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Article

Outlines six key techniques for measuring and improving social media campaigns to prove their value and secure buy-in from the C-Suite, using a campaign from global cinema brand National Amusements for the launch of a children’s movie.

Case Study

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

Case Study

Paint brand Asian Paints used a multichannel approach to drive admissions to its Colour Academy and make painting a desirable and respectable profession in India.

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

Hornbach, a German DIY retailer, launched its ‘#Heldenkranz’ campaign to successfully reach ts target audience during the Euros 2016; despite the fact that the brand is unrelated to football.

Article

This article looks at the developments in VR and AR since the launch of Oculus Rift in 2012 and examines what each can bring to the marketing mix.

Case Study

Citi, a credit card company, collaborated with the NBC Today show to launch its ‘Double Means Double’ campaign in the US, which was proved to audiences by offering a chance to see the band DNCE in concert via VR experience.

Article

This article provides guidance and key reading on branded utility and how brands can add value to people's lives, including how big data and digital media can help marketers meet and even anticipate consumers' needs.

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.

News

WASHINGTON DC: Auto-related problems, including misrepresentation in advertising and faulty repairs, have topped a list of issues US consumers complained most about in 2016.

Article

This article explores the current reading and thinking about Instagram, the Facebook-owned photo and video sharing platform, popular among celebrities and the public alike.

Research Paper

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Case Study

This case study shows how IKEA, a furniture brand, shifted its role among UK consumers to become an ally on their everyday furniture needs, rather that an occasional stop for cheap household goods.

Article

This article explores the current thought and writing on social media effectiveness so that marketers can identify the best channels to meet the brand’s objectives.

Case Study

This case study shows how Ikea, a furniture brand, became more than an occasional furniture shop, and took up the role of the UK customer's ally in their daily routine.

Case Study

This case study explains how paint manufacturer Dulux targeted home-owners in Singapore to launch its Ambiance special effects paint range.

News

COSTA MESA, CA: Customer satisfaction in the $360bn US home improvement market is driven by three factors which have significant impact on repurchase and recommendation, according to a new study.

Case Study

This case study shows how Office Depot OfficeMax, an office supplies and technology brand, used 'The Co-Worker Collection' campaign, in the US, to transform the tradition of office gifting by bringing in new customers.

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.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a national campaign in Germany and Austria, to represent male bald patches as a crown of glory and symbol of masculinity.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

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.

Research Paper

This article examines how marketers can best study brand decision journeys, emphasising how critical it is to take into account product categories, as there are important differences between these that affect many aspects of the consumer journey.

Research Paper

This report explores how Latin American companies are addressing product challenges in the region, and how they are responding to increasing consumer consciousness.

Article

This article examines the rise in use of Data Management Platforms (DMP), why they are popular and whether advertisers should consider investing in building and running their own.