing strategy that places meaningful experiences and cultural connection at the heart of its strategy.

News

SHANGHAI: Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity is essential, according to a senior agency figure.

Article

Valio, a Finnish dairy co-operative used semiotics, the study of signs, to understand its own position in consumers' minds, and overcame geopolitical challenges in the process.

Article

Demographics are dead in China – if brands really want to connect with Chinese youth, deep cultural awareness and brand authenticity are essential.

News

DETROIT, MI: Self-driving cars may grab the headlines, but reports from the Detroit Motor Show suggest the real shift taking place in the auto industry is the development of unexpected partnerships.

Article

Nestlé and P&G have been investing in innovation for some time, learning and adapting their strategy for working with startups – here the companies share their lessons.

Article

Toyota, the automaker, is attempting to transform the future of retail by making mobile commerce apply to actual stores, and not just devices.

Article

Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.

Research Paper

Unilever, a transnational consumer goods company, created The Fragrance Cloud, an inspiration system designed to create consumer-centric stories for business impact.

Case Study

Jaguar Land Rover, an automotive company, used the guise of the television show 'The Apprentice' to execute data streams across various markets and gain valuable insights.