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News

MARYLAND: Guinness, the Diageo-owned stout brand, has opened a brewery and taproom in Relay Maryland, in order to bring US consumers the Dublin experience, while also extending its events capacity.

Article

Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

News

NEW YORK: Shopping malls need to emphasize their role as fashion hubs, promote shopper socialization and reinvent food courts to help “draw crowds”, a study in the Journal of Advertising Research (JAR) has argued.

Article

Visit California, a nonprofit tourism group, moved from brand communications to targeting consumer passion points in a bid to boost visitor numbers to the Golden State.

Article

Lufthansa, the German airline, has turned over its Snapchat feed to members of its flight crews in a bid to drive engagement.

Article

Data-driven messaging can be used to deliver a personalised, omnichannel customer experience to each consumer.

Research Paper

Probability-based sampling is the gold standard for general population surveys. However, when interested in more specific populations (e.g., consumers of a particular brand), a lot of research uses data from non-probability-based online panels.

News

SHANGHAI: Starbucks, the US coffee chain that has more than 3,300 stores in China, is the latest major international brand to form a strategic partnership with Alibaba, the Chinese e-commerce giant.

News

KUALA LUMPUR: Brands using chatbots should focus on utility: qualifying leads, always-on customer service, and personalized offerings based on customer data, according to an expert.

Article

This Company Profile from Euromonitor provides key details and analysis of luxury apparel and accessories company, Burberry.

Article

Audi USA, the automaker, partnered with Reddit on “Think Faster”, a content series that entertained the service’s users in an authentic, platform-appropriate way.

Case Study

Airbnb, an online marketplace and hospitality service, launched a campaign to new members in India on home sharing, hospitality and quality standards.

News

HOLLYWOOD, FL: TD Ameritrade, the financial-services provider, has created an online branded destination that helps it remain consistent while also supplying valuable advice to the distinct audiences targeted by its marketing campaigns.

Gunn Report

PFLAG Canada, a non-profit organisation for the LGBTQ+ community, transformed the existing symbol of equality, the Pride flag, into an online data tool for LGBTQ+ travellers to navigate the world safely.

Case Study

Star World, an Asian English language television channel, launched an influencer campaign that encouraged Indian television consumers to tune in to Game of Thrones.

Case Study

The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.

Article

Explores emerging trends and the implications for brands.

Article

TD Ameritrade, the financial-service company, has found an effective means of retaining brand consistency while reaching out to difference audiences.

Article

explores how gaming platforms, which allow brands and products to be promoted via means such as sponsorship or in-game advertising, can enable brands to build reach.

News

NEW YORK: Airbnb, the online travel marketplace, believes that its commitment to taking a public stand on certain political issues that are pertinent to its brand is an essential way of expressing its core values.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

News

NEW YORK: 1-800-Flowers, the florist and gifting company, has carved out a distinct emotional space through marketing efforts that are based on sympathy.

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

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