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News

NEW YORK: Grindr, the gay dating app, has launched a digital magazine that aims to circumvent potential advertisers’ fears about brand safety.

News

CANNES: Tommy Hilfiger, the fashion brand, has seen major benefits from implementing a new approach that makes its clothes available to buy the moment they are first shown on the catwalk.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Article

This event report looks at how Kia, the automaker, used a chatbot to promote its latest hybrid vehicle, the Niro, in the US.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Article

This event report outlines how Aditya Birla Group, the conglomerate, built its Liva apparel brand based on marketing insights.

News

CANNES: Operating as a “brand in beta” has yielded major benefits in terms of relevance, consumer engagement and driving sales for adidas, the sporting and lifestyle goods manufacturer.

Article

This event report details how adidas, the sports and lifestyle brand, is ensuring it remains fresh and relevant to consumers.

News

SHANGHAI: Clothing retailer Gap took five years to roll out its brand across China, choosing to focus on the shared values of young Chinese and Americans, according to a senior agency creative.

Research Paper

Studies in Western countries about stock-market response to celebrity endorsement news have produced mixed results.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Article

This article, which is based on research conducted by Ipsos, details the growing dangers of brand boycotts in an increasingly politicized climate across the US.

Case Study

This case study shows how Daman, a health insurance brand, increased profitability by launching an awareness campaign about vitamin D deficiency in the UAE.

Case Study

This case study describes how fashion retailer Max used a multimedia campaign to reframe its value proposition to see off competition from low-cost rivals and grow sales in UAE.

Case Study

This case study shows how STC, a telecommunications brand, increased its equity in the KSA by launching a nostalgic campaign reminiscent of the '70s in a segment obsessed with marketing speed and fast services.

Article

This Company Profile from Euromonitor provides key details and analysis of Estée Lauder, the owner of brands such as Clinique, Mac and Bobby Brown.

Article

This event report outlines research on gender stereotypes in advertising, and is based on analysis conducted by the Geena Davis Institute on Gender in Media and JWT.

News

TOKYO: Despite the luxury sector’s traditional reluctance to embrace direct-to-customer ecommerce solutions for sales, two mature luxury markets have shown a particular divergence as just 73% of brands in Japan have adopted, compared to 90% ...

Article

This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

Article

This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies.

Research Paper

The aim of this study is to extend an existing method to untangle the effect of taste (intrinsic) versus label information (extrinsic) on repurchase in a new-to-wine market.

Article

This event report outlines how Aditya Birla Group, the Indian conglomerate, has used the Net Promoter Score (NPS) to deepen customer understanding.

News

SHANGHAI: Brands looking to prosper in China need to tap into the nation’s cultural trends and position themselves in a way that resonates with key demographic groups a new study suggests.

News

SHANGHAI/NEW YORK: WeChat and Weibo dominate the social media landscape in China, but for Becky Li, one of the country's top fashion bloggers and key opinion leaders (KOLs), WeChat is more effective because of its trust factor.

Article

This event report outlines how Lane Bryant, the fashion retailer for women, has challenged conventional images of beauty.