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Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Article

This article introduces advertisers to a new segmentation technique based on an individual's inherited taste sensitivity - that is, the "supertaster." Three studies demonstrate that this inherited supertaster difference can explain blind taste-test anomalies, such as the Pepsi Challenge; heightened brand loyalty; and a reduced sensitivity to peripheral product cues, such as visual variations.

Article

This event report provides some headline findings from analysis conducted by Nielsen, the research firm, into the opportunities the Hispanic-American market presents for pharma brands.

Opinion

As more brands are engaging with LGBTQ messaging, a new report from Ebiquity reveals the state of play.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

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, which is based on research by the CMO Council, outlines the challenges facing brands as they seek to adapt their marketing for audiences in different geographies and across a diverse slate of media channels.

News

CANNES/SAN FRANCISCO: Brands serving diverse audiences should endeavour to represent all the elements of their customer base in ads, according to Jonathan Mildenhall, Chief Marketing Officer at Airbnb, the online accommodation and experiences ...

Article

This event report considers a number of aspects of behavioural science thinking that have possible applications in marketing.

Article

This article examines the spectacular growth of the parkrun start-up and the lessons brands can learn from its success.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Article

This event report outlines strategies that UK brands can adopt when seeking to enter the Chinese market.

Article

This article details how audience measurement methodologies are adapting to the growth of digital access in a range of media, including TV, radio, print and out of home.

Article

This article explores the ways in which companies such as Kaiser Permanente, the healthcare group, Marriott International, the hotels group, and car brand Nissan promote diversity.

Research Paper

This paper presents a new approach to capturing respondents' emotional drivers of behaviour through research involving free form text, using the example of the 2016 US Presidential election, and listing implications for the Asian market.

News

NEW YORK: Asian American and Pacific Islander (AAPI) women are driving the influence and buying power of Asian Americans overall, which is expected to grow exponentially a new study shows.

Article

This article considers how the long-term effects of public sector marketing can effectively be multiplied through the use of key partnerships with the stakeholders themselves, as they hold crucial knowledge of the subject matter, as well as through endorsement.

Article

This event report outlines how data is becoming "political", with profound implications for electoral candidates, consumers and businesses alike.

Article

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Article

This article shows how big brands such as Toyota, Clorox and Wells Fargo have already employed the total market approach and explains why, and how, other brands should do the same.

Article

This report examines the significant rise of news consumption in the US in 2016, looking at reach, time spent with medium, most popular sources as well as demographic breakdowns.

Article

This article explores the rise of the "Independent Republic of the Supply Chain", a demographic of people that constitutes a mobile workforce not tied to any single country.

Article

This article describes how Bord Bia, the Irish food board responsible for international sales of the country's products, used a new streamlined and concentrated research methodology to increase sales in Germany.

News

SYDNEY: Australian marketers and their agencies are becoming more aware of diversity issues and many are now actively working to create more culturally relevant work, a senior agency executive has said.

News

BEJIING: In a competitive employment market, Chinese companies are looking to employer branding as a way to recruit talent and stem the drift of millennials towards the gig economy.