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Article

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Article

Provides marketers with information and guidance about luxury brand advertising.

News

FedEx, the courier and delivery service company, is adopting a more integrated, purpose-driven approach to its messaging in response to major changes taking place in the marketplace.

Opinion

At the 2018 ANA Masters of Marketing, customer-centricity emerged as a necessary part of a successful strategy.

Article

Outlines the eight key points to remember when marketing to Vietnam’s youthful and highly connected population of 96 million.

Article

FedEx, the courier and delivery service, has shifted its advertising strategy to reflect a more global, and integrated, brand positioning.

Article

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.

Article

The Super Bowl hardly needs a marketing push, but the annual Army v Navy game requires broadcaster CBS to find a narrative that will attract different audiences.

Case Study

Quick-service food brand KFC launched a fun gameshow-based campaign in Malaysia to raise brand awareness and increase sales in a competitive sector.

Case Study

Mouthwash brand Listerine used an innovative media mix to reverse its sales decline and grow the category in Malaysia.

Case Study

Livon, a hair-care brand, used a TV ad and digital media campaign to connect with young people in India and increase sales.

Case Study

Bajaj Allianz, a life insurance company, launched a new product in India to serve the more optimistic mindset of millennial Indians.

Case Study

CEAT, India's second largest tyre manufacturer, grew volume by associating its products with safety.

Case Study

Insurance brand Manulife used an online comedy video to reposition itself in the market to appeal to millennials in the Philippines.

Case Study

Car-maker ŠKODA used comedic online video to boost brand awareness and capture attention to trigger emotional connections at a local level in Taiwan.

Case Study

Paint brand Boysen employed an integrated campaign in the Philippines to raise awareness in a low-involvement category.

Case Study

Confectionery brand Snickers partnered with one of China's biggest domestic carriers, China Eastern Airlines, to develop hunger-free flights and grow brand share.

Case Study

Circles.Life, a telco network in Singapore, used a witty campaign to break entrenched consumer habits and drive consideration of its offer.

Case Study

Gaming console brand Sony PlayStation used mobile, outdoor, print, online, in-store, on-ground and social activations to launch its PS4 console in key Southeast Asian markets and convince families and casual gamers to purchase and play.

Case Study

Odonil, an air freshener brand, increased sales in India by making odour an issue of etiquette.

Case Study

Fast-food outlet McDonald’s used an influencer-led social media campaign to launch and drive sales of a limited-edition shrimp burger in Taiwan.

Case Study

Indian anti-marks cream Bajaj Nomarks used an unconventional skincare ad campaign to drive sales and increase market share.

Case Study

Malaysian online marketplace Mudah.my used a multi-faceted digital campaign tied into the holiday season of Raya, to get young Malay males to re-evaluate the brand and grow listings.

Case Study

Chocolate bar Snickers used its packaging as a social media tool in partnership with a messaging app, to turn around a decline in sales of its single-bar product in Japan.

Case Study

Telco network Circles.Life used an unorthodox execution to shake up the competition and increase market share in Singapore.