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Article

Global strategies, campaign updates and trends in the banking category.

Article

Discusses advertising over the years through an interview with the author and highlights some key things that happened in 1998.

Research Paper

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes.

Article

Comcast, the media company, is exploring the power of voice technology through the use of remote controls that are activated using oral commands.

Case Study

OIKOS, the greek yoghurt brand, positioned itself as the dream snack to increase sales and awareness in Canada, France and the UK.

News

BEIJING: GSK has successfully tapped into e-commerce giant Alibaba’s data ecosystem to boost user growth of its Flixonase nasal spray treatment for hay fever.

News

BEIJING: As the New Year approaches, China’s tech giants are flexing their capabilities in preparation for competition over who will win the lion’s share of hongbao (red envelope) usage.

Article

Outlines six key global retail trends and explores their impact on the fast–changing Thai retail landscape.

News

BENGALURU: Chinese e-commerce behemoth Alibaba is looking to expand its hold in the country as its AGTech Holdings and Paytm, a payment platform it partly owns, launch Gamepind, a new standalone gaming platform in a joint venture.

Article

Examines the potential advantages and risks to using social media users to promote brands, both in the context of influencer marketing and user-generated content.

Article

This article explores the current reading on mobile marketing, a near-ubiquitous medium that offers the fastest and most convenient route online for most consumers.

Article

Ten media and technology trends and their implications for brands, including e-commerce, loyalty, Chinese influence, voice, blockchain and smart cities.

Opinion

All brands need to innovate - it’s the only way of staying fresh, relevant and useful - but when, where and how to do it? Nick Burcher, Director of Digital at MediaCom and a judge for the 2017 WARC Awards, looks to the past to find innovation lessons for the future.

Research Paper

Brands can make better use of strategy to improve the use of mobile in the media mix. The research team looked at three case studies dealing with an insurance, fast-food and FMCG brand respectively.

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.

Article

The Kellogg Co., the food company, has invested considerable effort in building an analytics toolkit that can meet evolving needs in the marketing space.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

Article

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.

Research Paper

This study examines factors affecting users’ intention to recommend bike-sharing apps from the perspective of internal and external benefits perception.

Case Study

McDonald's, the fast food chain, increased sales among younger people in Mexico with a series of special offers on 'McDonald's Tuesdays'.

Article

This research provides an overview of patterns in shopper behaviour across Europe and what issues this may cause for the industry.

Article

Discusses how effective mobile marketing is for B-to-B by highlighting key successes and problems, in addition to looking at the future of mobile marketing with the development of AR.

Case Study

Mouthwash brand Listerine used influencers in an online campaign to persuade millennials in Malaysia to develop a mouthwash habit.

News

HANGZHOU: Single’s Day in China is the largest online shopping day in the world and this year more than 140,000 brands are expected to take part in Alibaba’s 11.11 Global Shopping Festival.

Case Study

Hornbach, a German DIY retailer, launched its brand in the world of e-commerce by creating DIY tutorials to reach younger audiences across Austria, the Czech Republic, Germany, the Netherlands and Switzerland.