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Case Study

Communications services provider Maxis' digital retargeting campaign boosted awareness, participation and volunteer recruitment for its Kongsi home-building CSR initiative during Chinese New Year in Malaysia.

Article

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

News

NEW YORK: For over a third of the US buying population, aged 18-80, their choice of brand will depend on broader questions around a company’s corporate values, according to new figures.

Research Paper

This paper describes how Orange, the telecommunications provider, leveraged its digital research platforms globally to ensure the consumers' voice is always at the heart of the company and to promote quicker, smarter decision-making and action-taking.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

News

SINGAPORE: Consumers in China and several other markets in Asia have a strong preference for purchasing from brands considered to be socially and environmentally responsible, according to a new study into ethical spending and charitable giving.

Article

This essay explores how purpose can be problematic when used incorrectly, while it can be a brand's saviour when relevant and refined.

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

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.

Research Paper

This study drew on the existing decision process theory to empirically examine the effect of word of mouth (WOM) generated by social media.

Article

This event report discusses how Keith Weed, CMO at Unilever, views brands that take a stand on issues and how he feels digital media buying needs to change.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

News

CHICAGO: For years, Facebook's stated aim has been to "give people the power to share and make the world more open and connected", but now the social media giant is placing much greater emphasis on building communities.

Case Study

This case study explains how QQ, a Chinese instant messaging service, improved its brand image and signed up new users with a scheme to help find missing children.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study shows how Maxis, a communications company, improved brand equity and rebooted its annual CSR initiative using a multi-platform awareness campaign in Malaysia.

Case Study

This case study shows how Dettol, a health and hygiene brand, created a social movement to increase brand awareness and change India's hygiene habits.

Case Study

This case study describes how US appliances manufacturer Whirlpool built on its Every day, care campaign to create the Care Counts programme, which installed washers and dryers in schools to give disadvantaged students access to laundry facilities to boost attendance rates.

Article

This article examines the potential value of purpose-driven advertising to brands and how Dove, the consumer goods brand, has delivered great economic and societal value.

Article

This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Article

This article explores the relationship of Asia's millennials to motherhood, and how these new perceptions affect their relationships with brands.