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News

Brands and their agencies are cookie-bombing consumers and wasting huge chunks of their advertising budgets by wrongly attributing sales to the first and last clicks in their online campaigns, a new white paper claims.

News

Data is becoming increasingly affordable in India and this in turn has prompted changes in how consumers are making use of the internet, most notably with regard to searches for content in local languages, a leading Google executive has revealed.

Article

P&G is profiting from putting diversity, inclusion and sustainable development at the heart of its brand purpose.

News

Global, the largest commercial radio group in the UK, has expanded into the out-of-home (OOH) advertising sector with the simultaneous purchase of Primesight and Outdoor Plus.

Article

A white paper from I-COM details how an overreliance on last-touch attribution results in ‘cookie bombing’ and the misallocation of marketing budgets.

Opinion

Some innovative brands believe that they need to be in service to audiences. Howard Pull, Strategic Development Director at MullenLowe Profero, suggests that many of the winners in the Effective Innovation category of the 2018 WARC Awards achieved this and enjoyed great returns.

Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Opinion

dmexco has come and gone, but what did the industry learn? Here are the top themes of 2018 in the words of those who ought to know: ad tech leaders.

Opinion

Just a few days remain to enter the 2018 WARC Media Awards, a global case study competition that rewards effective comms planning.

Article

Research from the CMO Council, the executive network, and Deloitte, the consultancy, studied the habits of marketers that have proved effective at driving growth.

Article

Explores the current reading on the topic of marketing on Facebook - the best used social network in the world, reaching over two billion users every month.

Article

This Company Profile from Euromonitor provides key details and analysis of Heineken NV.

Article

Details an analysis which drew on learnings from a subset of brand custodians who are extremely poised to succeed as a growth driver for their organizations.

News

SYDNEY: Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44% by rethinking the category’s age ‘before and after’ marketing technique, which often fails to achieve cut-through in the ...

Opinion

There is more to media choices than audience vs brand safety. UM’s Lawrence Dodds asks whether ethical considerations should become fundamental.

Article

Marketers looking to explore the world of eSports can draw on their experience in traditional sports as they seek to make sense of this burgeoning industry.

News

GLOBAL: Technology and data are transforming the marketing landscape and pushing it towards a data-driven future – and companies need to prepare accordingly, an industry figure has argued.

Article

Cosmetics brand L’Oréal boosted Australian sales of its Revitalift Laser X3 cream by 44%, by rethinking the traditional ‘before and after’ shots.

Article

Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.

Case Study

Microsoft, a technology company, launched the Microsoft Asia News Center in APAC to provide a better storytelling system for a digital world and increase consumer engagement.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).

Case Study

Australian Macadamia, an industry body, created a program to instill a sense of emotion and national pride in the macadamia industry.

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.