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Article

Aflac, the insurance provider, has successfully boosted various core metrics through more tightly connecting its business and corporate social responsibility (CSR) efforts.

Article

Georgia-Pacific, a company active in categories from paper towels to toilet paper and plastic cutlery, has seen success by focusing on a top-tier group of its business-to-business (B2B) brands.

Case Study

Nova IVI Fertility, an IVF fertility clinic, increased patient enquiries and revenue in India by launching press events with its doctors to highlight the rising male infertility rate in the country and its treatment options.

Case Study

Sanofi Genzyme, a biotechnology company, created awareness of the challenges Indian patients with rare diseases face by telling their stories to show that every life is precious.

Case Study

Shell, an oil and gas company, increased its brand preference and share of voice in Malaysia by launching an emotion-tracking study to track how drivers feel during their journeys, in order to improve their experience.

Case Study

The Hong Kong Association of Psychosocial Rehabilitation (HKAPR), a psychiatric rehabilitation company, increased awareness and enhanced governmental changes by creating a flashmob and video series with a famous influencer.

Case Study

The NPO LOCOMO Challenge Council, a healthcare-promoting council, raised awareness for orthopaedic pain and illnesses in elderly people in Japan by launching a risk test alongside press releases and events.

Case Study

Narayana Health, a chain of hospitals in India, used a stealth campaign to increase breast self-exam rates in the country.

News

GLOBAL: A new kind of service is tapping into embarrassing medical conditions, as companies sell and deliver pharmacy products in a ‘disruptive’ marketplace that saves customers blushes.

News

BEIJING:  Alibaba is extending its service offer to support China’s primary care system, and using its immense reach to solve resource inequality between regions and bring a new standard of care through online doctor consultations.

Article

Outlines a simple four-step process for applying behavioural science to optimise everyday communications.

Research Paper

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.

Research Paper

This study proposes a new measure of emotions suitable for research with children. Emotions play a key role in shaping children’s responses to advertising, but research on these influences is scarce and underdeveloped.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Article

When Diversey, a provider of B2B cleaning products, lost its way after repeatedly changing hands, it turned to semiotics to reposition and rebrand itself.

Article

Teva Pharmaceuticals was able to look beyond the pill when it acquired Gecko Health Innovations, a company that is innovating in healthcare in various ways.

Article

Suprane, an inhalation product made by Baxter International, successfully connected with a target audience of medical professionals via mobile gaming.

Data

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Research Paper

As marketers, we are confronted by an increasingly complex world—one characterized by markets that emerge and evolve at an unprecedented rate.

Research Paper

This article reviews the experience, steps taken, and lessons learnt from including a virtual reality film within a mobile online survey.

Article

Conduent, the business-services firm, faced the challenge of building a major new brand in a compressed timeframe as it span off from Xerox, the document and printing company.

Article

Brands using chatbots should focus on utility: qualifying leads, always-on customer service, personalized offerings based on customer data and sales conversions.

Opinion

Accenture Interactive has been at the forefront of consultancies’ shift into marketing services. Anatoly Roytman is its Managing Director for Europe, Africa and Latin America.

Case Study

Philips, a Dutch multinational technology company, promoted its healthcare and personal health product portfolios in India by launching Philips Homecare to help people recover at home, freeing up hospital beds.