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Article

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2017.

Opinion

Good CX is not just about doing things quickly, argues Fetch’s Julian Smith. Most important is to find a strategy that leverages your knowledge of the consumers as well as their understanding of your brand.

News

ACCRA: Insurance providers looking to target the mass market in Africa need to think outside the box, according to the founder of MicroEnsure, which has developed an innovative approach to selling insurance products on the continent.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

News

MUMBAI: As India transitions to a digital economy, a new survey from Visa, the global financial transactions firm, has revealed consumers are highly inclined to embrace new forms of payments.

Article

The use of sign language in TV advertising has generally been a rare one-off related to a particular campaign.

Article

Equity Modeling is an extension of standard econometric modeling, designed to assess the impact of measures of brand equity on long-term brand performance.

News

GLOBAL: Ferrero, Danone, Unilever, Procter & Gamble and Johnsonville Sausage Co are among the brand owners whose campaigns have been shortlisted in the Effective Use of Tech category in the 2017 WARC Media Awards.

Case Study

Insurance company Softlogic Life developed a SMS emergency hotline aimed to rescue the victims of floods during the monsoons in Sri Lanka.

Article

HomeServe, the UK insurance company, received a massive fine back in 2014; to rehabilitate, the brand understood that the problems began within the organisation, so it set out to fix itself.

Article

Looks at how behavioural economics can be used to improve people's financial future and encourage consumer engagement.

News

MIAMI, FL: “Restroom for All”, a campaign created by McCann New York for Mastercard, claimed best-in-show honours at the Association of National Advertisers’ (ANA) 2017 Multicultural Excellence Awards.

Opinion

"Restroom for All", a campaign created for Mastercard by McCann New York, walked off with best-in-show honors at the Association of National Advertisers' (ANA) 2017 Multicultural Excellence Awards.

News

ORLANDO, FL: State Farm, the insurance provider, has made “solve don’t serve” one of the guiding principles for its brand, reflecting its emphasis on helping customers obtain their life goals, rather than only being there if ...

Article

State Farm, the insurance company, boasted enviable brand strength and a unique heritage, but needed to transform in order to keep pace with changing customer needs.

Article

This paper describes the patterns discovered in fruit and vegetable buying behaviour in the United States and India.

Case Study

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Case Study

Credit card brand Mastercard used a digital, social media and mobile campaign to change the cash-centric culture in Vietnam.

Article

In just seven years online retailer Very has become a significant business and the driver of growth for owner Shop Direct.

Case Study

Credit card brand Mastercard used digital and social media to connect with mothers in Singapore.

Case Study

Digital wallet Paytm used a multimedia campaign to change behaviours and become the leading digital payment platform in India.

News

NEW DELHI: Financial products in India have traditionally been marketed to men but that is starting to change as an increasing number of women choose to make their own investment decisions.

Case Study

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

News

SINGAPORE: The financial sector has been slow to pick up on digitization, but becoming mobile first is now the only way to survive, according to a senior executive at Citibank.

Article

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.