Get a demo Do I subscribe? News sign-up Sample reports

Search in

Show only

Date Range

Search within

Categories

Brand

Country

Source

Index

2,735 results found
Sort by

Case Study

Fiat Chrysler Automobiles (FCA), the multinational automobile maker, improved reach and sales by streamlining its marketing efforts to find its core US audiences and tailor creative to those specific groups.

Article

To optimise communication effectiveness and resonate with audiences, there should be a combination of emotion and motivation, as emotion is “only a vehicle, not the motivational message itself”.

News

Vietnam is technologically advanced in terms of network and smartphone penetration, integrated marketing communications across multiple channels is increasingly used and prioritising mobile marketing is no longer a trend, but a must-have, a new ...

Article

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

News

The most successful CPG brands operating in China have adjusted their operations to take account of increased consumer spending power and the growth of omnichannel retail, according to consulting firm McKinsey.

News

Mobile location marketing offers significant potential to augment consumer understanding and deliver more relevant advertising but brands need to be careful to be on the right side of the line between convenient and creepy.

Article

Details what brands need to consider when getting started with personalisation and lists the ways to personalise that promise the most impact.

Article

Details how out of home advertisers can implement personalisation by showing how technology can help strengthen personalisation through this channel.

Case Study

Shell Select – the petrol station convenience store – used limited-edition specially designed bottles of its own-brand water as a promotion to drive footfall and increase profit margins in Malaysia.

Case Study

Heritage spaghetti noodle brand, Royal, used online video to reboot its Sweet Celebration dish bundle for the Christmas Eve celebration market in the Philippines.

Case Study

Kimstore, a Philippines-based online gadget store, used a multi-media campaign to encourage its growing customer base to engage with it via m-commerce.

Case Study

Automobile manufacturer Tata Motors ran an integrated campaign to increase brand awareness and consideration for its Super Ace as a versatile mini-truck in the markets of Vietnam and the Philippines.

Case Study

Circles.Life, a telco network in Singapore, used a witty campaign to break entrenched consumer habits and drive consideration of its offer.

Article

Indian brands, big and small, are embracing influencers for engagement and PR purposes.

Article

Explores the reading and thinking surrounding the Tencent-owned popular Chinese app WeChat, a messaging platform that has succeeded in expanding its capabilities to 'conversational commerce'.

Article

Outlining the benefits of mobile location marketing and showing how organisations can deliver the mobile moments needed to win, serve, and retain digitally empowered customers that choose to opt-in to location marketing.

Research Paper

Barry Callebaut, a cocoa producer and grinder, applied the Symphony of Senses Model to innovate in a consumer-centric manner in Belgium.

Research Paper

Voice technology, used in products such as Amazon’s Alexa, makes for a faster user experience and has potential to become a dominant mode of accessing the internet – but brands wishing to capitalise on it need to adapt their marketing models.

Research Paper

The research team for an energy drink company addressed the concepts around the nonconscious drivers of consumption by creating a model of the UK consumer’s mind and how the different parts of it collaborate to achieve the consumer’s goals.

Article

Automaker Honda is marrying data with a range of new technology to reach consumers in ways that are relevant, rather than personal.

Opinion

In a digitised world, relationships are becoming increasingly fragile. Merkle EMEA's Tom Byrne, asks whether the relationships modern marketers are building with consumers are much different, arguing that it’s only a mind-set shift, not an ad stack addition that can create relationships with long-term value.

News

Asian companies are moving away from a fixed approach to brand architecture, whether that’s the “branded house” or the “house of brands”, in favour of a hybridisation strategy, according to an industry figure.

Article

At peak trading periods retailers need to think seriously about how they can optimise all parts of their media spending, including via the Google Shopping service.

Case Study

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Case Study

Aldi, a value supermarket chain, developed a creative communications strategy that made them the fastest growing supermarket chain in the UK at Christmas in both 2016 and 2017.