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News

BEIJING: The twelve weeks ending 23 rd February saw significant increases in FMCG spend in China, thanks to Chinese New Year, with local retail and e-commerce seeing the biggest year-on-year changes.

Article

Football marketing has come a long way since Nike’s iconic 1998 World Cup ad featuring the Brazil team playing kickabout in an airport, not least because of social media which has shifted the focus to individual players.

Research Paper

Attribution modeling (AM) has a crucial role in measuring the impact of advertising inputs in driving actions (clicks, conversions, purchases, homepage visits, etc.).

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Article

Concept testing is the investigation of potential consumers’ reactions to a new product or service before it goes to market, and this article explains the importance of real-world, common-sense benchmarking and how to achieve it.

Article

Glossier, the beauty brand, has subverted norms in its category through both its digital-first approach and adopting a distinctive overarching philosophy.

Article

Brand values are useful when they help define and differentiate brands, or when they help people internally know how to behave and externally know what to expect from a brand.

Article

Media agency Mindshare identifies five broad trends that are currently shaping the marketing world and which marketers will have to address in the coming 12 months.

Article

This article outlines the key media trends set to shape Thailand's marketing landscape through to 2020, including mobile, programmatic, AI, big data, and addressability.

Article

Outlines six key global retail trends and explores their impact on the fast–changing Thai retail landscape.

Article

Dan Calladine, Head of Media Futures at Carat Global, discusses the major technology and media trends to prepare for in 2018 and the ways in which media use and consumption may shift.

News

NEW YORK: Agencies have traditionally managed most of the communications problems facing brands, but John Deighton, of the Harvard Business School, believes that deeper, richer sources of information technology (IT) might redefine such basic ...

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

News

THE VATICAN: The Holy See’s communications secretariat has appointed Accenture Interactive to unify its communications strategy, as part of Pope Francis’ reforms of the Catholic Church, under a new digital entity: Vatican News.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

Article

Companies should aim to outperform their competitors by trying to differentiate themselves from them, rather than trying to outdo them at what they do.

Article

The growth of the internet and the convergence of IT and advertising will slowly lead to marketing being conducted on small set of dominant design platforms.

Research Paper

The link between corporate social responsibility (CSR) initiatives and company performance has been researched extensively, but the findings have been inconclusive or even conflicting.

Opinion

While the multi-platform world presents significant opportunities for brand advertisers, it also presents new challenges.

Article

Explains what addressable advertising is, how it can be used, why it is effective and how its rise in popularity supports the merging of TV and digital.

Article

Looks at the growth of PR and how, crucially, attitudes to the merging of PR and marketing have changed due to the rise of digital communications.

Article

Traditional audience segmentation practices often leave a depth deficit.

Research Paper

Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.