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News

IRVINE, CA: An experimental campaign for prepaid mobile brand Boost that departed from category norms improved sales and brand health metrics with no media budget – and won an effectiveness award at the Cannes Lions Festival.

Article

A data-fueled look at how US Hispanics are a valuable demographic and what they look for during the online retail path to purchase.

Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Article

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

News

NEW YORK: Asian Americans are an increasingly influential group, in terms of purchasing power and as a bellwether for digital developments, which a new report suggests marketers would do well to cultivate.

News

SAN FRANCISCO: HP, the US tech firm, has spent at least two years putting pressure on its agencies to increase the diversity of teams working on HP accounts, and now it appears the initiative is paying off in terms of commercial results.

News

SANTA MONICA: The US may not be sending a team to this summer’s World Cup in Russia, but brands will still be able to tap into plenty of interest among the Latino community, according to a Panini executive.

Article

Details the missed opportunity of marketing to African Americans and how to best target this segment.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.

Article

Research from the Cultural Marketing Council has shown the uniquely powerful connection between culture and content.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Article

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.

News

LONDON: Diversity and inclusion in the workplace are not just moral issues, they’re business imperatives, according to Michael Roth, Interpublic Group CEO.

News

WASHINGTON DC: The US Hispanic population is large, growing, young and experiencing economic and social progress – “an incredible opportunity for any brand”, according to an industry figure.

Article

To market effectively to Hispanic consumers, who account for 18% of the total US population, brands need to offer a true reflection of what it means to be Hispanic – that speaks to both Hispanic traditions and American culture.

News

ATLANTA: While brands can see there are profits to be made in appealing to the fast-growing Hispanic community in the US, marketers and research firms have been slow to implement effective, research-based targeting, according to an industry figure.

Article

Advises on how marketers can successfully reach Hispanic consumers in the US, a demographic that is seeing significant growth, with broad implications for marketing, marketing research, and consumption patterns generally.

News

NEW YORK: Brands and agencies are not doing enough to tap the lucrative African-American market and, in part, that is because they haven’t recruited or retained sufficiently diverse talent, according to a new report.

Article

USAA, the financial services company focused on members of the military and their families, increased diversity at its agencies through implementing a clear plan of action.

Article

The Muslim marketplace is huge and growing: there are 1.6 billion Muslims in the world, and two thirds of them are aged under 30 years old.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

News

MIAMI BEACH, FL: Tide, the laundry detergent owned by Procter & Gamble, has become a best-in-class example of how the consumer packaged goods giant can successfully reach multicultural consumers and drive growth.

Article

Tide laundry detergent is a leading product in Procter & Gamble’s portfolio, and enjoys particular strength among multicultural audiences.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.