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Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Case Study

OMO, the laundry detergent brand, used a provocative campaign about the importance of outdoor play for children to increase sales in the Middle East.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Case Study

Channel 4, the UK broadcaster, used a fake product recall to raise awareness and viewership of the second series of TV show 'Humans'.

Article

Offers four rules to help your brand become associated with a category or need state and succeed in an age when machines, such as Alexa, are making purchase decisions.

Article

This Company Profile from Euromonitor provides key details and analysis of ASOS, the online fashion and beauty store.

Case Study

Shopping site ShopClues used a multichannel approach to change the online shopping habits of customers in Tier 2 and 3 cities in India.

Article

Artificial intelligence is becoming increasingly pervasive and progress in this field is accelerating.

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

Aldi, a global discount supermarket chain, enjoyed fantastic growth with its ‘Kevin the Carrot’ Christmas campaign in the UK and Ireland, reducing previous Christmas shortfalls.

News

MINNEAPOLIS: Almost half (47%) of American teenagers regard Snapchat as their favourite social media platform, or almost twice as many as those who prefer Instagram (24%), a new survey has revealed.

Case Study

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

News

LONDON: Ebay is using EEG headsets to understand what is happening to shoppers at a neurological level during the shopping experience, by exposing them to art.

Article

This Company Profile from Euromonitor provides key details and analysis of Qantas Airways Ltd, the owner of brands such as Qantas holidays and Jetconnect.

Case Study

This case study looks at how McDonald's, the fast food chain, digitalised its Monopoly promotion without losing the excitement of the 'peel to reveal' mechanic, in Australia and New Zealand.

Case Study

This case study explains how letgo, an app for buying and selling secondhand goods, took over the US, Turkey and Norway by tapping into psychological differences between cultures.

Research Paper

This paper challenges the traditional view of change as the stimulus for opportunity; it instead considers within human change and between human change as fundamental to understanding consumers in an insights and marketing capacity.

News

NEW YORK: We may still be at the tail end of summer, but already a comprehensive survey of US holiday season shopping intentions has been released – and it’s good news for Amazon, in particular.

Article

This article covers the specific linguistics of successful luxury brand names and offers a scientific framework for what makes a brand name portray luxury to consumers with ‘sound symbolism’.

Research Paper

This report looks at how experience drives success with the Experience Index and which brands were the highest performers for consumer experience in 2016.

Research Paper

This report explains the challenge for global brands of creating cultural impact and provides seven best practices for brands to become a global icon whilst retaining strong local relevance.

Article

This report looks at digital media in 2016 by using data and opinion to provide insights on the current key challenges digital faces and how it may be possible to avoid them.

Article

This Company Profile from Euromonitor provides key details and analysis of Amazon.com. Included is a strategic evaluation with key facts about the US company and competitive positioning against comparative brands in the retail market.

Article

This article provides guidance and reading on a now common aspect of brand building - partnerships - in which two or more brands collaborate for mutual benefit.