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News

CHICAGO: An increasing number of brands are deploying user-generated content in their marketing strategies, so a new study that confirms the willingness of consumers to share their life milestones on social media should prove to be insightful.

Article

The challenge for marketers is in understanding how traditional and digital media work alongside each other in terms of brand impact.

Case Study

Insurance company Income used TV, social media and OOH to sell more life insurance and retirement plans to young people in Singapore.

Case Study

The Singapore Tourism Board (STB) used humorous videos posted on social media to raise awareness of the need for travel insurance among Singaporeans.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

Article

This event report outlines how Jet.com, the ecommerce site, has gamified and personalized the shopping experience to attract millennials.

Article

This article looks into who millennials really are and how their characteristics, attitudes and behaviours are often misinterpreted and simplified.

Article

This article examines how to maximise digital ad effectiveness, and the various factors marketers have to take into account when creating digital display and video.

News

SYDNEY: An increasing number of Australian social media users are rejecting Facebook in favour of communicating directly with family and friends via messaging apps, such as WhatsApp and Snapchat, a new survey has revealed.

Case Study

This case study explains how cooking brand Knorr attracted a new generation of cooks in the UK with a social media strategy that tapped into passion points rather than pushed products.

Case Study

This case study describes how hotel chain Marriott Europe created a start-up accelerator programme to refresh its image among younger, tech-savvy business travellers in western Europe.

Case Study

This case study explains how Airbnb, a travel accommodations brand, reached beyond its millennial audience with its 'Don't Go There, Live There' campaign in the US, which directly challenged how people were travelling.

Case Study

This case study shows how Tommee Tippee, a British baby care brand, created the 'Advice Wipes' campaign to launch the brand in the US.

News

GLOBAL: Marketers are turning their attention to Generation Z, as 16-19 year olds become a significant consumer force in their own right across many categories, but this mobile-first generation retains affection for traditional media, research ...

News

NEW YORK: American millennials are the first generation to plan for the future in terms of travel, dining out and exercise, rather than merely saving for retirement, according to new research.

Research Paper

This paper reveals the findings of a global study into the behaviours, attitudes and responses to advertising of Generation Z to help marketers understand how to effectively engage them.

Research Paper

This article presents the findings of a study, based on 23,000 consumers in 39 countries, examining the media consumption patterns and attitudes towards advertising of the Generation Z cohort, which is now growing up.

Article

This article explores the ever more important topic of data governance; a simple reading of the demands on data managers would reveal many pitfalls, but the author disagrees: a responsible approach to data can be a source of much-needed consumer trust.

News

NEW YORK: Americans love their media and the extent to which they stream, binge-watch and use social networks has been revealed in a new report from Deloitte.

News

NEW YORK: In the latest issue of the Journal of Advertising Research (JAR), a team of authors from Truth Initiative make a powerful case that the proper messaging can have a meaningful effect even on addictive behavior.

Article

This article investigates characteristics of Korea's emerging consumer demographics including millennial parents, internationalist singles and shoppers in their forties with high disposable income.

Research Paper

This paper relates the findings of the IAB's research into whether including desktop and mobile ads in a multiplatform ad campaign improves brand impact.

Article

This webinar explores how digital drives brand performance across Latin America.

News

GLOBAL: Gen Z consumers may be more focused on digital media consumption than their elders, but new research indicates they are consistently more positive about traditional media ad formats than standard digital alternatives.

Article

This event report outlines how Fiat Chrysler, the carmaker, is seeking to create automotive solutions which truly meet the needs of millennials.