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Article

The young target audience for Jägermeister isn’t drinking as much as previous generations and is more restrained in an age of social media, resulting in the spirit brand adopting a new brand strategy of ‘less is more’.

Opinion

Asma Shabab, Marketing Leader for Watson Internet of Things at IBM Middle East, Africa and Turkey, is judging the 2018 WARC Prize for MENA Strategy .

News

NEW YORK: GIFs are growing in prominence as a way for brands to drop into the bloodstream of the internet, according to a new report.

News

LONDON: HarrimanSteel, an independent creative agency, is to shut its London office after 19 years and move its operations to Amsterdam, citing the “dramatically shifting political scene” in the UK since the vote to leave the EU*.

Research Paper

Teenopedia is a source of information on the lives of teens from all angles, providing a single destination on how to reach out to them.

News

NEW YORK / LONDON: Changes made by Facebook to its algorithm last week are already having a negative impact on both brands’ and publishers’ video views, according to new research.

Research Paper

For companies, communicating about socially responsible activities does not always lead to benefits. This article aims to contribute to a better understanding of the conditions in which such communications are valuable.

News

KUALA LUMPUR: As Christmas approaches, brands should be aware that Asia’s mobile consumers spend more via Facebook in the final three months of the year, although spending and social habits differ across markets.

Opinion

Freedom of speech is fundamental to the U.S. constitution, but the latest developments in the dispute over net neutrality are putting this basic human right under threat, argues Sovrn's CEO, Walter Knapp.

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.

Research Paper

Danone, a multinational food products brand, set out to understand what one of its key attributes, 'naturalness', meant in the Mexican market.

Case Study

Tata Capital, the bank, increased access to loans and improved its reputation in India by changing its loans approvals process in a social media campaign.

Article

Voice is fast becoming a mainstream interface, and brands are integrating the technology in a variety of ways.

Case Study

Aditya Birla Financial Services, a financial services company, encouraged Indians to install its Active Account app by using influencers to start a conversation on social media.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Case Study

This case study describes how Mondelez used a cinema-based experiential campaign to drive sales of its Cadbury Dairy Milk Oreo variant in Egypt.

Case Study

Tourism Australia, the Australian government agency responsible for attracting international visitors to Australia, drove visitation to the country by Indian tourists by focusing on the promotion of uniquely Australian experiences online.

Article

This Company Profile from Euromonitor provides key details and analysis of Nike Inc. Included is a strategic evaluation with key facts about the US based company, competitive positioning against comparative brands, and assessment of its position in the sports apparel market.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Case Study

This case study shows how Micromax, an electronics brand, successfully shifted its brand message by deploying a geo-targeting campaign in India.

Case Study

This case study describes how Indian broadband provider ACT Fibernet, used animated content to gain audience attention and increase engagement on its Facebook page.

Article

This article examines the immense power of Instagram and its wealth of user-generated content, which brands can use to create cultural value that goes beyond products.

Opinion

Faris Yakob addresses the tensions between short-term sales effects and longer-term brand building - and concludes that measurement holds the key to untangling this paradoxical relationship.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.

Research Paper

This paper examines whether the use of split questionnaire design can improve survey response, data quality, efficiency and participant experience in the APAC region.