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News

LONDON: Soft drinks firm Britvic has reported a successful partnership with actor Idris Elba in generating sales of its Purdey’s brand, but less achievement in building the brand itself.

Article

This article explains how it’s still possible to miss the mark even if an influencer seems to fit well with the brand's identity, as Purdey’s found with Idris Elba.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study shows how Aspire Zone, a sports destination, increased footfall by getting people in Qatar to take part in a nocturnal exercise championship during Ramadan.

Case Study

The case study describes how PepsiCo energy drink brand Sting used TV, digital and sampling to launch the brand and redefine the sector in Egypt.

Case Study

This case study shows how McDonald's, the fast food brand, increased brand affinity and sales in the UAE by removing food from its adverts as a sign of respect for the region's Ramadan celebrations.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV. Included is a strategic evaluation with key facts about the Dutch company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This article offers insights into the consumer behaviour of underweight consumers in India, which has 40% of the world’s underweight population.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

Article

This Company Profile from Euromonitor provides key details and analysis of Viña Concha y Toro, the owner of brands such as Casillero del Diablo.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This Company Profile from Euromonitor provides key details and analysis of Carlsberg A/S. Included is a strategic evaluation with key facts about the Danish company, competitive positioning against comparative brands, and assessment of its position in the beer and cider market.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This article summarises the insights from a series of key papers on engagement – broadly speaking, eliciting feelings and emotion from consumers – although it is difficult to define precisely due to the ever-changing social and technological context in which marketers are trying to achieve and measure it.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Article

This article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study shows how Gatorade, a sports drink, used a popular Snapchat filter to increase sales and brand awareness in the US during the Super Bowl.

Article

This case study shows how Britvic, a soft drinks bottler, devised a new internal strategy to consolidate marketing and creative guidelines to be applied across its global businesses.

Case Study

This case study shows how Amigo, an instant coffee brand, made use of its tradition as a strong energising coffee to increase sales and market share in Romania.

News

DANANG: Staying close to the consumer, both literally and metaphorically, is crucial to the growth plans of Tan Hiep Phat Beverage Group, the Vietnamese soft drinks business that is aiming to increase revenues sixfold over the next decade.

Article

This article examines why creative effectiveness has halved since 2011 and how marketing needs to change to focus on long-term brand health with improved creative effectiveness.

News

GLOBAL: BBDO Worldwide was the top agency network in the 2017 WARC 100 and its subsidiary creative agencies led the way in particular categories, according to a new sectoral analysis of the rankings.