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News

NEW YORK/TORONTO: Constellation Brands, the third largest brewer in the US, has taken a major step into the rapidly growing cannabis market by investing $4bn (C$5bn) in Canopy Growth, a Canadian supplier of medicinal cannabis products based in ...

News

BEIJING: As pressure from tariffs increases on Asian companies, the need for meaningful brand differentiation is becoming more important than ever, argues Superunion’s Global CEO, Jim Prior.

Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Research Paper

Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Article

This Company Profile from Euromonitor provides key details and analysis of Imperial Tobacco Group Plc, the owners of brands such as Davidoff, West and Gauloises.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

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.

Case Study

Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

The results of a major series of eye-opening studies about targeted online marketing were recently published, with significant implications for advertisers.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Article

This Company Profile from Euromonitor provides key details and analysis of Nestlé's pet care brands, including Prurina and Bakers.

News

SYDNEY: Cue Clothing, the fashion retailer, claims to be a leader in omnichannel shopping in Australia and New Zealand, thanks to its development of a unique retail ecosystem that caters not only to the needs of customers but also in-store staff.

News

BRUSSELS/LONDON: A majority of advertising industry decision-makers believe that artificial intelligence heralds the “next industrial revolution” but they are also concerned about relinquishing human control and what that means for ...

Opinion

Ahead of the launch of WARC’s 2018 Future of Strategy Report on 25th July, we are reposting a series of pieces on leadership from former heads of the BBH London strategy team, commissioned by Ben Shaw, the new Head of Strategy at BBH London.

Article

Examines ways in which a true multi-discipline planning team of equals could be assembled and who within the industry could lead the way in adopting this approach.

Article

Explains the ingredients that will lead to success for planners in a new and changing environment.

News

BEIJING: China’s increasingly wealthy and health-conscious consumers helped to drive rapid growth in the country’s fast-moving consumer goods (FMCG) market in 2017.

Article

This Company Profile from Euromonitor provides key details and analysis of Reckitt Benckiser, the owner of brands such as Mucinex and Gaviscon.

Article

Provides best practices for omnichannel retailing, including priorities, challenges and the state of omnichannel by region.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

News

SHANGHAI: The escalating stand-off on trade between the United States and China could hurt a lot of American brands in the country, according to the founder and CEO of JD.com, the Chinese e-commerce giant.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Case Study

Boost, a telecommunications brand, turned its stores into voting stations to successfully increase brand loyalty and sales in the US.