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Case Study

Ancestry, a heritage family tree site, launched a branding campaign in the US aimed to drive conversion to their site.

Research Paper

This paper describes a study that tests for the enhancement of low-sugar pastry via olfaction and examines its effects on pastry consumption.

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

ESPN, the sports broadcaster, has made significant progress in measuring the out-of-home viewing audience for its content.

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.

Case Study

Fast-food chain KFC introduced an order-taking AI robot, Dumi, into its KFC Original+ concept restaurant in China.

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.

News

NEW YORK: Japanese carmaker Toyota has been advertising its new Camry model in the US around the theme of “Sensations”, but some viewers may have missed that there are at least four versions with each one aimed at different ethnicities.

Article

This article assesses Myanmar as an emerging market and promotes the opportunities the country can offer.

Case Study

This case study explains how The Ad Council's Love Has No Labels campaign, an equality movement, flooded American culture with diverse images of love to normalize them and reduce implicit bias.

News

LONDON: The four-day Islamic festival of Eid al-Adha begins in the UK on Friday, yet some Muslim retailers and marketers are surprised big retailers haven’t seized the opportunity in the way they do for Christmas and other events in the ...

Case Study

This case study looks at how Meat & Livestock Australia's brand 'Lamb' transformed a business experiencing five years of flat-line sales with the 'You Never Lamb Alone' campaign.

News

SINGAPORE: Through an influencer-led campaign, the South Korean beauty brand Laneige is questioning pervasive ideas of beauty in Asia, by featuring blogger Trishna Goklani as a love interest of Indian descent.

Article

This article summarises the insights from a series of key papers on targeting Muslim consumers in South-East Asia, including the importance of faith, modernity and perceptions of beauty.

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.

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 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.