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Article

Coty, the cosmetics company, is seeking to strike the right balance between branded apps and third-party interactive platforms in order to best serve consumers.

Article

Kentucky Fried Chicken, the quick-service chain, successfully reinvented its brand after a period of decline.

Article

Procter & Gamble, the consumer-packaged goods manufacturer, believes that shattering "myths" about multicultural marketing is vital to moving brands in the right direction.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Article

Walmart, the retail giant, is using strategic partnerships as a way to drive its ecommerce business forwards.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

Article

The Coca-Cola Co., the soft-drinks manufacturer, has used its affiliation with the FIFA World Cup soccer tournament to engage fans in various ways.

News

SINGAPORE: FMCG giant Procter & Gamble (P&G) has succeeded in turning around the fortunes of two of its beauty brands in China by deploying the power of consumer empathy, according to a leading executive at the company.

Opinion

The Association of National Advertisers’ annual Masters of Marketing conference painted a depressing picture, says Gareth Kay, with driving greater efficiency being lauded over the creation of valuable brands and end-to-end brand experiences.

Article

General Mills, the consumer packaged goods manufacturer, has successfully strengthened its insights function at a time of immense complexity.

Article

This Company Profile from Euromonitor provides key details and analysis of Pandora A/S, the jewellery manufacturer.

Article

This Company Profile from Euromonitor provides key details and analysis of Mattel Inc, the owner of brands such as Barbie, Polly Pocket and Fisher-Price.

Case Study

Chinese brand Huawei used a multichannel approach to launch its dual-lens P9 handset in Malaysia and beat Apple in the process.

Case Study

Clean & Clear Morning Energy, a facewash, reversed a decline in sales in India with a TV ad, online video content, radio and social media.

Case Study

Chocolate brand Snickers used social media and gamification to appeal to teenagers in China during exam season and reverse negative growth.

Case Study

Soy sauce brand KecapABC used a multichannel approach to launch a new brand positioning to increase sales and boost engagement in Indonesia.

Case Study

Motorcycle manufacturer Bajaj used TV, print and on-ground to reframe the market narrative and reverse the sales decline of its Platina model in India.

Article

The Campbell Soup Company, the food group, is aiming to keep pace with changing consumer needs by launching an innovative new health-and-wellness product.

Article

JPMorgan Chase, the financial-services provider, believes that being "customer-obsessed" is now essential for brands to succeed.

Article

Clorox, the consumer packaged goods manufacturer, placed renewed emphasis on driving long-term brand relevance after briefly allowing short-term objectives to take precedence.

Case Study

This case study looks at how Knorr, a food brand, remade an old brand for a new generation in France and the UK by combining flavor preferences with dating.

Case Study

Neste, an energy company, successfully spread the message that renewable energy alternatives are already available today, not in the distant future with its ‘Pre-order the Future’ campaign in the UK and Finland.

Article

This article provides insight on how brands in Asia can connect with ‘centennials’ (Gen Z) based on behavioural and demographic research from Kantar Futures.

Article

Clorox, the cleaning brand, found marketing success by combining a focus on data with tangible human insights.

Article

Walmart, the world’s biggest retailer, is adapting its business to make sure it can compete at the highest level in the online and offline worlds alike.