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News

Here’s what you need to know this week: The seven skills marketers need GLOBAL: The best marketers possess a number of “soft skills” that enable them to get the best work out of their creative agency partners and deliver business ...

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.

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

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

News

NEW YORK: Media giant Viacom has taken a significant step forward in the crowded and competitive arena of ad-targeting technology with the announcement that it has secured a new licensing deal with Fox.

Article

Everyone has their own perspective on the challenges facing the advertising industry.

News

NEW YORK: Shopping malls need to emphasize their role as fashion hubs, promote shopper socialization and reinvent food courts to help “draw crowds”, a study in the Journal of Advertising Research (JAR) has argued.

News

MUMBAI: India’s digital out of home (DOOH) market is expected to grow rapidly over the next five years as more sites are converted to this format and as brands take advantage of the medium’s agility and ability to deliver measurability.

Article

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.

Article

Anheuser-Busch InBev, the brewer, has developed a bespoke formula for measuring the return on investment (ROI) generated by its sponsorship programs.

Case Study

Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.

Case Study

Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.

Article

Unconventional marketing techniques are proving popular with some brands that are seeking to stand out from the rest of their US competition.

Case Study

GoPro, an action camera brand, made its brand relevant by launching an annual experiential trip for select media in India.

Case Study

Fortis Healthcare, a chain of specialist hospitals, designed the #MoretoGive campaign to show Indians that they each have the power to give life to eight other people.

Case Study

The National High-Speed Rail Corporation Limited (NHSRCL), an organisation implementing a high speed train project in India, increased positive perception of the initiative by inviting media and influencers to a launch event.

News

CHICAGO: Crayola, the crayon, art tools and handicrafts company, is ramping up its focus on experiential marketing having witnessed considerable success with this strategy.

News

CANNES: Mastercard, the payments company, is leveraging experiential marketing to engage consumers around their passion points, a shift that partly reflects an internal view that classical advertising is “dead”.

Article

Explores the changing behaviours and expectations of luxury consumers whose idea of luxury is becoming more experiential and immersive, and driven by technology and on–the–go lifestyles.

Article

Crayola, the crayon brand, kickstarted a major turnaround thanks to a program that “retired” an existing color and allowed consumers to pick its replacement.

Article

Six key areas that modern planners need to address in order to successfully navigate the fast-changing Digital Out-of-Home landscape and build effective Out-of-Home campaigns.

Article

Outlines six challenges that are often thrown at planning’s door and explains how planning is responding.

Article

Outlines several ways that planners need to evolve in order to fulfil clients’ changing needs.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.