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Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Research Paper

BFS Europe, a French producer of high-quality processed vegetables, aimed to put vegetables at the centre of the plate in out-of-home (OOH) food consumption to considerably increase overall market share.

News

SINGAPORE: The entire organization needs to step up when a brand is undergoing change, according to an executive at Singapore Tourism Board, who described her own brand’s journey as “very intense and very emotional”.

News

LONDON: Businesses with a strong marketing effectiveness culture are fitter and better able to deliver targets, according to a new study which highlights five behaviours that successful organisations are practising.

Article

Uber, the taxi app, is using smart strategy to move beyond a string of negative headlines and position itself for future development and growth.

Article

This article offers 10 tips from AirAsia and the Singapore Tourism Board – two high profile SE Asian advertisers – on evolving a brand over time.

Article

Dow Chemical is a sponsor of the Olympic Games, and has very specific goals for this partnership as a business-to-business marketer.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

This article examines how companies need to restructure themselves in order to market more effectively in the digital age.

News

BILLUND: LEGO, the Danish toymaker, is streamlining its management structure as it seeks to improve its ability to implement marketing strategies and react to new trends.

Article

This case study explains how cultural value is the most important emerging currency in marketing today and uses Lush, Airbnb and Under Armour as examples of how to succeed in this area.

News

LONDON: Weetabix, the breakfast cereal, believes that its management structure and workplace culture is central to its ability to successfully respond to the UK’s changing breakfast habits.

News

NEW YORK: Just 16% of marketers believe they are truly responsive to consumer needs, a failing attributable in part to the way most brands have leveraged digital channels to date, a study from the CMO Council has revealed.

Article

This article details the headline findings from research conducted by the CMO Council, the executive network, into how well brands are responding to consumer needs in the online and offline worlds.

Article

This event report looks at research into the effectiveness of B2B digital marketing which reveals that businesses need to look beyond traditional methods.

News

SYDNEY: Optus, one of Australia's biggest telco brands, is encouraging teams to take "calculated risks" to drive innovation in a traditional but highly competitive category, according to a senior marketer at the company.

News

CANNES: State Street Global Advisors, the financial-services group responsible for the "Fearless Girl" statue in New York, is taking a long-term perspective as it seeks to follow up on this major marketing success story.

Article

This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

News

CANNES: Marketers must push harder to advance gender equality both in their creative work and across the industry at large, according to Marc Pritchard, Global Brand Officer at Procter & Gamble.

Article

This article examines the human side of marketing and how humanising CMOs and marketers can drive better leadership.

Article

This article explores how the collective intelligence of a large group of well-informed people can sometime be more useful than the input of a single expert.

Article

This event report outlines how Procter & Gamble, the FMCG company, is addressing the issue of outmoded gender portrayals in advertising.

Article

This event report outlines how companies can comply with the forthcoming General Data Protection Regulations (GDPR) which come into effect in May 2018 and which elevate privacy to the level of a human right.