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Article

This event report addresses how Diageo, the alcoholic-drinks company, is approaching the virtual-reality (VR) space.

News

SINGAPORE: Out-of-home (OOH) advertising accounts for a significantly higher share of spending than the global average in several Asian markets, a region which also leads the way in terms of per capita spending on this medium.

Article

This article explains how employees are internal customers and why brands should consequently put them at the heart of brand strategy.

Article

This event report details how United Healthcare, the healthcare provider, has used humor to engage with its target audience in new ways.

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 article argues that company constraints don't have to be seen as restrictive but rather can encourage creative solutions to do more with less.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, delivered impressive sales results in the UK through the use of a campaign film promoting its services against a girl's carefree dancing.

Case Study

This case study shows how Hemnet, a property search portal, used big data to create the perfect dream home for Swedish buyers and made it available for pre-sale thus cementing its market leadership.

Case Study

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Case Study

This case study shows how John Lewis Insurance, the insurance branch of the retail brand, increased its sales by successfully adapting John Lewis' iconic marketing identity to its campaign in the UK.

Case Study

This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

News

CAMBRIDGE, MA: Amazon's acquisition of the Whole Foods Market grocery chain last week has accelerated the trend towards a fusion of digital and physical retail, according to an industry figure.

Article

This article offers six best practice ideas to help marketers better target the huge and diverse demographic of women, who today make between 70% and 80% of all purchases worldwide.

Case Study

This case study shows how Maxis, a communications company, improved brand equity and rebooted its annual CSR initiative using a multi-platform awareness campaign in Malaysia.

Case Study

This case study shows how Canon, a photographic equipment brand, launched a photography event in partnership with Reuters, in order to launch its newest model in the European market.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Article

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

Article

This article highlights how improving product and service innovation can better the customer experience.

Case Study

This case study explains how telecoms company Maxis, used a digital and on-ground storytelling campaign to target small-to-medium-sized businesses in Malaysia.

Opinion

A third of Brits expect robots to run their lives in the next 13 years, yet just 2% of respondents would trust a robot with their children.

Article

This event report analyses the online buying habits of consumers in Spain and the implications for marketers who want to enter the market.

Opinion

Fabindia is a remarkable brand that has, in fact, become a Harvard Business School case study. On one level, it is ranked as India's largest retail fashion brand, well ahead of global competitors like Zara and Levi's – a cult brand, built on the ideas of ethnic pride, sustainability, respect for craftsmanship and commitment to society.

Research Paper

This article examines how marketers can best study brand decision journeys, emphasising how critical it is to take into account product categories, as there are important differences between these that affect many aspects of the consumer journey.

Article

This paper attempts to address a major challenge for global marketers – how they can effectively localise their brands and resonate across different cultures.