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News

SINGAPORE: Alibaba Cloud, the cloud computing arm of Chinese e-commerce giant Alibaba Group, has launched nine new products to help retailers in Southeast Asia to digitise their operations and embrace Alibaba’s “new retail” ...

Article

This article offers practical tips to boost discoverability via search in a variety of platforms including Google, Instagram and YouTube.

News

MARYLAND: Guinness, the Diageo-owned stout brand, has opened a brewery and taproom in Relay Maryland, in order to bring US consumers the Dublin experience, while also extending its events capacity.

Article

Huggies, the diaper brand owned by Kimberly-Clark, enhanced its position in Canada thanks to its “No Baby Unhugged” positioning.

Article

Huggies, the diaper line owned by Kimberly-Clark, has found success in Canada through embracing a clear sense of brand purpose.

News

SINGAPORE: Western brands needs to make sure they get the basics right to find success in China –including the bureaucratic elements – and to avoid common pitfalls, according to a China marketing expert.

Article

Scotiabank, the financial-services provider, combined its sponsorship and philanthropic efforts in Latin America in an effective way.

News

SYDNEY: The traditional gender roles presented in advertising are no longer fit for purpose in a modern world, but advertisers are struggling to catch up, according to two agency planning experts who have updated the standard brand archetypes.

News

CHICAGO: Anheuser-Busch InBev, the brewer, is taking a more flexible approach to leveraging paid media in connection with its sponsorship programs.

Article

Levi’s, the apparel retailer, is transforming the bricks-and-mortar retail experience to make it more engaging for shoppers.

Article

QVC, the shopping network, has enhanced its digital activities in various ways as it reflects changing habits and new opportunities for its brand.

Article

ThirdLove, a bra and underwear brand, has tapped the power of digital data in an attempt to disrupt an entire category.

Article

UNTUCKit, the apparel manufacturer, has been able to refine its approach to television advertising by using smarter measurement solutions.

News

LONDON: Two particular consumer trends are giving brands new ways to think about how they can use data and tech to be relevant and helpful according to researcher Mintel.

Article

Locally-owned Kiwibank successfully grew market share vs New Zealand’s big banks by focusing on financial education and behaviour change via creating its own unbranded TV show.

Article

Hilton, the hotels group, has successfully established social-media guidelines and practices that can bring consistency across its many brands and properties.

Article

Bose, the audio equipment manufacturer, is using sponsorship in an increasingly nuanced and powerful fashion to build its brand.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

News

SINGAPORE: Using data effectively is crucial to B2B marketing, offering precision targeting, better customer experience and personalisation at scale, according to experts in the area.

Article

This article offers tips for brands starting out in the China market, including social media strategies, required business licenses and the “lifestyle upgrade” trend.

Article

The traditional approach to B2B communications needs to change as a younger demographic brings different attitudes to the workplace, as more people set up their own businesses and as digital technology alters how people interact.

Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

Article

Retailers looking to develop their in-store experiences should consider all the senses, not just sound and vision.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

News

GLOBAL: Senior marketers from Diageo, Qatar Airways and Facebook are joining the judging panel for the Effective Use of Partnerships and Sponsorships category in the 2018 WARC Media Awards, announced today.