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Article

Global strategies, campaign updates and trends in the home improvement retail category.

Case Study

Honey Nut Cheerios (HNC), a cereal brand, increased sales by launching a CSR campaign that removed its bee mascot from its packaging as a way to alert Canadian consumers to the declining bee population.

Article

One of the original online companies, eBay, uses radio advertising to get its brand into the centre of people’s lives and regain cultural relevance.

Case Study

Monarch, a low-cost airline, launched 2017: The Year of Nice, a campaign in the UK to increase brand awareness, sales and improve consumer perceptions.

Article

This Company Profile from Euromonitor provides key details and analysis of Tesco Plc. Included is a strategic evaluation with key facts about the UK company, competitive positioning against comparative brands, and assessment of its position in the retail market.

Case Study

BASF, a crop-protection company, used an integrated campaign to launch its Living Acres program in the US to position itself as a thought leader in environmental stewardship and preservation.

Case Study

Sausage company Johnsonville used a dynamic, creative campaign focused on weather-triggered media to encourage early-season consumption of its Fresh Bratwurst.

Case Study

GooDay, a DIY retailer in Japan, used a rap-style street battle with a rival to appeal to younger consumers.

Case Study

Hornbach, a German DIY retailer, launched its brand in the world of e-commerce by creating DIY tutorials to reach younger audiences across Austria, the Czech Republic, Germany, the Netherlands and Switzerland.

Case Study

This case study describes how soft-drink brand Lipton Green Tea installed fitness tracking software on shopping trollies and created Fit Cart to launch its Live Good platform in the UAE.

Case Study

This case study explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.

Research Paper

This paper examines how Chervon, a Chinese tools and power equipment manufacturer, has made use of integrated methodologies in expanding its presence in the North American market from China.

Article

This article reveals the findings of a study into how millennials in Asia feel about the way they movemoney – how they pay and how they are paid – and their thoughts about mobile payments.

Case Study

This case study describes how retailer Spar boosted its image by creating Start It Up Slovenia, a unique, entrepreneurial project with a mission of helping young entrepreneurs through a custom-made primetime TV show.

Case Study

Ball, a manufacturer of canning products, used PR, social media and influencers to promote its products to young gardeners during the short harvest season in the US.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Research Paper

This paper deconstructs the working of human analysis of big social data to highlight the distinction between human and machine analysis and the steps that need to be taken to improve the performance of machine-based approaches.

Case Study

This case study shows how Australian swimming pool builder, Narellan Pools, accelerated business growth by using Big Data to target customers at the precise times they were most likely to buy a pool, with creative focused on the "first dive in moment", identified as a powerful motivator in buying.

Article

This article considers the ways in which brands can be manifested throughout the purchase journey, drawing together the artificial divide of marketing and sales.

Article

This report provides a comprehensive understanding of how European consumers spend their time in 2016 and explores ways in which the changing rhythms of modern life will continue to impact countless industries.

Case Study

Marks & Spencer (M&S), a multinational retailer, increased awareness for its Spark Something Good charity program by launching a 24-hour project development initiative across the UK.

Case Study

ScottsMiracle-Gro (SMG), a marketer of lawn and garden products, increased customer satisfaction and sales by employing a campaign in the US that resolved complaints and claims from customers who had a bad experience with its fertilizer product.

Research Paper

This paper describes the execution and results of a digital qualitative study focused on better understanding the emerging middle class in Latin America.

Article

This article looks at how marketers can successfully do business in the African market, across its many countries and languages.

Case Study

This case study explains how JT, a Canadian wine brand, created a new platform to attract consumers and consistently increase sales.