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Opinion

Nike's most recent campaign in the US has divided opinion, but according to Tony Pace, Marketing Accountability Standards Board (MASB) President, analysed and praised the brand's continuous position at the side of the athlete.

Case Study

Sense International India took a creative approach to empower and raise awareness of an unseen and unheard group, the deafblind.

Article

QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.

Opinion

The notion of the importance of “community” in building powerful brands has been around for a long time but, asks Gareth Kay, has the term now become so overused that it has been rendered meaningless?...

Case Study

Trust, a condom brand, used podcasts and social media to connect with young people and increase sales in Kenya.

Case Study

Skin care brand Vaseline used TV and Facebook to put its Whitening Body Lotion top of mind and increase sales in Taiwan.

Case Study

Food brand Knorr used a digital campaign to show Taiwanese households that making Western dishes at home can be easy.

Article

Explains the increasing value of marketing through GIFs and provides marketers with advice on how to use them effectively.

Opinion

At an event in central London, strategists gathered to borrow skills from sister professions in order to make them better students of the human.

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.

Article

Details how brands can Instagram and Snapchat for brand building and provides advice on how to best approach marketing on these platforms based on success from brands that have done it.

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

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

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

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.