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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.

Opinion

A business model which relies on hoovering up huge amounts of personal data from consumers is under threat from GDPR and the Cambridge Analytica revelations.

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.

Article

Insurance giant AIG partnered with New Zealand’s world champion All Blacks and Black Ferns rugby teams to launch its pro-LGBT diversity campaign in conservative Japan.

Case Study

Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.

Case Study

Med-El, a cochlear implant company, launched Cutting Through the Silence, a global campaign to raise awareness of the impact of hearing loss and the benefits of treatment on World Hearing Day 2017.

Article

The Honest Ads Act represents an attempt by US legislators to tackle some of the major shortcomings in the regulations that cover political advertising.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

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.

Research Paper

Fabindia, an Indian retail store, used data research and insights to make large business-level changes for its ambitious growth target.

Article

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

Case Study

P&G, a multi-national consumer goods corporation, launched its My Black is Beautiful (MBIB) community-building program in the US by creating a short film that highlights conversations that black parents have to have with their children about bias.

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.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Article

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

News

DANA POINT, CA: Brand owners have made “strong progress” in addressing the gender imbalance in the chief marketing officer (CMO) role, but ethnic diversity still requires further work, the Association of National Advertisers (ANA) has ...

Case Study

Covered California, an insurance provider, developed a multi-method, data-driven campaign to increase brand awareness in the US.

News

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