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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.

Case Study

Fast-food brand McDonald's used a multichannel approach to reconnect with young adults in Hong Kong, by offering a nostalgia trip.

News

NEW YORK: Heritage brands face a constant question about whether to put their legacy at the heart of advertising messages, and new research in the Journal of Advertising Research (JAR) offers useful tips on this subject.

Case Study

Smyths Toys Superstores, a toy retailer, sustained the growth rate of its company in the UK and Ireland with its ‘If I Were A Toy’ Christmas campaign which featured an adaptation of Beyoncé’s ‘If I Were A Boy’.

Case Study

LEGO, a children's toy brand, introduced the 'Rebuild Your Memories' campaign during Singapore's 50th birthday celebration, which both showed parents the pressures they were putting on their children and increased LEGO's sales.

Research Paper

This article aims to investigate the consistency of the consumer motivational process in accordance with the acquisition and disposition of tangible goods through collaborative consumption.

Case Study

This case study explains how Fox Home Entertainment promoted its superhero film, Deadpool, globally through a viral social media campaign based around the promotional participation of its star and producer, Ryan Reynolds.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study explains how Guinness, the beer brand, used emotional storytelling focussing on inner strength to increase sales in the UK and Ireland during the Rugby World Cup.

Article

This event report outlines how Nissan, the automaker, is developing its model for content marketing.

Article

This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.

News

BANGKOK/SINGAPORE: Thailand and Indonesia lead across six Southeast Asian markets when it comes to e-commerce growth, according to a study of online searches conducted on the Priceza price comparison platform.

Research Paper

This paper explores the digital commerce in the two largest economies on earth: the US and China, describing where they differ in attitudes, notably with regard to online security.

Case Study

This case study shows how McVitie's, a snack food brand, devised a Masterbrand campaign to unify its portfolio of products and increase sales in the UK.

Case Study

This case study shows how Horlicks, a health food brand, developed a game app to drive kids' pestering power and increase sales.

Case Study

This case study describes how Lego, a Danish toymaker, promoted its products in Singapore by challenging the attitudes of local people to the brand.

Case Study

This case study shows how McDonald's, a fast food chain, turned its staple tie-in toy marketing around, with a brand building and emotion-led campaign that also increased its sales in Hong Kong.

Case Study

This case study demonstrates how McDonald's, the quick service restaurant chain, revived the Big Mac in Hong Kong by revisiting the heritage of the iconic burger.

Case Study

This case study explains how New World, a grocery chain in New Zealand, promoted mini versions of its products for children - 'collectibles' - as a play opportunity to increase sales.

Case Study

This case study describes how Sealord, a fishing brand in New Zealand, retained the core idea of the little boat from the previous year's marketing effort, and enhanced its imagery with a community-led approach.

Article

This article presents the views of five industry experts on the future of augmented reality, following the success of the mobile game Pokémon GO, and recommendations for brands looking to enter this field.

Article

This event report addresses Coca-Cola's attempts to experiment with product personalisation, an area which poses challenges as well as opportunities for brands.

Case Study

This case study describes how Ardbeg Whisky became the first distillery in space, raised brand awareness, and became the fastest growing malt in its sector in the UK.

Case Study

This case study details how McVitie's, the biscuit brand, united its portfolio of individual products in the UK under a unified master brand.

Case Study

This case study describes how Benjamin Moore, a premium paint brand in the US, launched a paint range to make the most of the brand's sponsorship of the Red Sox baseball team.