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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.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

Research Paper

Livon Hair Gain Tonic, a hair regrowth solution for men, examined how guided meditation can be used as an alternative approach for studying implicit associations in India.

Article

Offers guidance on how to achieve a strong brand voice that will resonate with digital audiences, using examples from Nike, Red Bull, The Connaught hotel and the London Symphony Orchestra.

Article

This Company Profile from Euromonitor provides key details and analysis of ASOS, the online fashion and beauty store.

Case Study

Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

Case Study

Online furniture retailer pepperfry.com used TV, print and digital to build an emotional connection with customers in India during Diwali.

Case Study

The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Case Study

The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

Case Study

Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.

Case Study

Reebok, the sports apparel brand, increased sales to Indian women by focussing on the benefits of exercise for mental strength in a TV ad and social media campaign.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Article

This Company Profile from Euromonitor provides key details and analysis of Hilton Worldwide.

News

MUMBAI: Several Indian start-ups in the food and beverages sector have found that innovation, content marketing and the use of social media influencers are useful weapons in their David versus Goliath contest with established and global brands.

Case Study

Duchenne UK, a charity looking for a cure for Duchenne Muscular Dystrophy (DMD), promoted its brand in the UK by marketing itself as a sports brand and developing a sporting identity.

Case Study

Nike, the sportswear brand, created Nike On Demand, to re-engage with young athletes in Germany and compete with its top competitor in the country, adidas.

Case Study

This case study shows how Samsung Australia, a technology brand, successfully increased its brand engagement and awareness by helping establish the Women's Netball team as role models.

Case Study

Turkcell, Turkey's largest telecommunications company, transformed from being a telecommunications brand to a lifestyle brand by tackling the problem of diabetes.

News

LOS ANGELES: Snapchat, the image-messaging app which is estimated to have 173m active users, is launching an initiative to encourage startups to grow their business by advertising on the platform.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

News

SYDNEY: Brands should reconsider how they are representing single Australian women within their marketing strategies, as new research suggests they do not fully understand what motivates this group.

Article

Bricks-and-mortar stores remain important for brands but not necessarily for simply shifting products in the short term.

Article

This article examines the over-65 market, and how this segment presents an opportunity for growth to marketers.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

Case Study

ITO EN, a Japanese green tea company, launched its ‘Matcha LOVE’ brand in the US by collaborating with social influencers and producing seasonal recipes featuring the product.