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Opinion

Strategy is a lot bigger than advertising, or even communications, argues Zeus Jones’ Adrian Ho. Strategic skills are fundamental to almost every aspect of business and should be allowed to stand on their own.

News

SHANGHAI: Chinese people are significantly more invested in their online identities than their Western counterparts, which offers brands more opportunities to connect with increasingly savvy consumers, according to an expert in Chinese consumer ...

News

LONDON: A majority of young people in the UK think they have influence on their peers but few regard themselves as influencers on social media and many reject the ‘influencer’ label, new research shows.

Article

Global strategies, campaign updates and trends in the home improvement retail category.

Article

Online identities in China are very different to those in the West – marketers should consider media consumption patterns, compartmentalised identities and individualism vs collectivism.

Article

PepsiCo, the food and beverage manufacturer, has developed a new tool that helps it understand the latest trends taking shape in its categories.

Case Study

Tetra Pak, a multinational food packaging and processing sub-company, increased awareness of the importance of carton recycling in India by launching a program with Mumbai Dabbawallas, a lunchbox delivery service.

Case Study

Aye Finance, a financial service provider, empowered the MSME (Ministry of Micro, Small and Medium Enterprises) in India by specially training its teams to help give advice and lessons to MSME members.

Case Study

M&Ms, a confectionery brand, promoted its launch in India by utilising its connection with Hollywood and using its mascots to deliver personalised M&M boxes.

Article

Analysing the results of a global WARC survey of senior strategists, The Future of Strategy Report provides both quantitative and qualitative data on the current state and future expectations of the discipline.

Article

The Brexit vote revealed a divided UK, one which is replicated to a large degree in how agency employees view the world compared with the people they are creating advertising for.

Research Paper

This research investigates whether print advertisements featuring faces (i.e., face advertisements) or facelike images (i.e., pareidolian advertisements) better capture consumer attention than advertisements that do not include such elements.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

News

SHANGHAI: The motivations of China’s affluent consumers – mostly aged in their 30s and 40s – are changing as more people seek to live a more balanced life, according to an expert in Chinese consumer psychology.

Opinion

Chris Yu, Head of Integrated Marketing Strategy, Innovation, & Technology, US Bank, chaired this year’s Effective Innovation category at the WARC Awards .

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

Article

Argues that the 'planner of the future', who can help guide clients through well-argued and supported strategies for growth, is in more demand than ever.

Case Study

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Case Study

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Case Study

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

News

TOKYO: Western and Eastern marketing cultures are very different, but bringing elements of the two together can help global brands be more relevant in Asia’s varied markets, a senior agency strategist has suggested.

Case Study

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

Case Study

Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.

Case Study

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.