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Article

Fashion brands are diversifying their marketing strategies away from print as social media and influencers offer new opportunities to capture millennial shoppers.

Article

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.

Case Study

PricewaterhouseCoopers in Malaysia set out to restore trust in the institutions of government, media, business and NGOs.

Case Study

Valencia CF, a Spanish football club, repositioned itself by creating a new brand manifesto that focussed on the football journey to inspire support.

Case Study

Avianca, the South American airline, successfully managed its PR crisis by developing a client-centric strategy to mitigate brand damage in Colombia.

Case Study

Hong Kong sofa manufacturer Man Wah protected its reputation from a potential short-selling scandal with a crisis PR strategy.

Article

This article provides a best practice guide to social media listening – the process of capturing mentions of brands on the internet – and how marketers can better understand and respond to their audiences’ feelings and sentiments.

Case Study

Hero Norway, a private company offering services to refugees in Norway, was able to turn around criticisms of its work by showcasing some of its integration efforts to global media.

Case Study

Belgian car distributor D’Ieteren used comprehensive, open communications including PR and web to limit the damage of the Volkswagen emission scandal.

Article

This article examines best practice in influencer marketing, including how to identify the right influencers, how to approach them and how to measure the effectiveness of the campaign.

Case Study

Brainchild Burson-Marsteller, a public relations agency in Uganda, protected the reputation and public trust of Crown Beverages Limited (CBL), the Pepsi-Cola franchise holder in Uganda, with expert crisis management of a potential PR disaster.

Case Study

Barbie, a children's toy brand, devised a careful campaign strategy, which encompassed a communication crisis management team and extensive media outreach, for the launch of its new body-positive doll collection in the USA.

Case Study

Herbalife, a nutrition supplement retailer, launched a campaign to counter-act a smear campaign that was driving down brand trust and sales in the US.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Research Paper

This paper describes a Brand Audit for Ambev, the Brazilian brewing company, that covered its own premium brands and those of its main competitors, using a methodology analysing social media output.

Research Paper

This Speaker’s Box article looks at the role of marketing in cybersecurity, particularly in regards to preparing for and managing the consequences of data breaches.

News

NEW YORK: President Trump's propensity for tweeting about anything from developments in reality TV to criticisms of specific companies and brands is leading to a surge in a new business area for PR agencies.

News

NEW DELHI: The value of effective crisis management has been demonstrated in the 2016 rankings of Brand Equity's Most Trusted Brands, as Maggi, the noodle brand pulled from the shelves in 2015, recovered from 95th to 25th position.

Article

This event report details some expected trends in 2017 and how they will affect the marketing landscape, from the dangers of filter bubbles to the rise of live streaming.

Case Study

This case study shows how Maggi, a food brand, regained consumer trust in India after being labelled hazardous for consumption.

Article

This event report outlines how Under Armour, the sporting goods group, turned American social-media controversy surrounding its "Chef" Curry sneakers into a profitable moment for the brand.

Case Study

Lee Chang Yung Chemical Corp (LCY), a chemicals company in Taiwan, used PR and public gestures to protect its reputation following a pipeline explosion.

Case Study

Saifee Burhani Upliftment Trust (SBUT), an urban renewal trust, used PR to engage government, businesses and the public in a redevelopment project.

Case Study

This case study shows how Almond Breeze, an almond milk brand in the US, positioned itself as a healthy milk alternative through a content and word-of-mouth based campaign.

Article

This article outlines the key megatrends in India that marketers should be aware of in 2016.