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News

BEIJING: Alibaba and Tencent, two giants of the Chinese tech ecosystem, and the venture fund, China Media Capital, are reportedly in talks to buy a minority stake in WPP Group’s China operations.

Case Study

Beano, a children's comic, transformed itself from a dormant heritage brand into a contemporary entertainment brand for a whole new generation of digital-native kids in the UK.

News

NEW YORK: Marketers that want to succeed in the e-commerce world could benefit from paying attention to the “4Cs” as much as the traditional “4Ps”, a study has argued.

Research Paper

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers' media usage.

News

HONG KONG: Digital media revenues in Hong Kong are forecast to grow at a compound annual growth rate (CAGR) of 5.1% over the next four years while non-digital media slowly shrinks, according to a new PwC report.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Article

E-commerce is an increasingly central element of brand strategy, but presents several challenges to marketers who are used to the brick-and-mortar world.

Case Study

HBO Multicultural marketing, a premium cable and satellite television network, launched a campaign in the US to raise awareness of its documentary, The Music of Strangers: Yo-Yo Ma and the Silk Road Ensemble.

Case Study

EY, a multinational professional services firm, used PR to better understand global clients' concerns as digitisation changes the industry.

Research Paper

Kantar, the Data Investment Management division at WPP, designed a new framework for the brand purchase funnel in Asia in order to leverage the power of consumer data and turn it into impactful marketing results.

News

LONDON: Heineken, the Dutch brewer, is rethinking the path to purchase in recognition of the new environment in which consumers perceive brands - with many more touchpoints than ever before now seen as points of purchase.

Article

With huge brands, such as the Dutch lager brand Heineken, thinking about a conversion 'funnel' is no longer particularly useful, as online and offline mix and brands aim for an extended consumer relationship.

Case Study

Samsung, the technology company, promoted its new 'The Frame' TV by leveraging a partnership with industrial designer Yves Behar and Sotheby's in the US.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.

Research Paper

Corona, a beer brand, used insights from market research company de la Riva in Mexico to understand what consumers were looking for.

Research Paper

Kantar Mexico, a market researcher, explains how, by using widely available datasets, a state-of-the-art neural model and business knowledge, high value can be extracted at low cost from visual data.

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

Explains how EE created its own norms and methodology to create offers for its brand, helping to grow its cross-selling services.

Article

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

Case Study

Land O'Lakes, a member-owned agricultural cooperative, raised awareness of the world's limited water supply by launching a microsite and social campaign at the SXSW conference in the US.

Article

Explains how brands should be transparent about what they do and don't do, and how their beliefs impact on how they do business, using examples from Disney, Chipotle and Innocent.

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.