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News

SHENZHEN/NEW YORK: Accenture, the global consultancy, has formed a strategic alliance with and has invested in the computer-vision start-up Malong Technologies, in a move that hints at the company’s China growth strategy and its belief in the ...

News

SHANGHAI: Starbucks, the US coffee chain that has more than 3,300 stores in China, is the latest major international brand to form a strategic partnership with Alibaba, the Chinese e-commerce giant.

Opinion

What lessons did we learn from World Cup 2018 marketing strategies, and how can their influence be harnessed to deliver winning campaigns? TVSquared’s Marlene Grimm investigates.

Research Paper

Significant resources have been devoted to educating the public about the danger of driving under the influence of alcohol, including antidrunk-driving advertising.

News

LONDON: Almost one fifth of all ads shown on ITV during FIFA World Cup games were for gambling brands according to a new analysis which shows that betting ads had more screen time than alcohol and fast food commercials combined.

News

BEIJING: Tim Hortons is the latest coffee-house chain to see China as a source of growth, joining Starbucks and a Beijing startup in announcing plans for expansion in what has traditionally been a tea-drinking country.

Article

Blockchain solutions are generating considerable buzz, but it can be challenging for marketers to determine where this technology could make a real difference to their activities.

Article

Explains the concept of Minimum Viable Product planning, which is the author's own pragmatic approach to strategic planning, based on his experience of working in such environments.

Opinion

If the future of advertising lies in direct marketing, then that marketing must return to delivering content worth consuming, instead of an endless stream of sales messages based on previous purchases, Faris Yakob believes.

Gunn Report

The confectionary brand, Skittles, used the US Super Bowl to reach the masses by showing an exclusive ad to just one teenage fan, the public could watch his reaction via a Facebook live stream on Super Bowl Sunday.

Case Study

Kraft-Heinz, an American food company, increased its market share in the US by linking its brand to the iconic 1960s show Mad Men.

Case Study

MailChimp, a marketing automation platform, launched a campaign based on a meme that was created after its brand name was mispronounced on the popular podcast Serial, to increase brand awareness in the US.

Case Study

Chevron Philippines, an energy corporation and marketer of Caltex fuels, created the Liter Lottery, which turned petrol pumps into slot machines and offered people the chance to win a free tank of fuel.

Case Study

The Senet Group, an independent body set up to promote responsible gambling standards, released a campaign in the UK to help raise awareness of the dangers of betting addiction through emotion.

Research Paper

This article generalizes the well-known negative binomial distribution (NBD) theory to attendance behavior at sporting events.

Article

Provides marketers with guidance on how to engage digital natives with visual and compelling content on Snapchat.

Case Study

Sweets brand Skittles drove a sales lift and captured the attention of a vast audience in the US with an unexpected Super Bowl commercial.

Article

Takes an in-depth look at the science of emotion and why some emotional ads sell, while others do not, examining what drives choice and what the role of emotions in decision-making really is.

Case Study

The Hong Kong Jockey Club (HKJC) used an integrated campaign to increase awareness of how it strives to better society, and to build closer bonds between the brand and Hong Kong people.

Opinion

With one judgement the US Supreme Court has transformed the global sports sponsorship market. Misha Sher, Worldwide Vice President, Sport & Entertainment at MediaCom, explains.

Case Study

Oddset, a state-owned betting service, launched the Biased Sports Commentators campaign in Sweden to increase brand preference and engagement, and create 'brand liking' communication.

News

WASHINGTON DC: America’s huge illegal sports betting industry could be opened up to legitimate operators following a Supreme Court decision to strike down a 1992 federal law.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Research Paper

Corona, a beer brand, used insights from market research company de la Riva in Mexico to understand what consumers were looking for.

News

BEIJING: China plans to establish a huge free trade zone in its southernmost province of Hainan in a move that could see the island challenge Hong Kong and Singapore for talent and investment.