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News

SHANGHAI: The motivations of China’s affluent consumers – mostly aged in their 30s and 40s – are changing as more people seek to live a more balanced life, according to an expert in Chinese consumer psychology.

News

NEW YORK: The US Army will implement “more stringent oversight” of its marketing spend after an internal audit concluded that tens of millions of dollars had been wasted on marketing initiatives in the fiscal year 2016.

Article

The impact of a brand’s use of technology may extend beyond a product or service and into organisational culture.

Article

Anheuser-Busch InBev, the brewer, tapped the power of blockchain technology to run an innovative mobile advertising campaign.

Article

In e-marketplaces, consumers often have to choose a seller from which to purchase a product. The author argues that seller choice depends on both evaluations of the display price of the product, related to anchoring, and sellers’ review volume, related to assimilation-contrast.

Opinion

Yelena Gaufman, Strategy Partner at Fold7, looks at lessons from online upstart brands that have moved into the mainstream and retained their voice and original audience.

Case Study

Equality NC, an LGBT rights advocacy group, launched a campaign that played to undecided voters' interests regarding their state's economic and cultural losses to gather votes and drive out a sitting US senator who had passed a discriminatory bill.

Case Study

Spotify, a music streaming service, increased its reach in Canada by creating personalised playlists for Canada's highest streaming neighbourhoods.

Case Study

Girlguiding, the national guiding organisation of the United Kingdom, increased positive sentiment and the number of volunteer enquiries by showing how it helps its volunteers and attendees empower each other.

News

CHICAGO: U by Kotex Fitness, the feminine care line manufactured by Kimberly-Clark, found success by tapping into the power of influencers and integrated digital content to reach its target audience in the pre-shop phase.

Research Paper

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.

Case Study

Aetna, an American managed healthcare company, increased brand consideration and perception by creating a campaign across various platforms to prove that it supports people's individual health goals.

Case Study

Hennig-Olsen Is, an ice cream brand in Norway, launched the Polar Race campaign to motivate employees to get in shape in order to reduce sickness absence and improve job satisfaction and employee engagement.

News

BEIJING: Sport and exercise are taking off in China, driven by a combination of health and social factors, and opening up new opportunities for brands to connect with consumers.

News

BENGALURU: Sport has become an important marketing tool in India but many Indians don’t do any physical activity at all never mind play sport, according to a new survey that highlights the time people choose to spend on social media and ...

Article

Sports, fitness and wellness marketing is an increasing trend in China.

Opinion

Agencies are under pressure on multiple fronts: clients are pushing back on non-transparent business models, consulting firms are setting up digital media departments, publishers are getting organised so they can hold inventory rates, and, the once ‘golden child’, the agency trading desk is having a tough time proving it serves the client rather than creates value for the agency holding group, argues IPONWEB’s Brian Fitzpatrick.

Article

As robot valets such as Amazon’s Echo become more popular, they are adding to the already vast amounts of increasingly complex data that is being given away by consumers.

Article

While some believe the term ‘experiential marketing’ should only apply to real-world interactions or events, the wider industry is starting to recognise its benefits in engaging individuals in immersive activities, both online and offline.

Article

Kimberly-Clark, the health and personal care giant, found that reaching female consumers in the pre-shop phase was vital when launching U by Kotex Fitness.

Article

Discusses the current issues surrounding data quality, particularly in light of GDPR, and provides tips on how to overcome them.

Case Study

Sportswear brand Reebok used a multimedia strategy to change the sexist nature of the narrative for women's fitness in India and close the gap on market-leader Nike.

Article

Rapid consumer adoption of voice-activated devices is changing again the way people shop for groceries, as it is simple to add items to their shopping basket as they think of them.

Case Study

Sportswear manufacturer adidas launched a campaign to support disabled athletes in India.

Article

Describes how brands can achieve growth by using common sense, instead of following current industry fashions.