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Article

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

Case Study

Thai alcoholic beverage company Chang Beer caused a perception shift by re-branding with a focus on Thai craft quality.

Case Study

Hiroshima Prefecture in Japan took a multimedia approach to educate citizens about its local oysters, increase consumption and make them a local tourism asset.

Case Study

Non-profit organisation The Women’s Foundation created a fake plastic surgery clinic to spark social media buzz and challenge gender stereotypes in the workplace and the media in Hong Kong.

Case Study

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

Case Study

Chocolate bar Snickers used its packaging as a social media tool in partnership with a messaging app, to turn around a decline in sales of its single-bar product in Japan.

Case Study

Livpure, a water purifier brand, encouraged people in India to preserve water with a digital and social media campaign built on a colloquialism.

Case Study

Google, the technology company, launched YouTube Go with an activation campaign to drive app downloads in Indonesia.

Case Study

Dettol, the hand sanitiser and antiseptic brand, increased market share and equity association with mothers by repositioning its hand wash products in India.

Case Study

Quick-service food brand McDonald's used a multi-media campaign to create buzz around the launch of its new Nasi Lemak Burger in Singapore and encourage purchase.

Article

Jamón is hugely popular in Spain but the market is fragmented; Navidul is one of the few major players in dried ham, claiming 92% brand awareness, thanks to its understanding of purchase behaviour.

Article

Bodyform/Libresse, the global feminine hygiene brand, made a campaign that shocked media owners, whose rejections fuelled the campaign creative to win a Titanium Lion at Cannes.

Research Paper

This article approaches the question of media neutrality by investigating whether ideation techniques such as templates produce the same quality of advertisements across media.

Research Paper

Paragon Partnership, a data and insight company, BBC Media Action, a British broadcaster's international development charity, and market researcher Big Sofa came together to solve an important industry issue – the quality of qualitative research globally.

Research Paper

Nestlé, a transnational food and drink company, analyses the threat posed by challenger brands in India and shows their true impact while suggesting strategies that can work for brands.

Article

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Article

Looking at the three challenges brands face when pursuing common knowledge which has implications across the marketing discipline.

Research Paper

The research team for an energy drink company addressed the concepts around the nonconscious drivers of consumption by creating a model of the UK consumer’s mind and how the different parts of it collaborate to achieve the consumer’s goals.

Research Paper

PepsiCo, a food, snack and beverage corporation, launched insights research in India to decode “local” markets, which is useful for MNCs (multinational corporations) battling the threat of local competition.

Article

Explores how the clean up of digital advertising is likely to unfold as we approach the end of 2018, following the industry’s brand safety scandals, changing viewability demands, and ad fraud developments.

News

Japan’s worsening labour shortages are leading retailers to market themselves to potential recruits, in a tactic that might need to take root in other sectors.

Case Study

Campofrío, a Spanish multinational food company, launched an online film and website to promote its brand across Spain during the Christmas period.

News

Although it is only mid-October, retailers on both sides of the Atlantic will be preparing for the Black Friday shopping event, encouraged by a new report that suggests consumers plan to spend even more than in previous years.

Case Study

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign, which created a cultural connection and reinforced its Made of More message.

Case Study

Škoda, an automobile manufacturer, achieved their best ever volume of sales orders and market share in the UK as a result of new brand positioning and creative work, while the industry around them plummeted.