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Article

Anheuser-Busch, the brewer, has conducted in-depth research into how women perceive and respond to the beer category as it seeks to drive consumption among this audience.

Article

The Association of National Advertisers (ANA), the industry body, found in research that the marketing industry still lags behind in many areas of diversity and representation.

Article

Examines the shift from the hierarchical organisation of a classic brand architecture to a network-type structure built on the foundation of technology, data and analytics.

Article

Employees are an important touchpoint for brands seeking to improve customer experience.

Article

Eurail adapted its content offer through an overall transformation of its content teams and its content delivery architecture, leading to a new kind of self-steering team.

Article

Johnson & Johnson, the global FMCG company, has reinvented its marketing to focus on customer-centricity, brand experiences and content.

News

LOS ANGELES: Hilton Hotels & Resorts, the hospitality company, has yielded major benefits from adopting a more cohesive approach to social media.

Case Study

METRO, an international retail company, got 80% of employees in China following the WeChat Enterprise Account (WEA), which allowed them to receive information in real time, improved work efficiency and the quality of work life.

Case Study

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

News

LONDON: In the last year, the startup bank has grown swiftly. Each month, more than 60,000 new customers open bank accounts; growth targets for the next two years are in the millions.

Article

China’s Gen Z will represent 40% of the country’s consumers by 2020 – but marketing to them requires a savvy digital and social media strategy.

Article

Monzo has built a following and a community around its product, allowing it to grow swiftly, build new and category-changing features, and attract a generation that has an uncomfortable relationship to money.

News

CHICAGO: Conduent, a business-services brand that was born last year following a decision by Xerox to split in two, has made strong progress in driving core metrics like awareness, and plans to further these efforts with marketing.

Article

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.

Article

Outlines the skills marketers need to enable their agency’s creative team to deliver the best work.

Article

Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.

News

CANNES: One year after the announcement that Publicis Groupe, the world’s third-largest advertising holding group, would cease marketing and award spend, the company has revealed the source of its attention.

Article

Publicis was back in Cannes following a year of development on its new platform, Marcel, which aims to transform the group’s client offer.

Case Study

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Article

HP, the technology company, is leveraging the power of purpose as a fundamental component of its strategy in various areas of its business.

News

NEW YORK: Johnson & Johnson, the healthcare company, is increasingly applying its business savvy to corporate social responsibility programs, marking the latest step in its long-term commitment to doing good.

Article

Johnson & Johnson, the healthcare company, is tapping into the power of social purpose to help solve major problems around the world.

Article

Microsoft, the technology company, is building its business operations on a slate of guiding principles that can help inform big decisions on complex issues.

News

MIAMI: Chief executives can play a central role in embodying brand purpose as a means of galvanising employees and building trust with consumers, according to research by Edelman, the public-relations network.

Article

Discusses how purpose, both internally and externally, can be crucial for organisations within the industry and how best to start implementing it.