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Article

Ten media and technology trends and their implications for brands, including contextual commerce, digital detox, expanding connectivity, design from data, smart out of home and experiential e-commerce.

News

Data ethics are set to be a crucial factor in driving brand trust and those brands that can meet consumer demands in this regard, as well as acting with purpose, stand to outperform their rivals, according to an agency expert.

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.).

Article

Outlines the six ways to effectively blend brand purpose and data ethics.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Case Study

easyJet, the British low-cost carrier airliner, focused on brand building through data and tech in the UK.

Research Paper

Tata Group, an Indian corporation, created an adaptable framework that focuses on re-engineering the customer centricity code to reimagine its customer focus in India.

Article

Looks at the biggest FMCG brands in the world, including what the megabrands are and categories that count in the top 100.

Article

The founder of data company Heart-Data Inc introduces the Japanese concept of “ikigai” and how to apply it to brand (personal brand or business brand) questions.

Article

As the work of marketing and sales teams converges, brand marketers are having to consider how they can enhance performance in commerce – Zenith’s global commerce director has some pointers.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

News

GLOBAL: The rapid growth in connected TV (CTV) viewing around the world has not been matched by a comparable increase in addressable advertising because of a lack of scale and concerns around the accuracy and consistency of CTV measurement tools, ...

Article

A global outlook on the beauty and personal care market, including the leading companies and brands, key trends shaping beauty and personal care, and market snapshots.

Article

Explains the current trends in the highly complex and fragmented landscape of connected TV and provides tips for brands tackling this area as its popularity increases.

Article

Innovation is the word of the moment, but most companies want to include it as a pleasing buzzword without understanding what it requires.

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.

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.

Research Paper

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

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.