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Case Study

Bukalapak, an Indonesian e-commerce website, fought against a decline in market share by focussing on small businesses.

Case Study

Sanitary napkin brand Stayfree increased sales and claimed the largest market share in India with a campaign based around videos posted on YouTube.

Case Study

Xfinity/Comcast, a US cable communications company, turned its business around and achieved a level of growth not seen before in the company's 53-year history with its Language Choice campaign in the US.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the WARC Prize for MENA Strategy 2017.

Case Study

Kinder, a chocolate brand, successfully increased brand performance in the Czech Republic and Slovakia by showing mums that it believes in their children as much as they do.

News

NEW YORK: Talent recruitment and management practices in the advertising and marketing industries are “either broken or breaking”, Bob Liodice, President/CEO of the Association of National Advertisers, has warned.

Article

The advertising and media industries face a growing talent crisis, a situation resulting in large part from inadequate educational efforts at the college level.

Opinion

Advertising is a talent business, but advertising and marketing isn’t the pull it once was, so, Gareth Kay argues, creative companies need to build more stimulating working environments to attract the most interesting people.

Article

Colgate-Palmolive, the consumer goods company, believes that agencies will need to become more integrated in the future if they are to fully serve the changing needs of clients.

Article

This article offers strategies for recognising and minimising biases that can lead to suboptimal thinking and decisions in organisations.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

Research Paper

This research develops a measure for university heritage–utilizing a university's history, symbols, legacies, and traditions to reinforce and invoke its essence in a contemporary context.

Article

The advertising and marketing sectors are facing a talent "crisis" as millennials look to other industries regarded as offering careers with both greater remuneration and a clearer sense of purpose.

Research Paper

This paper explains why ambitious market researchers should embrace the principles of comedy in order for brands successfully to convey truth.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Article

This report provides part I of an overview of company strategies in the world health and wellness market, including packaged foods, soft drinks and hot drinks, examining industry challenges and multinationals' activities.

Article

This article argues that the days of picking just two of the ideal ‘faster, cheaper, better’ are gone, as Reckitt Benckiser has shown that automation can radically change how we test advertising creative.

Article

This article looks at whether it is possible to ascertain the right questions to ask the right people in order to make a prediction in political polling.

Case Study

This case study highlights several campaigns run by the award-winning advertiser ANZ Australia including the 'push for an equal future' and 'GAYNZ - A bank fit for a queen' campaigns.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Opinion

Women’s sport is gaining a higher profile, but what will it take for brands to value female athletes as much as their male peers? Ahead of the Women’s Rugby World Cup final, FCB Inferno’s Vicki Holgate explores the untapped opportunity for brands.

News

LONDON: Despite the uncertainty over the United Kingdom’s future relationship with the EU, the weakening pound has cut costs for companies looking to invest in the country, as one Swiss company aiming to make high-end TV in the UK ...

Case Study

This case study shows how Chiclets, a chewing gum brand, successfully rebranded its product by redesigning its package and introducing it to a younger Egyptian audience using Facebook's live streaming feature.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Case Study

This case study shows how Dubai Cares, a children's charity, was able to reverse the increasing audience desensitisation to charitable causes in the UAE by showcasing real children's creativity and resilience through social media tutorials.