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Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

News

HONG KONG: Agency holding groups have helped to drive a 15% overall increase in mergers and acquisitions activity in the Asia-Pacific region this year, in contrast to other regions where ‘unconventional’ buyers and marketing technology ...

Case Study

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

News

LONDON: UK marketers revised their internet budgets up in the second quarter, helping to fuel overall growth in marketing budgets, according to the latest IPA Bellwether Report, but its author has cautioned that this increase is defensive in ...

Case Study

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

Opinion

If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.

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

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Case Study

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

Case Study

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.

Case Study

The Transport Accident Commission (TAC), a for-profit social insurer for the State of Victoria, launched the Meet Graham campaign, which showed people in Australia how the human body would have to evolve to survive a crash.

Case Study

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Case Study

Gesicht Zeigen!, a non-profit organisation, launched a campaign that marked the return to print of Hitler's 'Mein Kampf' in Germany with a special edition of the book that instead featured 11 stories of holocaust survivors or refugees.

Case Study

IGNITE National, a nonprofit organization aiming to prepare the next generation of female leaders, designed a campaign to increase donations and help decrease the gender inequality in politics in the US.

Case Study

Child Focus, the Belgian Centre for missing and sexually exploited children, successfully raised awareness for missing children, and found a child, by launching a multichannel campaign across Belgium.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Case Study

The Iziko Museums of South Africa, a group of museums, created an oversized calendar to celebrate and remember the stories of enslaved family members of South African citizens, in order to increase visitor numbers.

Case Study

Nando's Peri Peri, a restaurant chain brand, launched a multi-channel campaign manifesto supporting its immigrant work force in the US ahead of the incoming Presidential Inauguration.

Case Study

The New York Times (NYT), a news publication, increased subscriptions in the US by launching a campaign that showcased its commitment to truthful reporting.

Case Study

Aster DM Care, a healthcare provider, increased the number of eye check-up visitors in Dubai and India by launching an eyesight test that used visual cues rather than letters.

Case Study

Jesse's Deli, a New York bodega, partnered with other small business owners to launch a campaign that highlighted the issue of out-pricing rents, and successfully passed a law protecting small business owners in the US.

Case Study

Equality NC, an LGBT rights advocacy group, launched a campaign that played to undecided voters' interests regarding their state's economic and cultural losses to gather votes and drive out a sitting US senator who had passed a discriminatory bill.

Case Study

The Interreligious Council in Bosnia & Herzegovina, an organisation focused on decreasing religious prejudice and promoting inter-religious dialogue, launched a book that mirrored 10 important topics of the Bible and the Quran to successfully raise awareness for religious tolerance and doctrine similarities.